Nick Upfronts Reveal The N, NOGGIN Rebrands, New Business Partnerships
Nickelodeon's 2009 upfront presentation was held two weeks before the end of first quarter, as the brand advanced its number-one position with a significant advantage over competitors. For the quarter-to-date (12/29/08-3/10/09), Nickelodeon owns 45% of all K2-11 share of viewing among the three major kids nets in total day, and controls more than 63% of the gross ratings points (GRPs) in the marketplace. Nickelodeon placed 20 of the top 20 programs among kids 2-11, 6-11, tweens 9-14 and teens 12-17 for first quarter-to-date, and holds the number-one position on Saturday mornings by 81% with kids 2-11, 74% with kids 6-11, 77% with tweens 9-14 and 78% with teens 12-17. Nick holds a +588% K2-11 lead over its closet broadcast network competitor and a +679% lead with K6-11 (source: Nielsen Media Research-kids type programming only during each network's total day data. Based on live viewing only - 12/29/08-2/15/09).
Nickelodeon's 1Q 2009 to date performance will mark its 56th consecutive quarter as basic cable's top total day network for kids, tweens and total viewers -- the longest run of its kind. Nick tops with kids 2-11, averaging a 3.5/1.2 million K2-11, and total viewers, averaging a 2.2 million P2+ and beating its nearest competitor by +40% (source: Nielsen Media Research 12/29/08-3/8/09).
Nickelodeon also highlighted its plans to add seven new series to its already top-notch roster of hits that currently include number-one ranked SPONGEBOB SQUAREPANTS and ICARLY, as of 2009 to-date. The new series run the range of live action and animated shows, TV movies and game shows, super-serving preschoolers, kids, tweens, teens and families. There will be forthcoming announcements with details of these new shows in the next few months.
As Nickelodeon enters its landmark 30th anniversary year, the network will unify the TV channels (NOGGIN, The N, Nicktoons Network) and websites (Nick.com, Neopets, AddictingGames, among others) from its top-ranked portfolio under the single, globally recognized brand "Nickelodeon" -- beginning 4Q 2009.
NOGGIN will be renamed Nick Jr., retaining its quality schedule of commercial-free, preschool-focused programming. The N assumes the name TEENick and will further develop and deliver on its mission of serving teens and tweens through programming reflecting the breadth and depth of 'teen-dom'. Nicktoons Network retains its name while continuing to organically grow its boy 6-11 audience through hit, action-oriented animated programming. Also, Nick.com will expand to become a hub for Nickelodeon's entire digital network of properties and brands, and will continue to serve as the leading content destination for kids.