To give us a picture of what is reaching young girls on television, Saatchi & Saatchi provided the following Nielsen Television Index data for the measurement period 9/22/97 to 6/21/98.

Girls’ TV viewing

Average number of hours viewed per week:

Girls age two to 11 21.0

Girls age two to five 24.5

Girls age six to 11 18.5

Top-rated shows

Girls age two to five

Rank Program Network/Channel Rating

1 Richard Scarry Xmas (special) Nickelodeon 6.6

2 (tie) Maurice Sendak’s Little Bear Nickelodeon 6.6

2 (tie) Binyah Binyah Nickelodeon 6.6

4 Rugrats Nickelodeon 6.1

5 The Busy World of Richard Scarry Nickelodeon 6.0

6 Blue’s Clues Nickelodeon 5.4

7 Hey Arnold! Christmas (special) Nickelodeon 5.3

8 Doug Nickelodeon 4.9

9 Allegra’s Window Nickelodeon 4.8

10 Papa Beaver Storytime Nickelodeon 4.7

Girls age six to 11

Rank Program Network/Channel Rating

1 Disney’s One Saturday Morning (9:30-10 a.m.) ABC 6.2

2 Disney’s One Saturday Morning (10-10:30 a.m.) ABC 5.9

3 Disney’s One Saturday Morning (9-9:30 a.m.) ABC 5.8

4 All That Nickelodeon 5.4

5 Kenan & Kel Christmas (special) Nickelodeon 5.3

6 Kenan & Kel Nickelodeon 5.2

7 Kenan & Kel Stunt Nickelodeon 4.9

8 The Journey of Allen Strange Nickelodeon 4.9

9 Hey Arnold! Nickelodeon 4.9

10 The Secret World of Alex Mack Nickelodeon 4.9

Note: All ratings are rounded to the nearest tenth.

Top 5: Most watched network or channel (share of viewing)

Saturday a.m.

Girls age two to 11 Girls age two to five Girls age six to 11

% % %

Nickelodeon 20 18 21

ABC 18 15 21

FOX 12 11 12

Pay cable 10 11 10

Independent 8 9 8

Monday to Friday 3 to 5 p.m.

Nickelodeon 17 17 17

PBS 13 16 11

Independent 11 10 12

FOX 10 9 12

Pay cable 9 10 9

Note: Shares do not add up to 100% due to multiple TV sets in households.