NEW YORK: Nickelodeon may still be in the process of firming up plans to expand brand presence in India through initiatives like the Chhota VJ Hunt, but in the US the channel has apparently been successful in creaming the competition.

Nickelodeon finished August and summer 2002 first among its core kids demo, according to Nielsen Media Research. For August (27/7-25/8/), Nickelodeon ranked as basic cables No. 1 network with kids in total day, averaging a 3.0 rating and delivering 967,000 average kid viewers among the networks primary demo of kids in the age group of two to 11.

It also came first among total viewers on a 24-hour basis in August. The network averaged 1.9 million persons in the 2+ age group - up five per cent over last year and 46 per cent ahead of the No. 2 ranked networks. The leading kids channel in India Cartoon Network and LifeTime Television tied for second with 1.3 million persons in the age group of 2+ for the month, claims Nick. For summer (27-5 -25/8) in total day, Nickelodeon also was first with kids 2-11 (3.1/981,000) and total viewers (1.9 million persons 2+).

SpongeBob SquarePants made a significant summer splash this year, advancing its reign as broadcast and basic cable number one kids show to 11 straight months. For August, among kids age two to 11, the programme averaged a 6.6 rating and delivered 2.1 million average kid viewers, up 11 per cent in delivery over last year; with total viewers this month, the shows 3.4 million persons(2+) average represents a 17 per cent increase over last year. For summer, with kids aged two to 11, the show averaged a 6.4 rating and delivered 2.1 million average kid viewers, up 10 per cent in rating and 17 per cent in delivery over last year; among total viewers this summer, the programme's 3.4 million persons (2+) average marks a 26 per cent increase over last year.

Nickelodeons US television network currently claims to be seen in over 81 million households and claims the top slot among cable networks for over five consecutive years.