Nickelodeon, whose ratings woes have been the subject of a dispute with Nielsen, as previously reported, has taken another blow, as rival Disney Channel beat it for the first time in average number of total daily viewers, reports TheWrap.com.
Nickelodeon has ruled in the ratings category since June 1995, when TNT held the No. 1 spot, the story says. Because children watch TV during the day, children’s networks focus on total-day ratings as a measure of their success, rather than prime-time, the article points out.
Disney Channel is on track to draw 1.57 million viewers, which counts viewers over the age of 2, in total daytime ratings for the month of March, the story says. While that represents a decline of 5% for the network, it is a much smaller decline than Nickelodeon’s plunge of 31%, leaving Nick with 1.54 million viewers in March, the story points out.
Disney Channels Worldwide President Gary Marsh pointed to the network’s "smart programming choices" in helping the network overtake Nickelodeon, the piece adds.
Nickelodeon had its own spin, noting that it beat Disney among viewers 2 to 11 in March, and that it topped Disney in total viewers for the first quarter of 2012.