Thursday, November 30, 2017

How Nickelodeon Australia & New Zealand Stays #1 | Nickelodeon Upfront 2018

Multi Channel Network (MCN), Australia's most progressive media advertising company, recently chatted to Vanessa Winley, the director of Ad Sales and Brand Partnerships at Viacom International Media Networks (VIMN) Australia & New Zealand, on the success of Nickelodeon in 2017, and what's in store for 2018 - including a third season of Nickelodeon Slime Cup!

What have been the stand out successes on Nickelodeon for 2017?

Fuelled by local productions, tent pole events and world-leading pre-school properties, Nickelodeon Networks wrapped its financial year (October 2016 – September 2017) retaining the #1 position among children 0-12 for the second year in a row – which is a great result!

A few of the biggest successes for us include the second season of Nickelodeon’s locally produced series SLIME CUP, which had an average audience increase of 36% from 2016, among the target demographic of children 5-12.

Another stand out was our first ever Nickelodeon Kids’ Choice Sports Awards for Australia and New Zealand, simulcast on Nickelodeon and FOX SPORTS and ranking number one in its time slot for children 5-12. This project was particularly exciting because it was a six-week immersive entertainment experience across all screens, with local content featuring superstar athletes being distributed via the Nick Play app, online at, and on television, allowing kids to catch behind-the-scenes footage and stunts with their favourite sporting stars.

Lastly, the Nick Jr. PAW Patrol Honorary Pup Squad is a great example of how we engaged existing audiences with exclusive stunts, competitions and content across the network. The eight week multi-platform stunt was tailored to suit a client’s needs, while leveraging this powerhouse franchise. The PAW Patrol page and its competition page were the top two pages on the website across the period, showing strong demand for multiplatform campaigns.

What’s coming in 2018 across broadcast and digital?

We’re excited that a lot of our key tent poles and local productions will be returning for 2018. We’ll kick off the year with Crash the Bash, Kids’ Choice Awards express from the US in March and SLIME CUP on-ground auditions will follow before a premiere in June.

We’re also expanding our local short form content with the launch of Nickelodeon digital content verticals. We’ll be bolstering Nick Sports making it the go-to location for kids who want entertaining sporting content or games. We’ll also focus on new digital offerings, the exploration of augmented reality and new technologies, that will help create impactful online experiences.

Our mission is to continue to create the most talked about experiences of all time, so we will continue immersive on-ground activations surrounding our powerhouse content. From cinema activations, to publicity stunts and live events, this is will be a key focus for marketing efforts in the coming year.

Tell us a bit more about Crash the Bash?

Based upon a long history of connecting kids with the sports they love, Nickelodeon is creating more partnership opportunities with content production, promotions, prizing and activations on and off the field. We know sport is a passion point for Aussie kids and a great chance for brands to engage with thousands of people. We confirmed a second year of our partnership with Cricket Australia and the Big Bash League and in addition to ramping up our on-the-ground activations at matches across the country, we’ll also be doing a second season of the BBL and WBBL children’s television show aptly named Crash The Bash.

Crash the Bash premieres on Nickelodeon just before Christmas and runs all the way through January. There are lots of sponsorship opportunities with the program and other Nickelodeon summer programming.

For partnership opportunities with Nickelodeon please contact your MCN representative on 02 9209 6300.

More Nick: KFC BBL Announces Renewed Partnership With Nickelodeon Australia For BBL|07!
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