/// The Incredible Shrinking Christmas

November 19, 2012  |  Media Week

As anyone who’s ever cracked open an Econ 101 textbook will tell you, there’s something a little goofy happening at the moment in the kids television market. Despite flattened demand and a drag on volume largely driven by a massive ratings shortfall at Nickelodeon, pricing on kids-targeted inventory hasn’t budged. A year ago at this time, Nickelodeon was in free fall , plummeting 18 percent in total viewers while losing nearly a quarter of its target demo (kids 6-11). And despite some particularly soft comps, the network’s current total-day ratings remain in the doldrums. Given that Nick generally produces three-quarters of the kids GRPs, it would seem that marketers should be scrambling to latch onto any leftovers. They’re not.

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The Incredible Shrinking Christmas


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