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Terrestrials take back thedial, but more kids tune in to Teletoon

Mediamétrie's annual survey of French cable and satellite channel (CanalSatellite and TPS) ratings for 2001--Mediacabsat (previously known as Audicabsat)--indicates that French terrestrials continue to reclaim ground previously lost to their dedicated commercial counterparts and hones in on an emerging battle for tube supremacy.
October 1, 2001

Mediamétrie’s annual survey of French cable and satellite channel (CanalSatellite and TPS) ratings for 2001–Mediacabsat (previously known as Audicabsat)–indicates that French terrestrials continue to reclaim ground previously lost to their dedicated commercial counterparts and hones in on an emerging battle for tube supremacy.

Released in August, the survey shows that terrestrials are commanding a 52.8% share among kids four to 14, up 3% over 2000 Audicabsat figures and 4.7% over 1999. Terrestrial Canal J’s rebranding and repositioning efforts focused on action-adventure animation for the seven to 12 set continue to pay off. The net captured 3.4 million viewers and a total audience share of 46.2% (encompasses potential audiences for both terrestrial and commercial channels), nabbing top terrestrial kidcaster honors among kids four and up with a 1.3% share among all potential satellite and cable homes.

And yet the ratings tug-of-war between France’s terrestrial and dedicated channels is as hard fought and hard won as ever, with Canal J and Teletoon duking it out across various age segments. According to survey results, Teletoon is tops, garnering a 50.4% share of its total potential audience and conceding only to Canal J among kids four and up, with a 1.1% share among potential cable and satellite homes on the commercial platform. Teletoon also sweeps the four to 14 and four to 10 segments (6.5%/8.8%), with Canal J coming in second among the four to 14 set (6.3%). The net’s winning strategy centers on interactivity and heavy branding by way of a 3-D mascot named Georgio.

Commercial net rivals Disney Channel, Fox Kids and Cartoon Network lag behind Teletoon, commanding slightly smaller audience shares. Among kids four and up, Disney nabs a 48.7% total audience share and 0.8% of cable and satellite homes on the commercial platform, with Fox Kids (45%/0.9%) and Cartoon Network (41.8%/0.6%) following close behind. The story is similar among kids four to 14, with Fox Kids trailing Canal J with a 5.9% share and Disney Channel (4.3%) and Cartoon Network (3.2%) bringing up the rear.

The Mediacabsat survey was conducted in 911 French households between February and July 2001.

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