At 17, Nick Jonas is the only member of his fraternal pop band to still be a teen. And while the Jonas Brothers are aging out of the target demo, the group’s appeal among Disney Channel’s core audience remains unswerving.
On Friday, Sept. 3, Disney Channel’s premiere of Camp Rock 2 served up 7.96 million total viewers, winning the week among all basic-cable networks, per Nielsen live-plus-same-day ratings data. Subsequent customized replays also drew a crowd; on Saturday night, a karaoke “Rock Along” edition of Camp Rock 2 averaged 3.74 million total viewers, while a “Sunday Dance Jam” edition hosted by the Jonas Brothers and co-star Demi Lovato delivered 3.22 million fans on Sunday night.
The premiere ranked as the week’s most-watched cable telecast among among ‘tweens 9-14 (3.2 million) and kids 6-11 (3.1 million), and helped pave the way for the Mouse to win the weekly prime time ratings battle outright. For the week ended Sept. 5, Disney Channel averaged 3.13 million total nightly viewers, of which 1.3 million were kids 6-11 and 1.14 million were members of the ‘tween set.
While Camp Rock 2 whipped up some undeniably robust sampling, the sequel faltered slightly versus the original movie debut. Camp Rock bowed to 8.86 million total viewers in June 2008, and that delivery swelled to 10.1 million upon application of Nielsen live-plus-seven-day ratings data.
Friday’s Jonas-Lovato event also served to set up a teaser for the upcoming animated comedy Fish Hooks, which is set to make a splash on Disney Channel Sept. 24. The 11-minute preview held onto 60 percent of its CR2 lead-in, drawing 4.77 million viewers.
Although Disney doesn’t carry a full complement of ad inventory, the network lined up four marquee cross-platform sponsorships for the CR2 premiere, cutting deals with Honda, Verizon FiOS, Best Western International and Sara Lee.
Ad-supported cable was a mixed bag last week, as USA Network won the reach race with an average prime time draw of 2.77 million total viewers, while ESPN took the top demos. Bristol delivered 1.18 million adults 25-54 in prime last week, and won the 18-49 demo with an average draw of 1.09 million.
Meanwhile, MTV easily outpaced the rest of the cable field with 709,000 viewers 18-34.
As it has done throughout the summer, USA put up big numbers with its original series. Covert Affairs scared up 5.26 million viewers Tuesday night at 10 p.m., while lead-in White Collar averaged 4.44 million. Burn Notice and Royal Pains are both on hiatus until November and Jan. 2011, respectively, leaving USA to pick up its other big delivery via WWE Raw. The Monday night wrestling showcase averaged 5.05 million viewers between 9 p.m. and 11:12 p.m.
For the week, USA finished second among viewers 18-49 (1.02 million).
Along with its two demo victories, ESPN took second place among ad-supported cable nets, with an average prime time delivery of 2.36 million total viewers. The sports net was buoyed by its Sunday Nascar Sprint Cup coverage (5.52 million viewers) and the return of NCAA football action. Oregon State-TCU served up 3.66 million viewers Saturday (7:41-10:52 p.m.), while the noon Miami of Ohio-Florida Gators opener drew 3.38 million viewers.
TNT took third place on the week, averaging 2.24 million viewers, of which 907,000 were members of the 25-54 crowd. The Closer was the most-watched program on ad-supported cable, averaging 7.61 million viewers in its Monday 9 p.m. time slot, while lead-out Rizzoli & Isles retained 84 percent of that earlier delivery, averaging 6.42 million viewers.
Fox News Channel ended the week in fourth place (1.83 million viewers), while Nick at Nite closed out the top five ad-supported nets with an average draw of 1.7 million.
MTV’s Jersey Shore continued to swell like a juicehead gorilla, notching its best deliveries ever with 6.54 million total viewers, 4.38 million 18-49s and 3.48 million viewers 18-34. The show’s appeal among older viewers remains as strong as ever, drawing 2.72 million adults 25-54, the week’s second-highest average in the demo behind ESPN’s Nascar coverage (2.99 million).
The final week of Nielsen’s summer season saw MTV win the bronze among the core TV demo, averaging 905,000 viewers 18-49.