Nickelodeon’s Ratings Decline Is No “Blip”; Is Viacom Or Nielsen To Blame?

Looks like that “inexplicable drop” in Nickelodeon ratings from September that Viacom CEO Philippe Dauman noted in a November 10 conference call with analysts still bedevils the children’s network. Its full-day total audience was down 16.7% in the week of November 20. That gave Disney Channel its first victory over Nickelodeon since August 2007, when Disney introduced High School Musical 2. Nick’s audience of kids 11 and under was off 11% in September vs the same month last year, -17% in October, and -19% for the first three weeks of November. The reports worried Miller Tabak analyst David Joyce enough for him to downgrade Viacom to “neutral” from “buy.” He notes that “advertisers are going to want to pay for the lower Nielsen ratings, which could be resulting in make-goods … that could pressure ad revenue” in the current quarter.

It’s curious, though: When Dauman spoke to analysts early this month, he made it sound like the trouble at Nick was history: He called it “a short-term phenomenon,” adding that “I always believe in looking forward, so we’ll go through that blip, it’s not material to overall company and we will move on.” He also put the blame on Nielsen’s measurements — not Nick’s programming — noting that “independent set-top box data … shows meaningfully different viewership trends.” Read More »

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Nickelodeon Greenlights Fifth Season Of Hit Comedy ‘iCarly’

By | Thursday April 14, 2011 @ 10:13am PDT
Nellie Andreeva

EXCLUSIVE: Nickelodeon has greenlit a fifth season of its flagship live-action series iCarly. After locking in star Miranda Cosgrove with a new deal, the network has ordered 13 new episodes of the comedy, which will begin production in 2012 for … Read More »

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Cable News: Nickelodeon Greenlights New Comedy, Oxygen Develops Reality Series

By | Thursday December 16, 2010 @ 8:27am PST
Nellie Andreeva

Nickelodeon has picked up new comedy series Bucket & Skinner’s Epic Adventures, a multi-camera buddy comedy about two best friends. It hails from comedy veteran Tom Lynch (The Troop), who is executive producing alongside creators Boyce Bugliari and Jamie McLaughlin (Quintuplets) and Jonathan Stark (According to Jim) through The … Read More »

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