Discovery Kids: twenty and thirty-something women behind ratings boost

The Latin American debut of CG-animated series The Little Prince has shot Discovery Kids up the TV ratings. But kids are not the only ones being captivated by the adventures of Saint-Exupéry's little hero, it seems.
Produced in France by Method Animation, LPPTV, Sony Pictures Home Entertainment, La Fabrique d'image, DQ Entertainment, Rai Fiction and ARD, the series was first aired in the region by the Discovery Networks Latin America's channel on December 2.
Less than three weeks after the broadcast of the first of the 52 episodes that make up the multiple award-winning production, initial viewing figures across the region's biggest pay-TV markets show a clear trend. Besides helping Discovery Kids become the most watched children's network during the last two weeks, twenty and thirty-something women have proved especially enthusiastic about the show.
In Brazil, The Little Prince drew the highest number of viewers for a debut programme in the channel's history, according to figures released by TV ratings agency Ibope. As a result, Discovery Kids obtained the top spot within all pay-TV channels in the 4-to-11 year-old and 25-to-34 year-old women's segments.
In Mexico, the French production directed by Pierre Alain Chartier allowed the children's network to increase its viewing figures by nearly 80% within 4-to-6 year-olds – and a whopping 600% within 25-to-34 year-old ladies.
Meanwhile in Argentina, Discovery Kids also became the most watched pay-TV channel within 4-to-11 year-olds during the last two weeks.
"The TV audience figures achieved reaffirm our belief that this series would provide an ideal opportunity for shared viewership among the entire family," said Angela Recio Sondon, vice-president and channel director for Discovery Kids Latin America.