The bulk of the kids business has been locked in at the upfront, with estimates putting total volume at $850 million-$865 million, a gain of 3%-5% from the 2009-10 haul, yet less robust than the
general marketplace. All told, the major kid-centric networks saw CPM rates increase by 6% compared with last year's pricing, with Nickelodeon/Nick at Nite enjoying the biggest gains (8%-9%).
Nick was boosted by its continued ratings success -- it closed out first-quarter 2010 tops in total day among ad-supported networks, averaging 2.3 million viewers and sweeping all major kiddie
demographics. Turner's Cartoon Network had CPM increases of 5%-7%. Disney XD sources said the boy-targeted network had peeled dollars away from Cartoon, lifting its total volume 35% when compared with
last year's upfront, its first under the XD banner.
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