• Mediaweek, Tuesday, March 7, 2006 11:15 AM

The kids' cable upfront, occurring now, is expected to largely duplicate last year's numbers, according to a report in Mediaweek. The final tally will most likely be $850 to $900 million. And among the top topics of discussion within the industry will be--what else?--the so-called third screen. Alternative means of delivery is on everyone's mind. Also, the kids' market must still contend with the possibility of a lawsuit from a consumer advocacy group that alleges certain advertisers target children's shows for the sale of foods that lead to childhood obesity. That suit, not yet filed, has the possibility to be disruptive to the kids category. "Both Nick and rival Cartoon Network say they're taking the food flap very seriously, although their respective ad sales execs are downplaying the impact the controversy may have on their bottom lines," reports Mediaweek. "James Perry, senior vice president, national ad sales, Nickelodeon, said the obesity issue 'hasn't had much effect whatsoever on overall ad spend,' adding that most food clients have shifted their marketing efforts to healthier products. Perry said Nick has seen growth over the last two quarters in the category, its second largest behind toys."

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