In the Nick of Time, Kids Market Gets Rolling

摘要

With market leader Nickelodeon apparently stable after bouncing back from a shocking plunge in 2011, kids' networks head into the upfront looking for fresh ad dollars by targeting moms. Nick's ratings angst was still the focus of the market last year. But SpongeBob SquarePants and Dora the Explorer now seem rejuvenated, and buyers say the traditional kids business has steadied, with upfront spending ringing in at just under $900 million. "I wouldn't say there's been any sweeping changes in terms of advertiser categories that are heavy in or pulling out," says Darcy Bowe, associate media director at media agency Starcom. "Consistency has been the name of the game, year over year, in dollar demand, scatter activity and players in the marketplace." While kids increasingly turning to digital devices to entertain themselves has caused concern, this year most of the players in the kids market are also offering clients opportunities to follow kids viewing online, selling ads on websites and mobile apps.