Nickelodeon Posts Ratings Increase

NICKELODEON POSTS RATINGS INCREASE FOR THE FIRST QUARTER 2011 IN SINGAPORE AND MALAYSIA
Ranked #1 with Most-Watched Quarter Performance in Singapore  

SINGAPORE / MALAYSIA, 28 April 2011: Nickelodeon, the leading entertainment brand for kids, was rated the number one channel for the first quarter of 2011 in Singapore with record ratings, the highest average time spent and reach for kids aged 4 to 14 years old.

In Singapore, the channel closed the first quarter in top position this year and dominated the top 3 kids programs amongst the 4 to 14 year old core audience with live-action hits, Big Time Rush, True Jackson and iCarly. Nickelodeon beat the trend in back-to-school ratings with a 40% increase in ratings and 23% increase in share from the same quarter last year.

Kids ages 4 to 14 are spending more time on the channel in Singapore.  Nickelodeon topped other kids cable channels with viewers' average daily time spent of 45.3 minutes during January to March 2011.

Similarly in Malaysia, Nickelodeon was the only cable kids channel to see an increase of 6% in ratings from the previous quarter amongst kids aged 4 to 9 years old despite the back-to-school season. Additionally, Nickelodeon was the only cable kids channel to experience an increase of 5 minutes in average daily time spent by kids of the same age category.

All-time favorite SpongeBob SquarePants, continues to be a ratings driver in Malaysia. The animated series dominated the top three Nickelodeon kids programs amongst cable kids' ages 4 to 9 years old. Top Nickelodeon programs include The Fairly OddParents and FanBoy & Chum Chum.

Source: Kantar Media (TNS) & AGB Nielsen Media, Period: 1 January – 31 March 2011

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About Nickelodeon

Asia Nickelodeon, a number-one entertainment brand for kids, is seen in more than 242 million households throughout Asia Pacific region with seven 24-hour programming services including Nickelodeon Asia, Nickelodeon Japan, Nickelodeon India, Nickelodeon Pakistan, Nickelodeon Korea, Nickelodeon Australia and Nickelodeon New Zealand, as well as Nickelodeon branded program blocks and syndications. It has built a diverse, global business by putting kids first in everything it does with a portfolio of branded businesses including Nickelodeon movies, music, publishing, interactive games, websites and consumer products. Internationally, Nickelodeon is the most widely distributed kid's network in the world with a cumulative reach to 471 million households and 161 territories.
Nickelodeon creates and produces a diverse range of programming genres, including animation, live-action, comedy, game shows, and pre-school programs that is high-quality, non-violent, gender-neutral, humorous, reflecting real kid experiences and most importantly, from a kids' point of view. All original animations, featuring the wildly popular SpongeBob SquarePants, The Fairly OddParents, Danny Phantom, Avatar: The Legend of Aang; plus award winning pre-school programs, such as Blue's Clues, Dora the Explorer, Go, Diego Go!, The Wonder Pets, and The Backyardigans. Nickelodeon also features a mix of live-action and comedy, including iCarly, Drake & Josh, The Naked Brothers Band and the highly profiled annual Kids Choice Awards show.

MEDIA CONTACT INFORMATION:
MTV Networks Asia
Wong Ching Yee
Communications Manager, Brand Management
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