Discovery News

Strong Halloween Programming, 'Transformers Prime' 26-Hour Takeover Stunt and Series' Season Finale Drives Week of Impressive Audience Growth on The Hub TV Network

-- Network Now at 44 Consecutive Weeks of Audience Gains --

(Los Angeles, Ca.) Powered by strong performances from its special Halloween programming and a solid showing for its ambitious marathon event “Transformers Prime” 26-Hour Takeover that culminated in the season two finale of the popular series, The Hub TV Network continued its audience growth trajectory year-to-year among its key target kids and adult demographics for the week of 10/29/12 through 11/4/12.  The network’s original series also continued to deliver sizable audience gains.

The strong week represents The Hub’s 44th consecutive week of year-to-year audience gains among its key target demographics of Kids 2-11, Persons 2+ and Households

For the week, The Hub led all kid cable networks in co-viewing among Kids 2-11 watching with Adults 18-49.

The Hub’s Wednesday Halloween programming lineup (including “R.L. Stine’s The Haunting Hour: The Series,” “Goosebumps,” the movies The Haunted Pumpkin of Sleepy Hollow and Alvin and the Chipmunks Meet the Wolfman and special Halloween-themed series episodes) earned year-to-year delivery gains among all key target demographics including Kids 2-11, Kids 6-11, Adults 18-49, Women 18-49, Persons 2+ and Households.

The network’s unprecedented “Transformers Prime” 26-Hour Takeover, which featured back-to-back presentations of every “Transformers Prime” episode, culminating in the series’ season finale delivered year-to-year audience gains in all key target demographics including Kids 2-11, Kids 6-11, Adults 18-49, Women 18-49, Persons 2+ and Households.

Also contributing to the solid week were continued strong performances of The Hub’s original series including “Family Game Night,” “Transformers Prime,” “R.L. Stine’s The Haunting Hour: The Series,” “Kaijudo: Rise of the Duel Masters” and “The Aquabats! Super Show!

Week of 10/29/12 – 11/4/12 Highlights:

Daypart Performance

  • In Total Day (Monday–Sunday, 6 a.m. – 6 a.m.), The Hub has earned year-to-year gains among Kids 2-11, Persons 2+ and Households for 44 consecutive weeks.
  • In Total Day, The Hub earned year-to-year delivery gains among Kids 2-11 (+19%, 51,000), Kids 6-11 (+29%, 27,000), Women 18-49 (+43%, 33,000), Adults 18-49 (+44%, 59,000), Persons 2+ (+28%, 140,000) and Households (+35%, 101,000).
  • In Prime (Monday–Sunday, 8 –11 p.m. ET), The Hub earned year-to-year delivery gains among Kids 2-11 (+65%, 56,000), Kids 6-11 (+70%, 39,000), Women 18-49 (+38%, 40,000), Adults 18-49 (+55%, 82,000), Persons 2+ (+48%, 196,000) and Households (+48%, 138,000).

Program Performance (all times ET)

Halloween programming highlights:

  • The full schedule of Halloween programming (Wednesday, 10 a.m. – 2 p.m. and 4–7 p.m. and 8–10 p.m.) earned year-to-year delivery gains among Kids 2-11 (+37%, 63,000), Kids 6-11 (+80%, 27,000), Women 18-49 (+87%, 28,000), Adults 18-49 (+61%, 58,000), Persons 2+ (+35%, 148,000) and Households (+24%, 102,000).
  • The Halloween-themed Tuesday afternoon lineup of “Alvin And The Chipmunks Meet Frankenstein” and “Goosebumps” (Tuesday, 4–7 p.m.) earned year-to-year delivery gains among Kids 2-11 (+313%, 128,000), Kids 6-11 (+307%, 61,000), Women 18-49 (+373%, 52,000), Adults 18-49 (+272%, 108,000), Persons 2+ (+195%, 277,000) and Households (+111%, 171,000).
  • The early Wednesday portion of Halloween programming (10 a.m. – 2 p.m.) earned year-to-year delivery gains among Kids 2-11 (+16%, 78,000), Women 18-49 (+81%, 29,000), Adults 18-49 (+157%, 59,000), Persons 2+ (+68%, 161,000) and Households (+56%, 114,000).
  • The late afternoon Wednesday lineup of Halloween programming (4 – 7 p.m.) earned year-to-year delivery gains among Kids 2-11 (+209%, 71,000), Kids 6-11 (+455%, 61,000), Women 18-49 (+76%, 30,000), Persons 2+ (+32%, 147,000) and Households (+28%, 97,000).
  • The “Transformers Prime” season two finale (Friday, 7 p.m.) earned year-to-year delivery gains among Kids 2-11 (+126%, 131,000), Kids 6-11 (+172%, 49,000), Women 18-49 (+125%, 45,000), Adults 18-49 (+686%, 228,000), Persons 2+ (+302%, 406,000) and Households (+285%, 273,000).
  • The “Transformers Prime” 26-Hour Takeover (Thursday, 5:30 p.m. – 6 a.m. and Friday, 6 a.m. – 7:30p) earned year-to-year delivery gains among Kids 2-11 (+41%, 41,000), Women 18-49 (+53%, 29,000), Adults 18-49 (+51%, 56,000), Persons 2+ (+48%, 129,000) and Households (+49%, 101,000).
  • A new episode of “Family Game Night” (Sunday, 7 p.m.) earned year-to-year delivery gains among Kids 2-11 (+300%, 132,000), Kids 6-11 (+371%, 99,000), Women 18-49 (+444%, 49,000), Adults 18-49 (+394%, 84,000), Persons 2+ (+198%, 244,000) and Households (+163%, 142,000).
  • A new episode of “R.L. Stine’s The Haunting Hour: The Series” (Saturday, 6 p.m.) earned year-to-year delivery gains among Kids 2-11 (+450%, 99,000), Kids 6-11 (+750%, 68,000), Women 18-49 (+128%, 41,000), Adults 18-49 (+106%, 68,000), Persons 2+ (+289%, 237,000) and Households (+222%, 145,000).
  • A new episode of “Kaijudo: Rise of the Duel Masters” (Saturday, 2 p.m.) earned year-to-year delivery gains among Kids 2-11 (+129%, 71,000), Women 18-49 (+2533%, 79,000), Adults 18-49 (+1400%, 135,000), Persons 2+ (+430%, 233,000) and Households (+289%, 148,000).
  • A new episode of “Care Bears: Welcome to Care-a-Lot” (Saturday, 8 a.m.) earned year-to-year delivery gains among Kids 2-11 (+86%, 39,000), Kids 6-11 (+22%, 22,000), Women 18-49 (+156%, 41,000), Adults 18-49 (+80%, 63,000), Persons 2+ (+62%, 105,000) and Households (+120%, 101,000).
  • “The Aquabats! Super Show!” (Saturday, 12 p.m.) earned year-to-year delivery gains among Kids 2-11 (+129%, 119,000), Kids 6-11 (+75%, 56,000), Women 18-49 (+229%, 56,000), Adults 18-49 (+93%, 77,000), Persons 2+ (+119%, 232,000) and Households (+51%, 125,000).

(Source: The Nielsen Company, program based dayparts, most current, 10/29/12-11/4/12 vs. 10/31/11-11/6/11, growth by delivery, co-viewing in NPower)

About The Hub
THE HUB is a multi-platform joint venture between Discovery Communications (NASDAQ: DISCA, DISCB, DISCK) and Hasbro, Inc., (NASDAQ: HAS) with a goal of entertaining, enlightening, empowering and educating children and their families.  The cable and satellite television network features original programming as well as content from Discovery's library of award-winning children's educational programming; from Hasbro's rich portfolio of entertainment and educational properties built during the past 90 years; and from leading third-party producers worldwide.  The Hub lineup includes animated and live-action series, as well as specials, game shows, and family-favorite movies.  The network extends its content through a robust and engaging online presence at www.hubworld.com.  The Hub rebranded from Discovery Kids on October 10, 2010, and is available in more than 70 million U.S. households.  The Hub logo and name are trademarks of Hub Television Networks, LLC.  All rights reserved.

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