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[via press release]

Viewers Flock to Nickelodeon’s Most-Watched Series Premiere Ever — The Penguins of Madagascar

Penguins Draws 6.1 Million Total Viewers

Sets New Record as Nick’s Most-Watched Animated Series Premiere with Kids 6-11; Scores a New Series Best with Tweens

NEW YORK, March 30 — Nickelodeon’s highly anticipated debut of the CGI-animated series The Penguins of Madagascar (Saturday, March 28, 9:30 p.m. [ET/PT]) ranks as the most-watched series premiere in the network’s history, drawing 6.1 total million viewers (P2+). The half-hour premiere also delivered more kids 6-11 than any other Nick animated series premiere, averaging an 11.0/2.3 million K6-11. Additionally, it was the best new series premiere performance ever with tweens, averaging a 10.8/2.3 million T9-14.

Highlights for The Penguins of Madagascar premiere include:

— The Penguins of Madagascar premiere episode “Launchtime” (Saturday,
March 28, 9:30 p.m. [ET/PT]) broke Nickelodeon records as the
most-watched series premiere in Nickelodeon’s history (replacing prior
record holder All Grown Up in 2003 with 5.2 million total viewers),
drawing 6.1 million total viewers (P2+), up +65% in delivery over last
year.

— The telecast was Nick’s most-watched and highest-rated animated
premiere with kids 6-11, averaging an 11.0/2.3 million with K6-11, up
+51% in rating.

— “Launchtime” drew the largest tween audience and rating for a
Nickelodeon series premiere, posting a 10.8/2.3 million T9-14, up
+54%.

— Penguins averaged an 8.5/3.0 million K2-11, up +53% and the second
most-watched premiere in Nick’s history with this demographic.

— The Penguins of Madagascar delivered the highest rating ever for a
show that followed the Kids’ Choice Awards, retaining 77% of the KCA
audience.

— A Penguins of Madagascar dedicated mini site, which launched on Oct.
30, 2008, drew 2.4 million unique visitors since its debut, and
featured a series of four new mini-games, which garnered 1.5 million
game plays (3/12/09-3/30/09).

The Penguins of Madagascar premiere followed Nickelodeon’s 2009 Kids’ Choice Awards, which set a new record on Saturday, March 28, (8-9:30 p.m. ET/PT) as the biggest Kids’ Choice Awards to date. The star-studded telecast drew a record 7.7 million total viewers (P2+) and earned its highest ratings ever among kids and tweens.

Nickelodeon will feature two weeks of Penguins primetime premieres weeknights until April 10, at 8:00 – 8:30 PM (ET/PT). The new series, which is co-produced by DreamWorks Animation SKG, Inc.–and followed Nickelodeon’s highest-rated and most-watched Kids’ Choice Awards ever–follows the exploits of the beloved penguin brothers from DreamWorks Animation’s hit feature films Madagascar and Madagascar 2: Escape to Africa. Andy Richter (Late Night with Conan O’ Brien) and Tom McGrath (co-created the Penguins characters and directed both Madagascar films) reprise their roles as Mort and Skipper from the feature films, and Nicole Sullivan (MadTV) rounds out the ensemble voice-over cast. The series will move to its regular timeslot on Saturdays at 10:00-10:30 AM (ET/PT) beginning April 18.

Nickelodeon, now in its 30th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books, magazines and feature films. Nickelodeon’s U.S. television network is seen in more than 98 million households and has been the number-one-rated basic cable network for 14 consecutive years. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NYSE: VIA, VIA.B).

Source: Nielsen Media Research, Fast Nationals, Live+Same Day, 3/28/09

SOURCE Nickelodeon