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Gen-Z Parents Opps: Nickelodeon taps marketer amid surge in digital spend (Score 33)

Effective August, Sabrina Caluori joined Nickelodeon as brand and content strategy SVP. For the past decade, Caluori had overseen digital media and marketing at HBO. Now, she will handle the launches of Nickelodeon's original shows and movies, along with brand strategy and execution, media buying and marketing analytics. Spend for the brand will likely continue rising under Caluori's leadership, especially in support of upcoming launches.

According to iSpot, Nickelodeon has allocated roughly $687.2k toward national TV commercials YTD, down 11% from the roughly $773.8k it had allocated by this point last year. The brand ended up allocating roughly $1.4m toward this channel last year, down 33% from the roughly $2.1m it allocated in 2019. Nickelodeon's commercials of 2021 have largely targeted Hispanic audiences through shows such as ¡Despierta América!, El gordo y la flaca, La Rosa de Guadalupe, NFL Football and Vencer el desamor.

So far this year, Pathmatics reports the network has spent approximately $10m on digital ads, more than double the approximately $4.5m it spent within the same 2020 timeframe. In 2020, Nickelodeon's estimated full-year spend similarly more than doubled to $11.9m from that of $4.5m in 2019. It has earned around 1.3b digital impressions YTD via Instagram (75%), YouTube (15%), desktop display (6%), Facebook (2%), Twitter (1%), mobile video (1%) and mobile display (1%) ads. 

Additionally, Magellan reveals Nickelodeon has aired 148 podcast ads within the past 12 months.

The brand tends to target kids and their Gen-Z parents via paid social, YouTube and podcast ads, and it's shifting dollars from TV to digital. Thus, sellers able to offer high-ROI digital strategies should get in touch. Per Kantar data, Nickelodeon also invests in local broadcast. It holds planning conversations in Q2 and buying conversations in Q1.

Agency & martech readers - You certainly have a shot here at brand-specific work for Nickelodeon under this leadership shift; reach out soon to remain top-of-mind. BARU Advertising (multi-cultural).