A CYNOPSIS MESSAGE FROM DISNEY MEDIA
The Leader in Reaching Kids and Families! Disney Channel: #1 cable network among K2-11 and Total Viewers.
Disney Junior Channel: #1 24-hour preschool network among K2-5 and Women.
Disney XD: More growth among Kids than any other Cable Network in last five years.
Radio Disney: Over 20.7 million listeners weekly.
WATCH APPS: Over 1.5B video views across our WATCH apps
Let’s be great together in 2014! Contact your Disney Media rep for opportunities.
CYNOPSISKIDS! SPECIAL REPORT: UPFRONT KIDS!
03.19.14 Cathy Applefeld Olson
Multiplatform synchronicity and increased parent-child couch time are upfront and center as the kids TV networks woo advertisers. The 2014 kids Upfronts saw fewer grand events and more private meetings, with Cartoon Network continuing its road show and Disney following suit with a similar multicity schedule this year. Whether on the stage or behind boardroom doors, here’s what’s in play:
"There’s not a single piece of research we get that doesn’t talk about family time being the number one thing kids and families want," says Rita Ferro, EVP, Disney Media Sales and Marketing. "We have all the traditional kids advertisers, but we’re now seeing more advertisers in the space of auto, retail, package goods, hospitality, events actively engaging across our platforms. Advertisers are asking, How can we talk to mom and kids together?"
A CYNOPSIS MESSAGE FROM SPROUT
Sources: Click here..
Hub Network is four seasons deep on Family Game Night and continues to push a shared viewing experience through special movie nights and programming blocks. Nods to family time on other nets are abundant. Nickelodeon, rebounding mightily from a ratings plunge in 2011-12, is absolutely inviting parents into the room, even for some of its zanier new animated offerings. "So many of our programs and dayparts have as powerful an adult audience as kids," says Cyma Zarghami.
Turner is following the family co-viewing dollars with its plan to introduce a commercial format to Boomerang. While 30-second spots will have a presence, "We’re working with advertisers to uncover the ways kids would respond to different types of messages," says Joe Hogan, EVP, Kids & Young Adult Ad Sales. In the mix are shortform messaging on advertiser-isolated pods, single-sponsored shows and sponsored blocks. "It’s really about more than the 30-second spot" for Boomerang, Cartoon and Adult Swim, he says.
Now fully owned by NBCU, Sprout is part of a broader lifestyle sell across sister networks. Aside from its original series and live shows, network president Sandy Wax says Sprout’s One Million Acts of Kindness initiative is another place ripe for sponsorship. "Those types of platforms are so well-suited for advertisers. They can really tap into the relationship with Mom." Packaged goods, educational games and entertainment are strong categories, and Wax is looking to increase the automotive ad buy. "When parents are watching Sprout they’re in a ‘caring for their family’ mindset and a lot of automotive companies would be well-positioned there."
The jury is in. Although linear TV remains the sun in kids’ media orbit, multiplatform extensions of story lines, characters and brands are only adding to the sparkle. With the "more is more" philosophy in mind-and a barrage of competition for kids’ short attention spans from digital-only DreamWorks Animation/Netflix, Amazon and Hulu Kids–networks are stepping up their game.
Noting content chief Russell Hicks’ "mission to get more, better, faster content is now paying off," Zarghami says, "We’re developing more IP and making sure we have the pipeline ready to go. We want to be on all platforms, wherever kids are." With the Nick App at 8 million-plus downloads and Nick Jr. App on deck to launch, "We’re tracking the devices kids have in their hands and the sales team is working hard to integrate them."
"It all starts with the mothership, Nickelodeon, but then we expand quickly to our niche networks, and other platforms," says Jim Perry, Nick head of sales. "This Upfront will have the most amount of advertisers across every platform."
"The conversations with advertisers start with what they are doing on Cartoon Network, and then the conversation gets deeper," echoes Turner’s Hogan. "We start to share what’s going on with the success of the Watch & Play app, including CN Anything and CN Yourself. What’s new is a desire to have our content presented to them in a holistic manner. They want to touch multiple platforms but in genuine way. So while we hear a lot about platform-agnostic, they also want to be platform-specific."
The Sprout Now TVE app debuted as another multiplatform extension for preschool families. "We typically sell Sprout across platforms," Wax says. Clients can craft integrations across the linear network, NBC Kids Saturday-morning block, on-demand, and online. "We’re reaching Sprout moms across all platforms."
Disney will launch the next generation of its WATCH TVE products this summer, with more shortform content and games. Even for new series like Disney XD’s Star Wars Rebels and the upcoming original movie Descendants, "Very few advertisers are talking to us about just TV now," says Ferro. "They’re all looking at every place kids are, and they want to be there."
Despite VOD, DVR, OTT or your acronym of choice, appointment TV isn’t a dinosaur when it’s a live event. No one knows the value of immediate social media cred and day-after lunch table banter better than the kids networks-except perhaps the advertisers they’re seeking.
That’s why Nickelodeon, now 26 years in with the Kids’ Choice Awards, is planting another big awards tentpole–Kids’ Sports Choice. Set for July and hosted by Michael Strahan, the event is already drawing a host of "blue chip" advertisers, Zarghami says. "Every major sports league is interested in reaching the family audience. And these events are really built for family viewership."
Hub will be building on its inaugural Halloween Bash, which premiered last October. And Disney is blowing up its Radio Disney Music Awards this year with sponsors for the event and tour, including nabi tablet maker Fuhu, which will be creating a preshow Listening Lounge open to the public.
Again, look for connected multimedia dots. For Cartoon’s 100 Days of Summer promotion with Atlantis resort, "Not only are those new opportunities for sponsorship, but there will be something going on every day for 100 days," says Turner’s Hogan. "Could there be a 100 Days of Summer app? That’s how the conversations are going."
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