A number of notable rises across Five's Milkshake pre-school programming block helped the broadcaster end 2009 as the number one terrestrial channel for children aged four to nine, during its weekday transmission time.
Shows including Peppa Pig, Thomas & Friends, Fifi and the Flowertots, Noddy in Toyland, Roary the Racing Car, Hana's Helpline, Bottle Top Bill and The Mr Men Show helped increase Milkshake's share among four to nine year olds by ten per cent (across the weekday part), with an even higher increase among multi-channel homes.
In addition, Five said it was the only terrestrial broadcaster to grow its share during the Saturday morning Milkshake day part, with a nine per cent growth.
This figure doubled to 18 per cent on Sunday. The leap was even bigger among multi-channel homes, with a rise of 24 per cent within the same age group.
"I am delighted with these figures which reversed a trend towards dedicated digital children's channels," said Nick Wilson, Five's director of children's programming. "It proves that Milkshake's lively mix of presenting and high quality British programming is the most popular choice for pre-schoolers on television in the morning."