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The pace of the kids scatter advertising market has begun to show some encouraging signs of picking up, Mediaweek reports. While top-tier kids nets underperformed in recent weeks, the preholiday run is giving them new life. Sales execs at the kids nets characterize business as being generally robust. James Perry, senior vp, national ad sales, Nickelodeon, said the net is “in the middle of a very strong and active three weeks,” although the market will likely move on a week-to-week basis. “The fact of the matter is the money is being placed later than it has in years past,” Perry said, citing late orders from retailers like Wal-Mart and Toys ‘R Us.
Meanwhile, the studios are beginning to front-load a brace of holiday titles. “A lot of scatter in the fourth quarter has been driven by movies,” Perry said, adding that Dreamworks and Sony have been active in the last few weeks.
A factor that may put the kids nets at a disadvantage is that both Nick and Cartoon have been slightly down in the ratings compared to their respective third-quarter averages. Perry acknowledged that Nick has made a few inventory makegoods in the quarter.
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