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Adult Swim draws more young men than ESPN and MTV? Dude!

Feb 28, 2007, 07:30 PM | by Joshua Rich

Categories: TV Ratings

Aquateen_l It's now a month past that ill-conceived Aqua Teen Hunger Force (pictured) marketing ploy-slash-terrorism hoax in Boston, and the ratings are in. ATHF's home base, the Cartoon Network's Adult Swim broke all sorts of cable records in February among young and male viewers. Moreover, it extended its streak as the top cable channel among men aged 18-24 to 23 months — yep, more cereal-eating, pot-smoking, dorm-living homebodies watch Adult Swim than tune in to outlets like ESPN or MTV. Dude!

Man. Oh, man. The spin machine would have you believe that this achievement is largely the product of Family Guy and Futurama marathons and of Nielsen Media Research's recent decision to include college students in its count. But is that all there is to it? Isn't it possible that the ATHF stunt sparked interest in a show and network that many people hadn't heard about? (I admit to having been one of them — it's been years since I didn't inhale/was in college/had no life).

To be fair and fully disclose: Turner Broadcasting, which owns the Cartoon Network (and is a part of EW.com parent Time Warner), paid a $2 million fine of sorts, and the channel's honcho resigned. But does all this still leave a bad taste in your mouth? And what do the higher ratings mean for the marketing mavens of the future, who may be looking at the Boston thing with a certain twisted admiration?

EdtheRed Fri, Jun 6, 2008 at 12:44 AM EST

...also I hate cereal!

EdtheRed Fri, Jun 6, 2008 at 12:33 AM EST

I have watched [adult swim] since it began its evolution from the toonami midnight run; since it was a half hour of experimental original shorts. I was in college at the time, but have been up late watching cartoons my whole life. I graduated with honors and am now a successful electrical engineer. I still watch [adult swim] everynight with my beautiful wife of nine years, and have been high as I wanna be the entire time. You drink at all? Of course you think weed is worse for you, but how cerebral is your job, really. You know nothing about weed or [adult swim], so how about keeping your ill-informed opinions to yourself. As is evident by these posts, it just makes you look like a hater with nothing better to direct your hatred towards. So be nice to the "pothead" that fixes your computer next time it breaks; chances are he is going to watch some Sealab 2021 when he gets home!

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Juicyus Maximus Tue, Apr 17, 2007 at 08:22 PM EST

The guy who wrote this should just eat the Broodwich and be done with it.

David Tue, Apr 3, 2007 at 03:13 AM EST

I'm posting a comment as hard as I can.

Keeley Hazell Wed, Mar 28, 2007 at 02:07 AM EST

Keep up the good work for:
www.monsterclips.co.uk

Cybernetic Ghost of Christmas Past From the Future Fri, Mar 23, 2007 at 08:51 PM EST

^^^^46 yr old ATHF fan...not a drunk, addict or slacker...

No surprise to me that the ratings are so good...no obnoxious, unfunny folks like Stuart Scott, Dickie V., Sean Salisbury, Flavor Flav, Hulk Hogan, or disgustingly spoiled 16 year olds like the other 2 networks...

Kind of surprised AS hasn't bought syndication rights to "South Park", like they have with "Futurama" and "Family Guy". Seems like it would be a perfect fit, along with ATHF, Robot Chicken, Venture Brothers, Metalocalypse, Minoriteam, etc.

"You should have gotten a snack!"

FreddyMercuryFan Fri, Mar 23, 2007 at 08:19 PM EST

Maybe next time you'll want to do a little research before slandering a large group of people. Moron.

Err Thu, Mar 8, 2007 at 04:44 AM EST

23 Months? That is the new MOON Record.

http://aquateenshirts.com

JS Sat, Mar 3, 2007 at 11:39 PM EST

Of course the comedies get mention, absolutely nobody ever mentions the (mostly) quality anime series that is shown for those that actually stay after the comedies. Heck, that should be [as]'s slogan: "Come for the comedies, stay for the anime."

Fullmetal Alchemist (FMA) had a good, lengthy weeknight rerun period, and it should have gotten more attention and promotion. At least FMA is on the adultswimfix website now. Still, some good anime can be found after the comedies on [as]. (Well, the good anime and then InuYasha. Hee.)

b Fri, Mar 2, 2007 at 11:44 AM EST

it's difficult to attribute the 23 month streak to the boston lite brite incident when there was already a streak of over 20 months in place at the time some people in boston got scared of lights that run on batteries.

My Next Auctions Thu, Mar 1, 2007 at 11:25 PM EST

I still can't get over the fact that they're selling those blinking devices on eBay auctions, I wonder if I still have the time to bid for them in my next auctions.

http://www.myauctionfeedback.com/

Robert Thu, Mar 1, 2007 at 07:33 PM EST

Why does the media insist on calling what happened in Boston a Hoax?

http://dictionary.reference.com/browse/hoax

the-ian Thu, Mar 1, 2007 at 06:48 PM EST

"What, you just DECIDE that I'm drunk? You can't decide, that decision is mine and God's."

ATHF is a postmodern masterpiece.

Black Whale Thu, Mar 1, 2007 at 06:48 PM EST

"Matter of fact I think I'd say YOUR the loser for watching crap that the masses dull their brains with."

Okay first of all that solves nothing. Second of all, you're just doing what he did. And third, you look like more of a loser for bringing great attention to the wrong form of the word "You're"

Jim Thu, Mar 1, 2007 at 06:15 PM EST

If it wasn't for the Boston incident I would have never discovered Aqua Teen Hunger Force. Advertising works!

Norcal ATHF Thu, Mar 1, 2007 at 06:09 PM EST

So with my comment and the one for the Moonbong, that is .083% of the poster here smoke the herb and watch [AS]. Seems the writer is a little delusional and wants to impress his young republican friends.

Kevin Bracken Thu, Mar 1, 2007 at 05:51 PM EST

I still maintain that the LED mosaic was brilliant, effective and completely harmless. Boston police totally overreacted (as is evidenced by their SECOND controlled demolition in a month yesterday) and I am sad that marketing things this way in the future will probably be off-limits.

I, for one, would like to see more LED displays!

Luke Thu, Mar 1, 2007 at 05:49 PM EST

Boston police are a bunch of morons. They are the only city to misinterpret the ATHF marketing campaign. Just recently, they blew up a traffic counter device because they thought it was a bomb.

Rxman101 Thu, Mar 1, 2007 at 05:44 PM EST

I am a college student, and many of my peers (including myself) are exceptionally engaged by the Adult Swim programming. I would tend to agree that the 18-24 age range is probably the predominant demographic of AS, however there are of course tons of people outside that range that enjoy the shows. I see what Rich was trying to do by "lowering himself" to the level of his proposed audience, but I agree it came off poorly. Regardless, Boondocks is one of the best shows being currently produced - with shows such as this on thier line-up it comes as little surprise that they're meeting with success.

Rebecca Thu, Mar 1, 2007 at 05:40 PM EST

"FRIENDS" MUST DIE !!

Norcal ATHF Thu, Mar 1, 2007 at 05:40 PM EST

Im a stoner and I watch ATHF!

Rebecca Thu, Mar 1, 2007 at 05:37 PM EST

Just because you choose to watch Gilmour Girls instead of Adult Swim when you relax at night doesn't mean those guys are losers. Matter of fact I think I'd say YOUR the loser for watching crap that the masses dull their brains with. At least my husband (who is a non-drinker, non smoker and drug free) and myself laugh hysterically and bond every night before bed thanks to Aqua Teen Hunger Force.

democritus Thu, Mar 1, 2007 at 05:25 PM EST

I can't see why anyone could be surprised. Color this guy the new Rick Romero, modeled after Captain Obvious.

The only problem with this "insight" is the dig at people who watch Adult Swim as unemployed or stoners, neither of which has anything to do with reality.

I agree with other comments here that you don't call someone who watches a cooking show a fatass winelover. That's just another negative and pointless stereotype of the sort that this nameless coward "Popwatch" editor slams.

Next thing, she/he will be lining people up at the gates of gassing shower...

David Thu, Mar 1, 2007 at 03:48 PM EST

MTV is irrelevant nowadays. Their programming is aimed mostly at women or metrosexuals. A waste of space on my DirectTv channel lineup.

Russell Thu, Mar 1, 2007 at 03:26 PM EST

Is it just me or should people who write for an entertainment mag. for a living stick to writing about things they have actually heard of/seen? Mr. Rich after your write your apology please stick to writing about American Idol and the latest CBS reality show (and other things that you really do need to be on drugs to enjoy).

furry_tom Thu, Mar 1, 2007 at 02:55 PM EST

Lower the Moon Bong!
http://www.youtube.com/watch?v=lVkawKGJ_84

Ep Sato Thu, Mar 1, 2007 at 02:51 PM EST

Pot is overrated. Moonijuana on the other hand...

ceej Thu, Mar 1, 2007 at 02:35 PM EST

The Neilsens are total crap. They don't even count we legions of black, female, comic book sci-fi computer geeks!

furry_tom Thu, Mar 1, 2007 at 02:05 PM EST

I love ATHF and I don't smoke pot. Only black tar heroin for me.

Ep Sato Thu, Mar 1, 2007 at 01:59 PM EST

Why's everyone dissing on Joe Bong hit? There's pot smokers in every strata of American society, and not every stoner is a loser. That'd be like saying everyone who has a glass of wine with their dinner is a lush. What Josh Rich refers to is the key demographic late night tv producers look for.
While the exceptions to the rule have been posting like mad today, keep in mind that we 30 somethings are not the intented audience for AS, even if we are for EW.

I'd also wager that many ESPN watchers are also AS fans, as I once heard an ESPN commentator say "he's gonna make the homies say ho and the girlies wanna scream".

There's no reason to be offended if you like the channel and don't fit their viewer profile. Vespa scooters are mostly aimed at affluent white suburbanites but my broke spik azz still rides one. Hip hop allegedly aims at a black audience but tons of white people listen to it. And salsa's made for Puerto Ricans, but I hardly see any of us out on Salsa night.

spencer1279 Thu, Mar 1, 2007 at 01:54 PM EST

The Boston incident wasn't planned to go down the way it did, and I'm still amazed that no one from the Boston police or government has been forced to resign for their complete incompetence in handling the situation. The same marketing campaign was done in 15 other cities without anything close to the freak out seen in Boston. Another campaign that attempted to deliberately replicate what Adult Swim did accidentally would be rightly chastised and would lose business. You don't deliberately pray on peoples terrorism fears (unless you're in politics, of course). Adult Swim will tread more carefully in future promotions, but they haven't suffered ratings-wise because when people saw the glorified LiteBrite boards that were causing such a fuss in Boston, mostly their first reaction wasn't fear, but befuddlement at how the city of Boston could be so stupid.

J.P. Thu, Mar 1, 2007 at 01:35 PM EST

Keeping in step with the rest of the comments- I am yet another male (age 18-24), in college, who watches (and has watched for many years) the Adult Swim program lineup. And- another big shocker here- I am not a pot smoker, nor am I associated with drugs in any way. What drew me to Adult Swim several years ago (long before "Family Guy" and "Futurama" became part of the lineup)was the fact that they offered alternative entertainment- that is, the shows that they ran, and still run, break away from the sitcom norm. I'm more than a little bored with the tired programming that the networks play, and pass of as "new". Adult Swim has provided me with a way of escaping from this kind of crap-television by offering shows that are relativley smart, original, and sometimes scathing- even if they are a bit quirky.

Fatima Thu, Mar 1, 2007 at 01:05 PM EST

Still waiting on that apology Mr. Rich.

Dave Thu, Mar 1, 2007 at 12:33 PM EST

I'm deeply offended by your completely unprofessional characterization of Adult Swim fans; I've never done drugs nor am I a 'deadbeat'. I hope you realize some day that you really shouldn't insult your reader base.

Gum Thu, Mar 1, 2007 at 12:26 PM EST

I LOVE Frisky Dingo. My wife and I watched it (taped on VCR) each week. And hey, at least Adult Swim takes risks *glares at MTV and VH1*.

Dave Thu, Mar 1, 2007 at 12:18 PM EST

MTV is garbage. I watch adult swim religious and don't smoke pot or go to college! Bring us the new futurama episodes STAT!

paul Thu, Mar 1, 2007 at 12:15 PM EST

It is a little offensive the way you have portrayed AS. It might not hit with every show, but it is the most original programming on TV. It's a breath of comedic fresh air compared to the garbage put out on MTV and VH1. Its nice to see that there is some place for talented original programming. Maybe, just maybe, the reason it is so popular is because of the quality shows it keeps producing. Tim and Eric show....Funniest show on TV by far. SNL should take lessons from those two guys on how to produce a sketch comedy show.

paul Thu, Mar 1, 2007 at 12:15 PM EST

It is a little offensive the way you have portrayed AS. It might not hit with every show, but it is the most original programming on TV. It's a breath of comedic fresh air compared to the garbage put out on MTV and VH1. Its nice to see that there is some place for talented original programming. Maybe, just maybe, the reason it is so popular is because of the quality shows it keeps producing. Tim and Eric show....Funniest show on TV by far. SNL should take lessons from those two guys on how to produce a sketch comedy show.

John Thu, Mar 1, 2007 at 10:56 AM EST

I am male, 33, married, a teacher, and about to welcome my first child next month. I have never done drugs, and I teach kindergarten. I look forward to Adult Swim like I used to anticipate Saturday morning. Hopefully the market research will convince them to expand it to 7 nights a week. Favorite show: I am LOVING Frisky Dingo, and I already miss Tom Goes To The Mayor.

I Duddits Thu, Mar 1, 2007 at 10:52 AM EST

Futurama and Robot Chicken are excellent. More guys watch AS than ESPN, a bit hard to believe. More than MTV...well duh. All MTV has is waste of space shows like my Sweet 16 and Next. Get MTV back to music!!!!

Kevin Thu, Mar 1, 2007 at 10:19 AM EST

Yeah I'm not the biggest fan of the statement that we AdultSwim fans have to be pot smoking losers with no lives. I'm a 26 year old HR Professional and I've been a fan of adultswim since the very beginning and no i've never done drugs.

K Thu, Mar 1, 2007 at 10:10 AM EST

I'm a 26 year old female and a huge fan of Adult Swim...especially The Venture Brothers. Genius...and freakin hilarious. Oh, and in case anyone cares, it's been picked up for a third season and probably a fourth...but it probably won't air til a year from now.

Auriana Thu, Mar 1, 2007 at 09:59 AM EST

I agree...you definately don't have to be a college aged, drunken male to enjoy Adult Swim. I'm a female professional and watch it every night. Been watching it since back in the days of Sealab and Space Ghost. It stays on all night in my room.

Ep Sato Thu, Mar 1, 2007 at 09:52 AM EST

Saying you don't have to be a pot smoker to enjoy Adult Swim is like saying you don't have to be a pot smoker to enjoy the Greatful Dead. It's not necessary, but it helps.

And ahem, I've been a loyal adult swimmer since they started it up.

David Thu, Mar 1, 2007 at 08:14 AM EST

You don't have to be 18 to 24 to enjoy Adult Swim. I am well into my 30s and have enjoyed Adult Swim for years. I think most executives are out of touch with reality and stick to the outdate stereotypes on what type of individuals watch TV and spend money. I bet I have more disposable income to spend than the average 18 to 24 year old. They should realize most men never grow up.

noneya Thu, Mar 1, 2007 at 03:46 AM EST

I'm watching Moral Orel right now! I enjoy it, especially when taking my pain medication. I must say, I agree with many on this board that you did come off as something of a bugger with this piece, Mr. Rich.

Sean Thu, Mar 1, 2007 at 03:45 AM EST

ok...when i first heard about the "terrorist threat" and saw the blinking athf i thought how dumb do you have to be? also you dont have to be a pot head to like these shows. i have never smoked and i watch them. venture bros. the best cartoon since futurama...which shouldve come back instead of family guy!!!!

Philip Thu, Mar 1, 2007 at 01:56 AM EST

#1 in da hood G!

Ep Sato Thu, Mar 1, 2007 at 12:22 AM EST

I'd have to agree with the spin machine, but they are ignoring the fact that these college guys were watching Adult Swim the whole time. In my college days, Cartoon Network hadn't spun off the grown up shows, so my stoner friends and I would watch regular cartoon network between bong hits at night. Given that most Genx and now GenYers grew up addicted to cartoons and video games, it makes sense that we'd be hooked on that sort of gig to this day.

I doubt the stunt had anything to do with the real numbers since AS has been #1 with this coveted age group since 23 months ago per your own article....

brandonk Wed, Feb 28, 2007 at 11:53 PM EST

I didn't follow this story very closely, but what I've heard about it suggests that it was completely blown out of proportion. Apparently the same marketing tactic was used elsewhere with no ill effect.

Fatima Wed, Feb 28, 2007 at 11:46 PM EST

"it's been years since I didn't inhale/was in college/had no life)."

Oh come off it. You sir are really a pretentious a-hole. So if I like ATHF I have no life? Is it because it's a cartoon about lowlife fast food? Its just as valid as any other show on TV. And in the case of The Boondocks, smarter than anything on TV. You say you haven't even heard of it, yet you still jump on the opportunity to judge it.

Since when does being a college student make you stupid? I hold all my entertainment to the same standards as the next person. And what really makes "Grey's Anatomy" less of a life waster than smart and funny cartoon shorts?

Julian Wed, Feb 28, 2007 at 11:14 PM EST

If EW can't see the genius that is The Venture Bros (the smartest show since Arrested Development was canceled) then I don't know what else to say!

vegaskitty Wed, Feb 28, 2007 at 11:08 PM EST

I have been watching (and loving) Adult Swim for years. I am female and rarely inhale, but mushroom television - I MEAN adult swim - has clever, original shows that are not at all intended for children! Finally!! Something thats only fun for part of the family!

sarah Wed, Feb 28, 2007 at 10:54 PM EST

ROBOT ChICKEN!!!!!!

Lesha Wed, Feb 28, 2007 at 10:44 PM EST

To second a lot of what other people were saying, I've been watching ATHF for years, though never while in College and I've never lit up, and I'm female! It's a great show. Followed by SPC2C and the Brak Show it was the best lineup ever!

ceej Wed, Feb 28, 2007 at 10:34 PM EST

The Boondocks, Robot Chicken, Moral Oral ... with shows like these is it any wonder?

And who doesn't enjoy a box of Cap'n Crunch whilst viewing the hilarity that is Sea Lab 2021?

AdultSwimHQ.com Wed, Feb 28, 2007 at 08:45 PM EST

I'm sure the change in the ratings system played a big part in the ratings boost. Adult Swim claimed that their ratings went up over 20% the week of the bomb scare and the weekend of the bomb scare brought in ratings over 1,000,000 for their most popular show, Family Guy. I would expect to see this surge drop slightly, but stay up there because of the college students who love Adult Swim's programming, though not all their shows.

Alicia W. Wed, Feb 28, 2007 at 08:40 PM EST

Aqua Teen Hunger Force is regular viewing in my family. I own all four volumes of ATHF on DVD. My sister and I quote from the show all the time, and neither one of us tokes. Let's try not to be so condescending next time, Joshua.

Chris Wed, Feb 28, 2007 at 08:28 PM EST

No, a bad taste is still in my mouth...and that's the taste of Boston. That city still is America's dumbest and it will take awhile to redeem itself. It's a shame they cost a man his job...and it looks like he was doing great!

wifey Wed, Feb 28, 2007 at 08:23 PM EST

Actually Adult Swim is the only thing that my husband and I both agree to watch! We end every night with Family Guy and AFTH!!

Don Wed, Feb 28, 2007 at 08:15 PM EST

I agree with the above poster - your comments are insulting. I too am neither in college nor a pothead yet I've watched Adult Swim since it's first weekend back in 2001. Shows like ATHF, Squidbillies and Tom Goes to the Mayor are the reason I watch - not warmed over Family Guy and Futurama.

Certainly it is not Adult Swim's fault that Boston chose such an over-reaction to what clearly was not a terrorist device. Personally I'm happy for the surge in popularity and hope it just ensures more original programming from the network. Your handwringing really is kind of overwrought.

SKR Wed, Feb 28, 2007 at 07:54 PM EST

I found this article to be a bit insulting, I watched adult swim in college, now a couple years out Im still watching it, life fully intact and not a pot head. It has a great mix of smart, pop, and goofy humore, yes more attention has been called to it causeing more people to tune in, but it has to be good to keep people coming back.

jake Wed, Feb 28, 2007 at 07:52 PM EST

You have missrepresented the incident in boston by calling it a "terrorism hoax". Do you really believe it was the intention of the advertisers to create a terrorism scare?

juan Wed, Feb 28, 2007 at 07:48 PM EST

Not suprised at all. I think it's a combination of two things: Boston scare and the change in the Neilsen's. I've been waiting to catch how this would shift the ratings. And I'm not quite sure which show just started a new season (i only watch Futurama) but this may bea factor as well.

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