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choice of channels with which to spend my client’s budgets on. One of the key changes has been the
way that agencies trade with channels on behalf of their clients. When Cartoon Network and Nickelodeon fi rst entered the market, they were the new kids on the block, but also the underdogs. Their reach was small, their average ratings were small, and hence their pricing had to be competitive. Many agencies chose to put all their eggs in one basket and do volume deals with one of the big suppliers (Turner or Nickelodeon), within fi ve or so years such policies had to be addressed as both station groups had launched new channels and were able to reach boys, girls and pre-schoolers across their portfolios. The agencies had to respond and renegotiate deals.
Other changes have happened across this 13 year period on the sales house side. Fox Kids used to be owned (and sold) by Sky. Sky also had control of the Nickelodeon channels. However, these also moved out of Sky and were sold by the sales house Viacom for a few years (in terms of ownership, Sky owned 25% to Viacom’s 75%). However, things have come full circle for those channels as in December 2009 Viacom was taken over by Sky. In January 2010 ITV announced that they had bought the controlling stake in GMTV, taking on their kids output in addition to re-branding the main channel output as Daybreak. The Pop channels are sold by Dolphin on behalf of chart show channels, and this stable has grown and added new channels since their fi rst channel (Pop) launched in 2004. The one constant since 1997 has been Turner, they had Cartoon Network then and still do now, and have added to this with more channel launches and re-brands. However, as yet they still trade independently as part of Time Warner in the UK, and have not yet been swallowed up by one of the larger broadcasters. So, to re-cap, what have the main
changes been over the last 13 years? Kids’ viewing has fragmented across a
112 Toyworld
growing number of channels over the years and whilst overall average viewing has remained pretty constant, this is now spread across a greater number of channels. Responsibility for selling stations has moved around between broadcasters for Nickelodeon channels, and a number of new channels have launched bringing new sales houses into the market. The changes to the market have delivered
benefi ts to advertisers across the last 13 years as the overall cost of advertising on kids channels has declined. Consider the fact that the channel which could demand the highest price because it had the most viewers, ITV1 has gone, and those that remain can no longer justify a price premium as the viewing is so fragmented. Most kids’ advertisers should therefore have seen that they can buy more ‘ratings’ now for the same equivalent spend 13 years ago. Good news on the one hand, but on the
other it is harder to reach the audience as effectively. One can no longer buy a spot in SM:TV Live each Saturday morning and reach 13% of kids, the best one can do is buy a couple of spots in ITV’s Breakfast weekend kids offering and support this with a plethora of spots on the numerous satellite channels and hope to reach 5%-7%. This is not to say that the satellite
stations don’t do a good job, they absolutely do, offering a great variety of excellent programming to our children, but that is in essence the problem. There is too much choice. The options have fragmented the viewing to a point where no single spot will reach more than 2% of kids in the UK at the very most, with many reaching signifi cantly less than that. To summarise this section, I thought I
would look back at what hasn’t changed, and the main thing is that the TV is still traded the same way, just with more stations. Over-riding this has been the one constant aim: Buying the best and most effective TV campaign for each client. Any channel will be used if it delivers viewers who our clients want to reach, and over the years this has meant building up new
MediaCom is one of the world’s largest Media Communication Specialists, with billings exceeding US $26 billion (Source: RECMA) and 116 offi ces in 89 countries around the globe. For more information, visit
www.mediacom.com.
UK COMMERCIAL KIDS TV STATIONS STATION
CITV Terrestrial weekday CITV Terrestrial weekend ITVB terrestrial (was GMTV 1) Five TV
ITVB digital (was GMTV2) CITV Digital Nickelodeon Nick replay Nick Toons
Nick Toons replay Nicktoonsters NJR
NJR2
Noggin / Viva Kids (NJR on Viva)
Cartoon CNToo
Boomerang Boomerang+1 Toonami
Cartoonito Jetix
Jetix+1
Disney XD - replaced Jetix Pop
Pop+1 Tiny Pop
Tiny Pop+1 Pop Girl
Pop Girl+1 Kix
1983 - 2009 1993 1997
2002 2006 1993
2000 2002 2009
2008 - 2009 1999 2006
2006 - 2010 1994 2006 2000 2006
2003 (CNX)
rebranded 2004 Pulled 2007
2007 1996 (Fox Kids)
rebranded in 2005 2000
31st Aug. 2009 2003
2007
Rebranded as Pop Girl 2004
2007 2007 2008 2008
relationships and striking new deals on behalf of our clients, and this process is the same now as it was when I bought my fi rst ever kids campaign for Golden Bear all those years ago. Next month we’ll take a detailed look into how childrens’ lives have changed.
Year Launched 1983 – 2007
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