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Local franchises propel Nick’s viewership and ad sales growth
MUMBAI: Nick’s localisation strategy has started to bear fruit. Backed by three local animation franchises, the Viacom18-owned kids channel has not only steadily jumped the ratings ladder in the last five weeks but has also registered a 15-20 per cent growth in ad sales.
The three local franchises ‘Motu Patlu’, ‘Pakdam Pakdai’ and ‘Ninja Hattori’ have powered the channel’s viewership growth. In fact, the three franchises together contribute a bulk of the channel’s viewership.
‘Motu Patlu’s’ contribution has grown threefold to 32 per cent in 2014. Similarly, ‘Pakdam Pakdai’s’ viewership has jumped to 12 per cent in 2014 from 6 per cent last year, says Viacom18 Media EVP & GM Sonic & Nickelodeon Nina Jaipuria.
“A brilliant summer and a thought-out strategy have brought us back to the leadership position in the kids’ genre. We have been seeing continuous rise. From the no. 3 position, we have jumped to the no. 1 position after two weeks. We have sustained the position on the back of our three key franchises,” says Jaipuria.
The growth in viewership has also made the task of monetising easier. “We saw 15-20 per cent growth in ad sales thanks to the good performance of the three franchises. This shows that our investments in local properties are showing results,” she says.
According to TAM data provided by the channel, Nick was at the number 3 spot for two consecutive weeks (week 27 and 28) in C&S 4-14 ABC All India market, with 200 and 210 TVTs respectively. Cartoon Network (228 and 225 TVTs) and Disney Channel (227 and 224 TVTs) were the top two players respectively.
Nick finally turned the tables in week 29 and 30 with 201 and 211 TVTs respectively. Cartoon Network was a close second in both the weeks with 193 TVTs, Nick claimed. It must be noted that there is a marginal difference in TVTs between the top three players in any given week.
Having three local franchises has meant that the channel has a variety of content and is not dependent on any one show for viewership. Jaipuria also feels that the prospects are bright for the local franchises in the area of licensing and digital ad sales.
“We are offering content to kids with depth and width of characters. By having three key local franchises besides quality international content, we have ensured that the channel is not dependent on one property for viewership,” Jaipuria states.
The channel’s characters like ‘Motu Patlu’ have seen growth in popularity.
“According to the Ormax Small Wonders study on kids, Motu is the third most liked character among kids in 6-14 age group. Last year, Motu was 18 on the list. This goes on to show the growth that the character has seen in the last six months. We have eight characters among the top 20 most liked characters,” asserts Jaipuria.