Child's Play: Nickelodeon's Sports-Themed Programming Produces Boost In Time Slot

NickSports, a two-hour primetime block of sports-themed programming on Wednesdays, has grown the time slot "by 15 percent with boys ages 6 to 11 and 19 percent with kids (girls and boys combined) in the same age group" since debuting in September, according to David Cummings of ADWEEK. After the net's first Kids' Choice Sports Awards last summer "drew impressive ratings," Nickelodeon Senior VP & GM/Nicktoons, TeenNick & Nick Jr. Keith Dawkins "realized that regular, dedicated sports programming could do well with his demographic." The major pro sports leagues "turned out to be an easy enough sell" for Dawkins' proposal, as the NFL, NASCAR, MLS and WWE "have all signed on." NFL VP/Brand & Creative Jaime Weston said, "We are always looking for ways to create lifelong fans and to connect with kids in unique ways." Cummings noted the sports-themed shows also have helped Nickelodeon "seem like an attractive place for advertisers looking for options beyond gameday ads" (ADWEEK.com, 1/14).