Nick Sees Spots on the Upswing

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New York — Nickelodeon
heads into the kids’ upfront market
armed with strong ratings
performances and a slate of new
and returning original shows it
hopes will add appeal.

Nickelodeon, which presented
its upfront plans to advertisers
last Thursday (March 11),
believes it can drive an increase
in advertising dollars despite industry
projections of an overall
flat ad spend in the kids’ segment
and increased competition in the

“I think we’re going to see a
couple of percentage points in
growth just coming off of last year
due mostly to the upward [ratings]
momentum that we have,”
Cyma Zarghami, president of
Nickelodeon and MTV Kids and
Family Group, told Multichannel
News. “The good news is that our
new stuff is making us stand up
and be noticed, and it’s the current
stuff that’s working now and
delivering ratings day in and day

Nick is on pace for its mostwatched
quarter ever among total
viewers. Th rough March 7, it’s
averaging 2.4 million viewers for
first-quarter 2010, up from 5% for
the same time period last year.

Nickelodeon will launch six
new shows in 2010 and return
16 hit live-action and animated
comedy series, according to
Zarghami. The kids’ kingpin also
has five new shows scheduled to
launch across Nick’s digital nets,
TeenNick, Nicktoons and Nick Jr.

Among the new series slated for
the network are Victorious, starring
Victoria Justice (Zoey 101) as
a student at an elite performing
arts high school; animated series
T.U.F.F. Puppy, about a crimefighting dog; Bubble Guppies, an
animated variety show for the
preschool set, and Kung Fu Panda:
The Series
, from the popular
DreamWorks Animation movie.

Returning to Nick are key franchises
such as iCarly, SpongeBob
, The Penguins of
, The FairlyOddParents
and True Jackson VP, as well
as freshman series Big Time Rush
and The Troop.