Mediaweek reports that Atlanta-based Adult Swim is expanded into the 9 p.m. hour starting early next year.
Adult Swim started as a one-night experiment in 2001 and has expanded into a young male juggernaut. It now frequently brings in more viewers than any other cable network among men 18 to 34 and isn’t far behind Letterman and other network shows.
There are risks, of course, moving into the 9 p.m. hour. Many of the shows really wouldn’t work well that early, given their adult content. So Adult Swim has to find usable shows that would fit the tastes of the network. This from the story:
After having shifted its nightly launch time from 11 p.m. to 10 p.m. in January 2009, the network that introduced such fractured franchises as Robot Chicken, Harvey Birdman: Attorney at Law and Aqua Teen Hunger Force is looking to extend its reach into the highly competitive second hour of prime. In so doing, Adult Swim is positioning itself to pursue a much broader swath of advertisers, although buyers caution that the network will be in for something of a high-wire act if it’s to balance the content restrictions of the earlier hour with the signature lunacy that informs its brand.
The hope, of course, is to bring in more revenue from Adult Swim than they have been getting airing younger-skewing fare at 9 p.m., when many in Cartoon Network’s target audience are going to sleep.