Nick Sees Kids’ Ad Sector Poised to Grow


New York — With continued strength in
toys, a rebound in the food sector and an expansive
slate of kids/parent movies in the
pipeline, the kids 2011-12 upfront market appears
poised for significant growth, a top executive
in the sector said.

“I think you’re looking at a
double-digit increase in demand,”
Jim Perry, executive
vice president of ad sales,
360 Brand Sales, Nickelodeon/MTV Networks
Kids and Family Group, said
last week.

Given last year’s solid upfront,
which most observers
said finished just below or just
above the $1 billion plateau,
plus strong scatter sales over
the last four quarters, a robust
Madison Avenue kids’ bazaar
is on the horizon, Perry said.

“All signs are pointing in that direction.
Clients would rather get their money down
in the upfront, than pay 30% increases [in
scatter] later,” he said. “I think you’re looking
at a double-digit increase in demand.”

Whether that translates into 10% or more
in out-of-pocket, which could add another
$100 million to $200 million to the upfront,
remains to be seen.

Whatever the ultimate upfront
outlay, Nickelodeon —
which controls well in excess
of 50% of impressions through
its varied offerings — figures
to be sitting pretty. “Our GRP
share continues to grow,” said
Perry, whose company is adding
450 episodes of new and returning
animation series over
the next three years, including
some 200 installments on Saturday
mornings in 2012. Nick
also is adding a pair of new
live-action shows, Supah Ninjas and Bucket
& Skinner’s Epic Adventures, while updating
its successful stable of iCarly, Victorious,
Big Time Rush, TrueJackson and House of
, with new episodes.