Transformers Prime return to the Hub gains serious ratings boost

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The Hub has issued the following press release regarding Transformers Prime's return to The Hub this past week.


Highly Anticipated Series Premiere of TRANSFORMERS PRIME on The Hub Blasts Ratings




-- Episode is The Hub’s Best-Ever Series Premiere; Generates Quadruple Digit Percentage Gains Across Key Demographics --




(Los Angeles, Ca.) The lure of the ongoing battle between the Autobots
and the Decepticons for control of the Earth, and the introduction of a
new character drove huge ratings increases with the Friday, February 11,
premiere of the series "Transformers Prime" on The Hub, a television
network for children and their families. The Hub is a joint venture
between Discovery Communications and Hasbro, Inc.




The strong performance of the eagerly awaited CGI-animated series from
Hasbro Studios, which included the unveiling of the newest character,
Skyquake, was the best-ever series premiere for The Hub among
Households. The episode also generated massive time period increases
versus prior four-week averages across virtually all of the network's
key target demographics including Kids 2-11 (+1350%), Kids 6-11
(+1250%), Adults 18-49 (+2700%), Women 18-49 (+4000%), Persons 2+
(+1618%) and Households (+1333%). Also, Men 18-49 increased by +2050%.




In addition, the strong performance of "Transformers Prime" boosted
significantly the audiences for its lead-in and lead-out series versus
prior four-week averages. "G.I. Joe Renegades" (6 p.m. ET) delivered
solid gains among Kids 2-11 (+51%), Kids 6-11 (+64%), Boys 2-11 (+86%),
Boys 6-11 (+76%, 30,000), Adults 18-49 (+108%), Women 18-49 (+100%),
Persons 2+ (+54%) and Households (+85%). "Family Game Night" (7 p.m. ET)
saw increases in key demographics including Kids 2-11 (+23%).




Highlights for the week include:




Programming Highlights, "Transformers Prime":




* Friday's series premiere of "Transformers Prime" (6:30 p.m. ET)
was The Hub's best-ever regular series premiere by delivery with
Households (172,000).




* Quadruple-digit percentage time period (Fri, 6:30 p.m. ET)
increases from the prior four-week average in virtually all key demos
including: Kids 2-11 (+1350%, 145,000), Kids 6-11 (+1250%, 81,000),
Adults 18-49 (+2700%, 84,000), Women 18-49 (+4000%, 41,000), Persons 2+
(+1618%, 292,000) and Households (+1333%, 172,000). Men 18-49 increased
by +2050% (43,000).




* The same was true for boys, girls and pre-schoolers, as all these
demos were up by huge gains in the time period: Boys 2-11 (+1650%,
105,000), Girls 2-11 (+1200%, 39,000), Boys 6-11 (+1600%, 68,000), Girls
6-11 (+550%, 13,000), Kids 2-5 (+1475%, 63,000), Boys 2-5 (+1750%,
37,000) and Girls 2-5 (+1200%, 26,000).




Other Programming Highlights:




* "G.I. Joe Renegades"(6 p.m. ET, the lead-in to "Transformers
Prime"), gained from the prior four-week time period average among: Kids
2-11 (+51%, 56,000), Kids 6-11 (+64%, 36,000), Adults 18-49 (+108%,
50,000), Women 18-49 (+100%, 28,000), Persons 2+ (+54%, 128,000),
Households (+85%, 74,000), Boys 2-11 (+86%, 39,000) and Boys 6-11 (+76%,
30,000).




* The strong premiere of "Transformers Prime" also boosted the
lead-out, as "Family Game Night" (7 p.m. ET) saw gains among Kids 2-11
by +23%, (87,000) versus the prior four-week average.




* "Dan Vs." (Saturday, 8 p.m. ET) scored significant delivery
increases against the prior four-week time period average among key
demos, including Households (+28%, 68,000), Kids 2-11 (+169%, 94,000),
Kids 6-11 (+200%, 81,000), and Persons 2+ (+65%,119,000).




* "R.L. Stine's The Haunting Hour" (Saturday, 8:30 p.m. ET) earned
delivery increases against the prior four-week time period average among
key demos, including: Households (+30%, 82,000), Kids 2-11 (+100%,
82,000), Kids 6-11 (+68%, 57,000), Adults 18-49 (+12%, 38,000), and
Persons 2+ (+45%,145,000).




Co-Viewing and Reach:




* For this week, The Hub was the top co-viewed network among all kid
cable networks in Kids 2-11 and Adults 18-49. Thirty six percent (36%)
of Kids 2-11 watched with an Adult 18-49, out-performing Nickelodeon
(23%), Disney Channel (21%) and Cartoon Network (20%).




* This weekend (multiple telecasts), "Transformers Prime" reached more than 1 million unique, unduplicated Persons 2+.




Competitive Highlights:




* The series premiere of "Transformers Prime" beat nickToons
head-to-head in delivery in the time period with several key demos,
including Households (+35%), Persons 2+ (+64%), Kids 2-11 (+71%), Boys
2-11 (+228%), Kids 6-11 ( +113%), Boys 6-11 (+152%), Girls 6-11 (+18%),
Adults 18-49 (+105%), Men 18-49 (+43%) and Women 18-49 (+273%).




Source: Nielsen Media Research; program based dayparts; most current;
2/11/11 vs. 2/4/11 or vs. 1/14/11-2/4/11, growth by (000). 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,
specials and game shows, and the network extends its content through a
robust and engaging online presence, http://www.hubworld.com. The Hub rebranded
from Discovery Kids on October 10, 2010, and reaches approximately 60
million U.S. households. The Hub logo and name are trademarks of Hub
Television Networks, LLC. All rights reserved.