This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina Brazil and Mexico by Nickelodeon Just Kid Inc. and Research International. The study was designed to provide Nickelodeon with a strategic planning tool to support programming research and development and Nickelodeons regional expansion. Available surveys and data sources lacked sufficient insight and depth of information about the brand and consumer environment in which kids reside as well as their attitudes beliefs aspirations and consumption behaviors. The paper also discusses some observations about brands and branding and the significance of building brand loyalty early kids attraction to more adult brands how children are becoming more sophisticated consumers at a younger age and the emergence of regional and global brands targeted to kids.
The authors utilized the Nielsen Quadrant Segmentation System to create audience analysis tool that evaluates television network programming strategy by day part, such that the four segmentations of the Nickelodeon audience are isolated for on-going tracking and audience duplication with other Nickelodeon day parts (and competitive programs). Custom Captation of the Nielsen system was developed in order to recognize differences between primary, secondary and tertiary programming sources. This multi-dimensional view of the Nickelodeon audience goes beyond traditional quintile based segmentations that look only at a single pension of viewing. The analysis explains how Nickelodeon set actionable goals in terms of ratings maintenance and growth for specific audience quads as well as a means to track the delivery of goals. Ratings growth and decline can be documented as to the source of the increase and decrease and specific tactics evaluated as to delivery and non- delivery. Finally, the means for targeting viewer clusters within audience quadrants through Nickelodeons Viewer Track System is demonstrated.