Philadelphia, PA - June 26, 2012 - 24-hour preschool television
channel Sprout achieved its highest rated quarter ever in Q2 2012
with a household coverage area 0.22 rating/120k homes, according to
Nielsen. This marks the fifth consecutive quarter of audience
gains for the network and an increase in household delivery from
the same quarter last year of 56% (120k vs. 77k). Sprout had
double-digit percentage gains in second quarter year-to-year among
its key demographics of kids 2-5 (+68%), kids 2-11 (+72%) and women
18-49 (+22%), while its quarterly household, total persons (+55%)
and kids 2-11 audience percentage gains vs. a year ago were higher
than any other kids' networks measured, including Nickelodeon, Nick
Jr., Disney Channel, Cartoon Network, Disney XD, Nicktoons and The
Additionally, June was Sprout's highest rated month ever in
total day household ratings (0.23 rating/128k homes), marking its
eighth consecutive month of year-over-year double-digit household
percentage growth. Among the more than 90 cable networks
metered by Nielsen, Sprout netted the second highest (+54%)
year-over-year household percentage gain in June, trailing only
"Sprout's ratings were consistently strong across all dayparts
in the second quarter," said Sandy Wax, president of Sprout.
"Our Memorial Day and Father's Day holiday marathons featuring
audience favorites Caillou and Fireman Sam sparked even more
According to the recently released Spring 2012 Q-score study,
Sprout's awareness among moms of kids 2-5 has reached an all-time
Spring high of 73%. Also, over the past year, Sprout has
become available to an additional 4.8M homes (a 10% distribution
gain), making it the fastest-growing kids' network on
Available in over 50 million homes, Sprout is the first 24-hour
preschool destination available on TV, on demand and online for
children ages 2-5 and their parents and caregivers. The
24-hour digital channel, which launched in September 2005 along
with the website (SproutOnline.com), is the only channel that
follows the day of a preschooler from breakfast to bedtime with its
distinctive, interactive programming and original hosted
blocks. Sprout's VOD offering is the #1 on demand service for
younger children with over one billion views.
Sprout is a partnership among NBCUniversal, PBS, Sesame Workshop
and Apax Funds. Its program lineup of gold-standard,
curriculum-based preschool shows includes: Sesame Street®,
Bob the Builder™, Barney & Friends™, The Wiggles®, Caillou®,
Pajanimals™, Thomas & Friends™, LazyTown™, and more.
Sources: Nielsen Media Research, National MIT. Total Day
(M-Su 6a-6a) Live+Same Day playback; AA (000s); 2Q12
(03/26-06/24/12) vs. 2Q11 (03/28-06/26/11); June 2012
(05/28-06/24/12) vs. June 2011 (05/30-06/26/11). 2Q12 and
June 12 total day averages do not include 3a-6a on 6/24/2012.
Marketing Evaluations, Inc. Q-score Awareness (Spring 2012 vs.
Spring 2011). Omniture Site Catalyst June 2012.