Singapore /Malaysia – Nickelodeon was rated the number one kids channel for the first quarter of 2011 in Singapore with record ratings, the highest average time spent and reach for kids aged 4 to 14 years old. In Singapore, the channel closed the first quarter in top position this year and dominated the top three kids programmes amongst the 4 to 14 year old core audience with Big Time Rush, True Jackson and iCarly. Nickelodeon beat the trend in back-to-school ratings with a 40 per cent increase in ratings and 23 per cent increase in share from the same quarter last year. Kids ages 4 to 14 are spending more time on the channel in Singapore. Nickelodeon topped other kids cable channels with viewers’ average daily time spent of 45.3 minutes during January to March 2011. Similarly in Malaysia, Nickelodeon was the only cable kids channel to see an increase of 6 per cent in ratings from the previous quarter amongst kids aged 4 to 9 years old despite the back-to-school season. Additionally, Nickelodeon was the only cable kids channel to experience an increase of five minutes in average daily time spent by kids of the same age category. All-time favorite SpongeBob SquarePants, continues to be a ratings driver in Malaysia. The animated series dominated the top three Nickelodeon kids programmes amongst cable kids’ ages 4 to 9 years old. Top Nickelodeon programmes include The Fairly OddParents and FanBoy & Chum Chum.