Nickelodeon, Starcom Make Upfront Deal

Jun 21, 2007  •  Post A Comment

Program ratings aren’t completely dead.
Viacom’s Nickelodeon and media buying agency Starcom completed the first major kids upfront deal of the season. The multiplatform transaction is based on quarter-hour program ratings, but the companies agreed to do research to see how integrated marketing, online advertising and commercial ratings are different with children.
The deal was worth $100 million, according to Jim Perry, Executive Vice President, 360 Brand Sales, Nickelodeon/MTVN Kids and Family Group. It encompasses the Nickelodeon and Nicktoons channels; video-on-demand; Web sites Nick.com, Neopets, Shockwave and AddictingGames; and Nickelodeon Magazine.
The overwhelming majority of broadcast upfront deals have been done based on average commercial minute ratings. Some cable networks, led by Viacom’s MTV, would prefer to continue doing business this year on program ratings.
“Starcom is a valued partner that shares our unremitting audience focus, and we’re thrilled to move forward with them in learning more about how today’s kids are navigating the multiplatform world,” said Hank Close, president of U.S. ad sales for MTV Networks.
Earlier this week, Starcom signed an upfront deal with Discovery Communications based on minute-by-minute commercial ratings.
“Our agency is focused on finding the right media partners to collaboratively develop specialized deals that will paint an accurate picture of audience viewing behaviors,” said Starcom USA President/Chief Activation Officer Chris Boothe.
(Editor: Horowitz)


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