Nickelodeon’s strategy of highlighting what it considers a golden age of television — the 1990s — on cable network Teen Nick has produced ratings that are "All That," reports Joe Adalian in New York Magazine’s Vulture blog.
Among viewers 18 to 34 years old, Teen Nick’s target demographic, the programming block "The 90s Are All That" resulted in a ratings surge of 850% for midnight to 2 a.m., the story says. While a repeat of "Malcolm in the Middle" on Teen Nick drew 33,000 viewers 18-34 last week, Monday night’s airing of an episode of "All That" averaged 265,000 viewers in the demo, the story notes.
Comparing Teen Nick’s numbers — including 600,000 total viewers for the midnight-hour block of “All That” and “Kenan and Kel” — with results for some bigger cable competitors (374,000 total viewers for “Lopez Tonight” on TBS, 559,000 for an “Awkward” repeat on MTV, 500,000 for Lifetime repeats of “New Adventures of Old Christine” and “How I Met Your Mother”), Adalian writes: "Considering Teen Nick doesn’t have anywhere near the profile of those other networks, its after-midnight performance can only be called extraordinary. If this keeps up, don’t be shocked if ‘The 90s Are All That’ spreads to prime time on one of the Nickelodeon channels.”