Nick, the challenger brand in the entertainment space in India has emerged as the consistent No.1 in the kids’ category. Nick toppled the leaders in the category last summer and closed the financial year as a clear leader with a 24% share from April 2009 to March 2010. Starting off with a market share of 15% at no. 5 spot in 2007-08, Nick has shown an exponential growth of 60% to reach the no. 1 spot within just 2 years. (Source: TAM, Market: HSM, TG: CS 4-14 ABC, Period: Apr 09-Mar 10, Time: 0700-2200Hrs)
Innovative content along with highly engaging marketing campaigns have helped the channel to expand its viewership. From April 09 to March 2010 Nick achieved an average time spent of 119 mins a week thanks to its chart topper shows Ninja Hattori and Perman. New shows like Oggy and the Cockroaches and Chicken Stew have made the channel stickier than ever. The average reach for the year is at 34%, with an average of nearly 7.6 million kids a week watching the channel.
Nick not only increased its market share, but also successfully monetized its success and showed a 69% increase in revenue from last year with over 300 brands advertising on the channel. The consumer products division also saw an aggressive growth and Nick products are now available in over 30 categories, 500 SKUs and over 3000 retail outlets.
“Innovation in every aspect of the business is the key to Nick’s success. Having the pulse on kids has enabled us to connect with them and created unbreakable bonds. Our pioneering initiatives have created win-win partnerships with our advertisers and stakeholders as well. Nick will continue to delight it’s viewers and stakeholders in the times to come.” said Nina Elavia Jaipuria, General Manager and Senior Vice President, Nick India.
Being a responsible broadcaster and showing support towards social causes or just by giving kids what they want Nick ruled kids’ hearts all through the year. The Big Green Help – A first-of-it’s-kind Initiative for kids showcased how “kid-power” can help achieve positive attitudinal shifts towards the environment. Nick also challenged the usual by not just shutting off the channel, but also by taking Let’s Just Play on-ground with a never done before 10 hr Play-a-thon that was conducted simultaneously across 5 cities in India.
Having a pulse on what makes Gen Y tick helped Nick make a deeper connect with kids. This was built not just on-air and on ground but also through other touch points on the digital space. Nick’s website www.nickindia.com has given kids compelling reasons to interact with the brand in the form of Nick toon games, numerous contests, videos, Nicktoons wallpapers and many more.
So here is to lots more innovation and engagement from Nick!
