Channels for children under Viacom18 that include Nickelodeon and Sonic have seen a growth of almost 33 percent in ad revenues during the Financial Year 2015. This is an improvement from the previous financial year where it had not witnessed any growth.
The growth was mainly on the back of an ad rate increase of almost 25-30 per cent that they took. The reason for this was the 12-minute ad cap and the leadership position of Nickelodeon, said Nina Jaipuria, EVP & Business Head, Kids Cluster, Viacom18.
“The franchise has seen advertiser revenue growth of 33 per cent over the last financial year. This fiscal, given the continued leadership position, we will look to further consolidate this position and grow our revenues,” she said.
She further said that they are going to keep doing a lot of innovation in spite of the 12-minute ad cap and are hoping advertisers will see merit in this. “Advertisers are now seeing that kids have a great influence on household purchases and if you want to talk to them, then the kid’s channels is the way to look to. The genre has been battling the ad sales under the indexation for a very long time and with all the efforts made in the recent past, I am delighted to see advertisers understand the true value of the genre. Currently, under-indexation is in the right trajectory and hopefully we will continue to correct the same. The category including the Nickelodeon franchise will have to sustain this momentum over the years to make sure that we reduce the gap and correct the indexation to get what the genre rightly deserves,” she added.
In fact, the category this year has grown by 11-12 per cent, which seen growth as a result of the growth in the Nickelodeon franchise channels. They have also seen 10-15 per cent growth in subscription revenues.
Nickelodeon also unveiled their summer season plans which include promotion to new shows, new seasons of leading shows and some interactive initiatives. The new season of ‘Motu Patlu’ will be launched with a campaign called ‘Motu Patlu Hero Hunt’. Through a unique initiative called Nickstershave, children will get the opportunity to get animated and star in the Motu Patlu show on television.
A large 360 degree campaign will roll-out across the country including cross channel television plan, print, ambient, digital and a whole host of experiential touch points to engage with kids wherever they are.
In a first-of-its-kind innovation, children will get an opportunity to interact with the animated Motu and Patlu on a live screen at malls. The kids will adorn an animated avatar and have conversation with their favourite toons using augmented reality. Nickelodeon’s campaign will also be seen at Pantaloons across 26 outlets and numerous McDonald outlets pan India.
Motu Patlu will also have its very own microsite on nickindia.com, which will host a wide range on engaging initiatives like games, videos, contests, memes of the day and more.
Motu Patlu’s sixth movie called ‘Motu Patlu Kungfu King Returns’ will be released in June. This will be preceded by the launch of the latest SpongeBob adventure: The SpongeBob Movie – Sponge Out of Water all set to release across India on May 8, 2015.
As part of the summer plans for Sonic, they have launched a campaign to drive engagement with the digital-savvy generation called ‘Selfie Kheecho Prizes Jeeto’.
Starting mid May, the campaign will have children nationwide clicking selfies with a freeze frame of their favourite toons from Pakdam Pakdai to win exciting gadgets every day across platforms like Whatsapp, Facebook.com/sonicgang and sonicgang.com.