• by Wayne Friedman , March 14, 2008

Nickelodeon says its stronger rating position has given it a leg up among national advertisers so far this year.

"We have done a lot of business in advance of the marketplace," says Jim Perry, executive vice president of 360 Brand Sales, Nickelodeon and MTVN Kids and Family Group, speaking during a conference call after Nickelodeon's upfront event at New York's Hammerstein Ballroom. "We've got a good base laid in."

Although there are uncertainties with kids' TV national advertisers, including food categories and others, Perry is bullish on Nickelodeon growing at an even faster pace--in certain areas.

"Our nontraditional advertisers will grow 50% this year," he noted. "We feel real good about that." Kids' TV sellers also continued to do well with entertainment businesses: theatrical movies, DVD sales and video games.

Some of this, he says, has to do with Nickelodeon's growing market-share position. "It used to be a five-horse race; then, a two-horse race with Cartoon Network," he says. "Now, we have the lead over them." Nickelodeon regularly commands over half the market's kids' ratings points and advertising dollars.

While the kids' upfront market had a bit of an uptick last year to some $1 billion in overall kids advertising, other analysts believe the marketplace to be somewhat flat in terms of ad revenues versus a year ago.

Perry has said the upfront has been less important in recent years because of the rise of year-round ad deals, as well as multi-platform deals and ones made with non-endemic advertisers.

Nickelodeon will only debut three new series. One is a hybrid scripted comedy/competition series with the working title "One 4 All." Nick calls it a show where "Entourage meets 'N Sync."

Nick will also offer a new animated series, "The Mighty B!," from "Saturday Night Live" writer and cast member Amy Poehler. "Dance on Sunset," a musical variety show, will feature musical acts and dance competitions.

The net is also readying a feature-length movie comedy "Gym Teacher: The Movie" starring Chris Meloni, of "Law & Order: Special Victims Unit." He plays a washed-up Olympian who seeks redemption by taking a job as a gym teacher.