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This month, Global Media Services asks where the Disney XD viewers have gone and look at some of the music channels for the older end of the girls’ market


As mentioned in the August report, once the Olympics had fi nished viewing levels returned back to normal. However we see in September the viewing levels are as follows:


Disney XD have dropped dramatically as the chart shows. Looking at the chart for all children it’s diffi cult to see where their viewers have gone, Boomerang is market leader with Nickelodeon in second place. The Cartoon Network is up on last September and the rest are slightly up or down, but not by a great deal. We believe that Disney XD has a diffi cult job on its hands to persuade these viewers to return to the station and the coming months will be very interesting to see what they do. The benefi t of looking at the market in terms of ‘all Children ratings’ is that we can see, at a glance, which stations are delivering the lion’s share of the kids audience levels. We said we would look at some of the Music Stations to see what


Company Hasbro


Mattel UK Ltd


Flair Leisure Products Ltd Character Options Ltd MGA Ent


Toy Brokers


Fisher Price Toys Ltd Spin Master Toys Ltd Lego Uk Ltd


Zapf Creations UK


Expenditure £ £1,542,518 £1,087,078 £906,585 £563,381 £496,881 £398,690 £398,491 £369,536 £312,015 £274,456


they have to offer. As the chart shows MTV, 4 Music and Hits deliver the highest viewing levels for the girls aged 10 years plus. As mentioned in previous reports, this target market will also watch stations such as Nickelodeon, but are slowly but surely moving away from Kids TV and looking for a more adult style of programming that fi ts in with their social circle and life style values.


When we look at the top ten spenders, there are no surprises here, with Hasbro in the top slot followed by Mattel, Flair Leisure and Character, very typical for this period. The TV market looks to be fl at for the autumn as we predicated earlier in the year.


Kids Stations


All Children TVR comparison 1st September – 31st September 2012


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All graphs and information supplied by Global Media Services


T: 01753 889 630 e: mike@globalmedia.me.uk 18 mediacharts  


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Girls aged 10 Plus Music Stations


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