Parents, Gen Alpha Opps: Nickelodeon rebrands, launches first spots of new campaign (Score 80)
Sales Lead: Nickelodeon recently launched its first rebrand in 14 years, bringing back its nostalgia-packed splat.
- The first of five spots of a new campaign, the "Portal to Fun," made its debut.
- All five will continue running across Nickelodeon's linear, social, and digital platforms.
- The campaign was made by six agencies, which included creative agency partner Roger. Roger that?
- The initiative also involves an experiential effort in which Nickelodeon reps went to 400 nationwide schools, allowing 250,k kids to slime their favorite teachers.
- In an additional experience initiative, the brand will host two large events in Philadelphia and DC.
- Per parent company Paramount's ad sales chief, John Halley, the brand is "not going back" to its former, more traditional approach.
- The brand will likely:
- Continue increasing national TV spend
- Ramp up digital spend as it launches the rest of the spots
- Seek new agency partners
- Target demographic:
- Gen Alpha
- Millennial and Gen-X parents
Recent leadership shifts:
- In January, Nickelodeon selected a new marketing and brand strategy EVP, Sabrina Caluori, last summer.
- Since then, her role has expanded to include Paramount+ kids and family marketing EVP.
- Additionally, it hired program director Dina Madhani in July 2022.
Additional spending insights:
- Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
- YTD spend: So far this year, Nickelodeon has spent approximately $319.2k on national TV commercials, 19% more than the approximately $268.9k spent within the same 2022 timeframe.
- Last year: In 2022, the channel ended up spending around $2m on this channel, up 5% from when it spent around $1.9m in 2021.
- 2023 ad programming: Nickelodeon's 2023 commercials have targeted sports-enthused dads watching shows such as NFL Football, Good Morning Football, NFL GameDay Morning, NFL Now, and NFL Football - Classic Replay.
- Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: The brand has allocated roughly $5.4m toward digital ads YTD, 18% less than the roughly $6.6m allocated by this point last year.
- YTD data: Since the beginning of 2023, Nickelodeon has earned ~590.8m digital impressions via Instagram (42%), YouTube (40%), Facebook (15%), desktop video (1%), mobile display (1%), and desktop display (1%) ads.
- Last year: The brand's estimated full-year 2022 spend, $23.5m, decreased by 13% from that of $27.1m in 2021.
- Additional channel insights
- Nickelodeon utilizes print, local broadcast, digital, radio, OOH, Google Ads, Twitter, TikTok, Instagram, Facebook, and online video (primarily via Youtube.com) ads.
- The brand sponsors podcasts such as Pop Culture Happy Hour.
- The channel holds planning conversations in Q2 and buying conversations in Q1.
Additional agency insights:
- Opportunity: Nickelodeon's recent leadership shifts could certainly lead to agency reviews, so contact soon to remain top-of-mind.
- Current agency roster:
- Roger: Creative agency partner
- BARU Advertising: Creative and multicultural agency partner
Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix; podcast insights by Podchaser.
View our recent update on parent company Paramount here.
Additional contact info:
- RogerTV: Josh Libitsky: Executive Producer - josh@roger.tv