Discovery News

Strong Holiday Week Programming Caps Best-Ever November for The Hub TV Network and Drives Network to 11th Consecutive Month of Audience Growth

-- Driven by Continued Momentum of Original Series, Movie Events --

-- Newest Original Series “Littlest Pet Shop” Continues Stellar Performance --

(Los Angeles, Ca.) The Hub TV Network, one of the fastest growing cable networks, powered to its best-ever November and continued its growth momentum with its 11th month of year-over-year audience growth, capped by strong performances of holiday-week programming November 19-25, 2012.

The week and month were driven by stellar performances of The Hub’s original series, in particular the continued outstanding performances of its recently premiered series, “Littlest Pet Shop” and the new-season episodes of returning pop culture phenomenon “My Little Pony Friendship is Magic.”  Both animated series are produced by Hasbro Studios.  The Hub’s post-Thanksgiving “Black Friday” movie marathon also earned strong audience deliveries.

For the week, the network also continued to earn significant audience deliveries with its key original series, including “Pound Puppies,” Family Game Night” (both produced by Hasbro Studios), “Care Bears: Welcome to Care-a-Lot,” “Dan Vs.” and “The Aquabats! Super Show!”

In November the network’s new series “Littlest Pet Shop,” which premiered November 10, was the top-ranked series on The Hub among all key demographics. 

For the month of November, in Total Day and in Prime time, The Hub earned year-to-year delivery gains among Kids 2-11, Kids 6-11, Women 18-49, Adults 18-49, Persons 2+ and Households.

For the week of November 19-25, in Total Day and in Prime, The Hub earned year-to-year delivery gains among Kids 2-11, Kids 6-11, Women 18-49, Adults 18-49, Persons 2+ and Households.

November Monthly Highlights 

Daypart Performance Highlights

  • In Total Day, The Hub delivered its best November ever among Kids 2-11, Kids 6-11, Women 18-49, Adults 18-49, Persons 2+ and Households.
  • In Total Day, The Hub has demonstrated year-to-year gains among Kids 2-11, Kids 6-11, Women 18-49, Adults 18-49, Persons 2+ and Households for 11 consecutive months. 
  • In Prime (Monday – Sunday, 8-11 p.m. ET), The Hub earned year-to-year delivery gains among Kids 2-11 (+16%, 52,000), Women 18-49 (+32%, 37,000), Adults 18-49 (+48%, 71,000), Persons 2+ (+25%, 170,000) and Households (+26%, 115,000).

Program Performance (all times ET)

  • “Littlest Pet Shop” (all telecasts averaged together) is the top ranked series of the month on The Hub with Kids 2-11 (150,000), Kids 6-11 (85,000), Women 18-49 (45,000), Persons 2+ (259,000) and Households (168,000).
  • The series premiere of “Littlest Pet Shop” (Saturday, November 10, 11 a.m.) set The Hub’s delivery record for an original series premiere with Kids 2-11 (351,000), Kids 6-11 (160,000), Adults 18-49 (159,000), Persons 2+ (577,000) and Households (326,000).
  • The season three premiere of “My Little Pony Friendship Is Magic” (Saturday, November 10, 10 a.m.) was the highest season debut of the show since it premiered on The Hub in 2010, and marked the third year of consecutive growth with kids and adults.   Kids 2-11 (391,000), Kids 6-11 (171,000), Women 18-49 (106,000), Adults 18-49 (179,000), Persons 2+ (686,000) and Households (388,000) all delivered their highest season premiere ratings for the series.

Week of 11/19/12

Daypart Performance Highlights 

  • In Total Day, The Hub earned year-to-year delivery gains among Kids 6-11 (+17%, 27,000), Women 18-49 (+19%, 25,000), Adults 18-49 (+13%, 45,000), Persons 2+ (+9%, 126,000) and Households (+10%, 89,000).
  • In Prime (Monday – Sunday, 8-11 p.m. ET), The Hub earned year-to-year delivery gains among Kids 2-11 (+97%, 57,000), Kids 6-11 (+68%, 32,000), Women 18-49 (+30%, 30,000), Adults 18-49 (+23%, 54,000), Persons 2+ (+35%, 154,000) and Households (+28%, 102,000).

Program Performance (all times ET)

  • A new episode of “My Little Pony Friendship is Magic” (Saturday, 10:30 a.m.) earned year-to-year delivery gains among Kids 2-11 (+117%, 280,000), Kids 6-11 (+460%, 140,000), Women 18-49 (+314%, 87,000), Adults 18-49 (+247%, 125,000), Persons 2+ (+192%, 494,000) and Households (+143%, 316,000).
  • A new episode of “Littlest Pet Shop” (Saturday, 11:30 a.m.) earned year-to-year delivery gains among Kids 2-11 (+96%, 214,000), Kids 6-11 (+345%, 138,000), Women 18-49 (+63%, 49,000), Adults 18-49 (+30%, 61,000), Persons 2+ (+89%, 304,000) and Households (+111%, 222,000).
  • A new episode of “Pound Puppies” (Saturday, 9 a.m.) earned year-to-year delivery gains among Kids 6-11 (+28%, 55,000 and Households (+46%, 194,000).
  • The Hub’s Black Friday Movie Marathon (4 p.m. – 4 a.m.), featuring “Cats & Dogs” (4 p.m. – 6 p.m. and 10 p.m. – 12 a.m.), “Cats & Dogs: The Revenge of Kitty Galore” (6 p.m. – 8 p.m. and 12 a.m. – 2 a.m.) and “Monster House” (8 p.m. – 10 p.m. and 2 a.m. – 4 a.m.), earned year-to-year delivery gains among Kids 2-11 (+166%, 93,000), Kids 6-11 (+104%, 57,000), Women 18-49 (+113%, 34,000), Adults 18-49 (+121%, 62,000), Persons 2+ (+152%, 214,000) and Households (+161%, 146,000).
  • 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 (+393%, 74,000), Women 18-49 (+820%, 46,000), Adults 18-49 (+125%, 54,000), Persons 2+ (+202%, 130,000) and Households (+122%, 100,000).
  • A new episode of “Family Game Night” (Sunday, 7 p.m.) earned year-to-year delivery gains among Kids 2-11 (+71%, 72,000), Women 18-49 (+227%, 36,000), Adults 18-49 (+66%, 53,000) and Persons 2+ (+42%, 138,000).
  • A new episode of “Dan Vs.” (Saturday, 4 p.m.) earned year-to-year delivery gains among Kids 2-11 (+29%, 62,000) and Kids 6-11 (+73%, 52,000).
  • “The Aquabats! Super Show!” (Saturday, 12 p.m.) earned a year-to-year delivery gain among Kids 6-11 (+84%, 79,000).

(Source: The Nielsen Company, program based dayparts, most current, 10/29/12-11/25/12 vs. 10/31/11-11/27/11; 11/19/12-11/25/12 vs. 11/21/11-11/27/11, growth by delivery)

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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