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June 23, 2008

'Camp Rock' hits a home run for Disney

The "Camp Rock" airings on Disney Channel on Friday, ABC on Saturday and ABC Family last night proved that sometimes hitting a triple can equal a home run. 

First, Disney Channel scored with its latest tween-targeted musical, with "Rock" averaging 8.9 million total viewers on Friday night. "Rock," starring the Jonas Brothers, was the second most-watched movie in Disney Channel history, behind last-year's "High School Musical 2" (17.2 million).

Saturday night's rebroadcast on ABC (3.6 million viewers, 0.9 adults 18 to 49 rating and a 3 share) can be viewed through a couple different lenses. The three-hour broadcast put ABC in second place for the night with less-than spectacular numbers. But ABC points out that its "Rock" airing's kids and tween ratings made it the highest-rated Saturday broadcast entertainment telecast in those demos in nearly six years. Sure, it's not their demo, but its plugged the Saturday night hole with a repeat and gave the grown-up network some heavy sampling from the tween set.

But it's the third broadcast of "Camp," on ABC Family on Sunday night (just in: 3.7 million), that was, weirdly enough, the most impressive.

One expected "Camp" to do heavy numbers on Disney Channel. Then, on ABC, it managed to not embarrass itself and look like the old guy at the party and that's good. But for "Rock" to then match its broadcast total viewer number during it's third airing -- on basic cable no less ... that's a pretty strong overall ROI for Disney.


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