Viacom’s Nickelodeon, is creating a brand-new, multi-platform destination just for today’s moms: NickMom will be a primetime, advertiser-supported nightly programming block on Nick Jr. and a convergent web site.
Nickelodeon and Nick Jr. are already the top viewing destinations for moms, according to Nielsen Media Research, and one out of every four moms today grew up watching Nickelodeon themselves. Nickelodeon said it is creating NickMom in response to original research with today’s moms who are younger, more diverse and more tech savvy than prior generations, and who are looking for entertainment outlets that speak directly to the experience of their lives. “These moms say they want entertainment content that is focused on comedy, helps them relax at the end of the day and ultimately celebrates being a parent,” the announcement stated.
The NickMom block on Nick Jr. will feature a mix of original long- and short-form humor-based programming, including talk shows, stand-up and sketch comedy, hidden camera and more. The TV block will air nightly from 9 p.m. to 1 a.m. (ET) with two-hours of original content and a replay immediately following. The TV block will launch in 4Q12. The NickMom web site will debut Monday, November 14th as a blog on Nickelodeon’s ParentsConnect.com–Nickelodeon’s web resource for parenting advice and community—and will feature editorial franchises and video. The announcement said the NickMom site will then evolve into a robust, mom-focused humor site complete with editorial, photos, videos, gaming and community next year.
“Today’s moms who grew up with Nickelodeon have a renewed relationship with us through their kids, and now we have something for them as adults in NickMom,” said Cyma Zarghami, President, Nickelodeon Networks, a division of Viacom. “This generation of moms is very different than any one before it and we are very excited to offer a destination that is unique in today’s entertainment landscape with content that taps into the Nickelodeon’s comedic DNA.”
With more than 30 projects currently in development, the NickMom block will feature talk shows, docu-series, stand-up and sketch comedy, hidden camera and game shows and more, emphasizing the kind of comedy moms say they enjoy most – relatable, ridiculous and irreverent. Development deals are in place with Eyeworks USA (The Biggest Loser); Mad Cow (Madeleine Smithberg, co-creator, former executive producer of The Daily Show); actress and author Annabelle Gurwitch (You Say Tomato, I Say Shut Up; Fired!; Dinner & a Movie); and Emmy award-winning Hugh Fink (head writer, The Late Late Show with Craig Ferguson ; and writer, SNL); among a host of others.
Well in advance of its TV launch, NickMom already has acquired two charter sponsors: General Mills; and Reckitt Benckiser.
RBR-TVBR observation: Adult women raising children are sought after by advertisers. As Viacom noted, Nickelodeon and Nick Jr. already get lots of viewing by moms – no doubt because that’s what their kids watch. This new multi-platform initiative gives the cable outlet a way to connect advertisers to those adult female viewers.