Disney Junior Launches with HUGE Gains

Disney Junior, the New Learning-Focused Multiplatform Brand, Launches with Double-Digit Percent Gains “Jake and the Never Land Pirates” Ranks as the Channel’s No. 1 Weekday Preschool Series Premiere Ever Among Total Viewers and Kids 2-5.

“Mickey Mouse Clubhouse” Tops “Dora the Explorer’s” Valentine Special Head to Head; Hits 15-Month High for an Original Airing Among Boys 2-5

Disney Junior (Monday, 4:00 a.m. – 2:00 p.m.)

Reflecting the Disney brand essence with contemporary and classic stories and characters generations have a strong emotional connection to, the launch of Disney Junior, Disney Channel’s new, multiplatform brand devoted to kids 2-7 and their families, delivered impressive double-digit percent gains over year-ago daypart averages, driven by the record-setting series debut of “Jake and the Never Land Pirates” and classic favorite “Mickey Mouse Clubhouse.”

• From 4:00 a.m. – 2:00 p.m., Disney Junior exceeded the year-ago time period average by an impressive 35% among Kids 2-5 (485,000 vs. 358,000).

“Jake and the Never Land Pirates” (8:30 – 8:55 a.m.)

The series premiere “Jake and the Never Land Pirates” ranked as Disney Channel’s No. 1 weekday series debut of all time among Total Viewers (2.34 million) and Kids 2-5 (978,000/5.8 rating), and its No. 1 preschool series launch overall in Boys 2-5 (618,000/7.2 rating) and Women 18-49 (545,000/0.8 rating).

• “Jake and the Never Land Pirates” outperformed the recent premiere of Nickelodeon’s “Bubble Guppies” (1/24/11) by 35% in Total Viewers (2.34 million vs. 1.73 million) and by 11% in
  Kids 2-5 (978,000 vs. 881,000).

• “Jake and the Never Land Pirates” exceeded year-ago time period averages across the board, including by 21% in Total Viewers (2.34 million vs. 1.93 million), by 33% in Kids 2-5 (978,000 vs. 736,000) and by 75% in Women 18-49 (545,000 vs. 311,000).

“Mickey Mouse Clubhouse” (9:00 – 9:30 a.m.)

An all-new “Mickey Mouse Clubhouse” defeated “Dora the Explorer’s” Valentine special on Nickelodeon by 10% in Total Viewers (2.02 million vs. 1.84 million) and by 11% in Kids 2-5 (845,000/5.0 rating vs. 762,000/4.5 rating), and stood as the series’ most-watched original telecast in 15 months in Boys 2-5 (504,000/5.9 rating).

• “Mickey Mouse Clubhouse” was up by double-digit percentages over year-ago levels (across all demos, including by 10% in Total Viewers (2.02 million vs. 1.84 million) and by 30% in Kids 2-5 (845,000 vs. 652,000).

Related articles

• “Disney Junior – Live on Stage!” at Disney’s Hollywood Studios to debut March 2011 (chipandco.com)
• ‘Disney Junior – Live on Stage’ Opens in March at Walt Disney World and Disneyland Resorts (chipandco.com)

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