Voicetones are a 'Family' affair

One-liners from 'irreverent' Fox toon a hit with mobile demo

In the world of voicetones, Fox Mobile Entertainment has found a hit with a diabolical baby as animated comedy "Family Guy" is responsible for two of the top four entries on the most recent Nielsen Mobile charts.

For the week ending Feb. 25, a "Family" voicetone featuring an angry Stewie, the family's maniacal infant with an upper-class British accent, was the No. 1 entry for the second consecutive week. A tone with the show's neighborhood sleazeball, Quagmire, uttering his "Giggity Allllright" catchphrase finished at No. 4 and for the week ending Feb. 18, it was No. 3, up 171% from the previous week. Two other Stewie ringtones also made the top 50 last week; five Stewie voicetones charted the week before that — one titled "Stewie You're Sexy" saw an increase in sales of more than 999% from the previous week.

"It's a great, hilarious show and property overall," said Mitch Feinman, senior vp Fox Mobile Entertainment. "It also really targets the core mobile demo. The young males who are big fans of the show are big users of mobile media."

Feinman said "Family," now in its seventh season, is one of Fox's "biggest and most successful mobile content suites." He added that the mobile wallpapers, games and videos for the show also do well and said that they have introduced "hundreds" of "Family" features for mobile devices during the past couple of years.

He attributed a large part of the success to the overall nature of the show. " 'Family Guy' has an irreverent quality to it," Feinman said.

"Family" is not the only successful comedic voicetone. "Napoleon Dynamite's" "Friggin' Idiot" tone also is one of the most popular, as is comedian Larry the Cable Guy's "Git-R-Done" catchphrase. Last week, he had five total voicetones in the top 50.

Nielsen Mobile is owned by the Nielsen Co., parent company of The Hollywood Reporter.


DEEP FOCUS
This Last

week week Weeks Artist Title

4 3 26 Family Guy Quagmire Giggity Allllright

8 6 26 Atractivo Latina Hey sexy, contesta telefono

10 8 26 Tigger Disney: Tigger
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