Cartoon Network Latin America is Number One for Third Consecutive Year in Latest Pan-Regional Kids Study

May 5, 1998

Kids love Cartoon Network Latin America, according to the recently released Los Medios y Mercados de Latinoamerica (LMML) Kids Study. For the third consecutive year, kids ages 7 - 11 in Latin America chose Cartoon Network Latin America as their favorite network and the one they watch the most. Cartoon Network Latin America scored the highest overall marks of any pan-regional network in the study, reinforcing its number one position in the market. The study of children's viewing behavior and preferences in Latin America was conducted by Audits & Surveys Worldwide, in conjunction with the Television Association of Programmers (TAP) Latin America.

Eighty-three percent of kids living in multichannel homes report they have watched Cartoon Network, a growth of 15 percent compared to the previous year. And 70 percent report they have watched Cartoon Network Latin America within the last week, a 19 percent increase from the previous year. Cartoon Network stands out as kid's first choice as their favorite network (61 percent); almost twice the percentage of its closest competitor.

Cartoon Network Latin America's programs dominate the top ten most watched and favorite animated programs of kids in the region, with the top three positions going to Tom & Jerry, Garfield and The Flintstones. The Mask, Felix the Cat and The Jetsons are also among the same top ten. Almost half (48 percent) of children in the region watch Tom & Jerry every day.Seven of kids top 10 favorite animated characters are some of Cartoon Network's best-known properties, with the network's Tom & Jerry, Garfield and Bugs Bunny leading as the top three favorite characters.

"We're extremely proud not only that Cartoon Network Latin America has emerged as the most watched and favorite network for three years in a row, but that we continue to improve our performance significantly each year," said Charlotte Leonard, senior vice president and general manager Cartoon Network and TNT Latin America. "This is great news to toast as we celebrate the fifth anniversary of our launch in the region on April 30," she added.

The study data also indicated television watching is a major component in kids' lives. From among several choices, kids chose watching TV as their most important activity before school, after school and on weekends. Kids watch television with family members more often than alone, and television viewing is the number one activity they enjoy doing with their parents. The study also found almost half (45 percent) of all kids go shopping with the household's principal shopper.

"Cartoon Network is one of the hottest brands in Latin America," said David Levy, executive vice president of international ad sales, TBS Inc. "Qualitative and quantitative research such as LMML highlights that Cartoon Network is solidly positioned in the minds and preferences of kids. The large number of children watching the network with their families, combined with the purchasing power common to multichannel homes, provides the ideal target audience for marketers in the region."

The study is an extension of the 1997 edition of LMML, the pan-regional study of media preferences and usage among persons 12 - 64 years old. The children's edition is based on a total of 1,567 interviews completed among children 7 - 11 years old in 18 countries and Puerto Rico. The results of the study can be projected to a universe of 45.4 million children, ages 7 -11.Cartoon Network Latin America is Turner Broadcasting System, Inc.'s 24-hour cable and satellite service offering the best in animated entertainment from the world's largest cartoon library and unique original ventures such as Dexter's Laboratory, Cow and Chicken, Johnny Bravo and Big Bag. The network is seen in 8.4 million households in the region. Cartoon Network Latin America launched April 30, 1993 and is available in Spanish, Portuguese and English.Turner Broadcasting System, Inc., a subsidiary of Time Warner Inc., is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry.

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