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Upfront TV: Viacom Blames Nielsen & Nickelodeon | GM Cancels Half its Ads | “Beverly Hills Nannies”

Published on February 03, 2012
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  • Viacom’s fourth-quarter cable unit ad revenue dropped 3%, reports Multichannel News, and Viacom is blaming Nielsen. Its kid-oriented Nickelodeon Channel has been on a double-digit decline since September. Viacom claims Nielsen’s measurements are inaccurate, and presented its own set-top-box data that shows steady ratings. Viacom CEO Philippe Dauman claims that without the drop-off at Nickelodeon—toymakers weren’t about to advertise for Christmas on a sinking network—Viacom’s ad revenues would have been up for Q4.
  • General Motors (GM) has cancelled almost half of its Q2 upfront buys in broadcast and cable, reports Adweek, the maximum allowable under standard network contracts. GM did the same in 2009, when cancelations ran around 15%. Procter & Gamble similarly pulled out of half its commitments that year. This may not be a sign of ill health for the #1 U.S., than a sign of streamlining. GM recently consolidated its global media buying and planning account with Carat, cutting loose several regional agencies.
  • NBC will use ultra-slow-motion cameras in Sunday’s Super Bowl broadcast, reports Broadcasting & Cable. The Hi-Motion II cameras from NAC Image Technology allows for ultra-high-quality images (usually sacrificed in slo-mo), but at a 10X reduction in speed. 2X is more typical.
  • ABC Family has ordered a new reality series, “Bevery Hills Nannies,” reports Entertainment Weekly. This docu-series will follow nannies who work in the 90210 area code. “Nannies” is produced by Evolution Media who are behind the “Real Housewives” Beverly Hills and Orange County franchises. ABC Family is home of “The Secret Life of the American Teenager,” and racier shows like “Pretty Little Liars.” Time will tell if “Nannies” will approach the violence and hijinx typical of the “Housewives” properties.
  • While the wound does not appear fatal, “American Idol” continues to bleed. “Idol” on Wednesday drew a 5.9 rating among adults 18-49, reports TVByTheNumbers. That is down 9% from a 6.5 rating the prior Wednesday, and 34% from its third Wednesday telecast in 2011.
Related categories: Television, Business Environment, Acquisitions/Biz Buzz, Media Options & Channels, TV Cable, TV Network, TV Upfront, Verticals & Sectors, Entertainment,

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