Nickelodeon increases satellite viewing share

Nickelodeon, the children’s satellite channel, continues to increase its share of viewing in satellite homes, according to the latest analysis of BARB viewing data.

In the first three weeks of last month, ending January 22, it achieved a 1.3 per cent share of all viewing, compared with 0.5 per cent in January 1994 and 1.1 per cent last July.

The Children’s Channel, now known as TCC, has held relatively steady at 0.5 per cent (0.6 per cent six months ago). TNT/Cartoon Network’s viewing share for the first three weeks in January was 1.8 per cent.

The figures are revealed in a breakdown of BARB data by Young & Rubicam’s media department. All Sky channels’ combined share of viewing continues to rise – to 19.1 per cent in January (17.4 per cent in January 1994).

However, general entertainment channel Sky One is still struggling – its viewing share was 4.7 per cent in January, down from 5.8 per cent last July and 5.4 per cent in January 1994.

“When you have channels for specific things, like sport, these inevitably lure viewers from general entertainment channels,” says Y&R broadcast director Mike Elsey.

“Sky’s channels are performing satisfactorily, especially if one includes Nickelodeon [a joint venture],” he adds. Sky One’s audience could be improved, he says, “but it is the role of general entertainment on satellite, rather than Sky One in particular, that must be questioned”.

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