News

Starcom makes first move in kids advertising upfronts

Nickelodeon and Chicago-based media agency Starcom USA have signed a multi-platform deal worth a reported US$100 million. The organizations are conducting joint research projects in 2007/08 with the aim of better understanding their core-kid demographic. The studies will take a closer look at the how the dynamics of integrated media, online advertising and commercial ratings differ for a kids' audience.
June 22, 2007

Nickelodeon and Chicago-based media agency Starcom USA have signed a multi-platform deal worth a reported US$100 million. The organizations are conducting joint research projects in 2007/08 with the aim of better understanding their core-kid demographic. The studies will take a closer look at the how the dynamics of integrated media, online advertising and commercial ratings differ for a kids’ audience.

The advertising buy is based on quarter-hour program ratings, but the research will account for minute-by-minute viewing insights that will help all parties understand how pods and programs perform against a minute-specific metric.

Various Nickelodeon and MTVN Kids and Family Platforms are part of the deal, including Nickelodeon and Nicktoons nets, VOD services, Nick.com, Neopets, Shockwave, AddictingGames and Nickelodeon Magazine.

About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com

Menu

Brand Menu