Kids viewers plays hooky in '95: ratings down sharply for syndicated strips and weeklies; media buyers still high on power of genre. (children's television programs)(Special Report: National Association of Television Program Executives '96)

Broadcasting & Cable, January, 1996 by Littleton, Cynthia

Ratings down sharply for syndicated strips and weeklies; media buyers still high on power of genre Ratings for syndicated children's shows took an across-the-board hit kin 1995, a year ushered in by the launch of two broadcast networks that already have made major investments in kids programing.

In year-to-year comparisons of the November sweeps, aggregate national Nielsen AA ratings for the top 10 syndicated kids strips plunged 36%, and ratings for weeklies dropped 26%. The top 10 strips averaged an aggregate rating of 30.8 among kids 2-11 in November 1994, when there were 17 major kids strips in the first-run marketplace. With just 13 syndicated strips on the air last November, aggregate ratings for the top 10 shows dropped to 19.6 among kids 2-11. ...

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