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Kids TV Marketplace Gets Crowded

  • B&C, Monday, March 1, 2010 10:32 PM
Children's TV will get some big competition in 2010. Discovery Communications' The Hub--its rebrand for Discovery Kids--and SyFy will look get a piece of the billion-dollar market. But as the kids upfront pitches get started on March 11 with Nickelodeon's presentation in New York, the emergence of new players doesn't necessarily mean there's any more money to go around.

While the scatter market is running as much as 30% above upfront levels in other sectors, the kids marketplace scatter is just a bit above upfront rates. The 2009 kids upfront was pegged at $850 million, according to industry estimates, and few see that--or the total ad spend figure--increasing. Francois Lee, VP and activation director at MediaVest USA, estimates 2010 spending is going to be down vs. 2009. Kantar Media figures puts the overall children's cable TV market at $1.175 billion in 2009, down from $1.281 billion in 2008.

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