PlayTime: Unique coverage of kids' TV stations

This month we evaluate unique children's programme coverage on all kids TV stations during May 2012.
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Unique coverage is the percentage of a designated audience which can only be reached commercially via a particular station, within the commercial kids channel set.

Dayparts are a way of dividing a TV broadcast day into standardised viewing segments for advertising and trading purposes.

■ 6.4 per cent of all children watched CITV only and no other commercial kids channel in May, 3.5 percentile points ahead of the second highest station, Milkshake, which delivered 2.9 per cent unique kids' coverage.

■ Nickelodeon (2.8 per cent) delivered the highest unique coverage in terms of non terrestrial kids stations, beating ITV Breakfast (1.2 per cent).

■ NJR2 delivered the lowest unique CH coverage (0.1 per cent) compared to other kids stations, which may not come as a surprise due to the designated audience already being reached through NJR.

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