Kids upfront breaks

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The children's upfront TV market broke late yesterday with Nickelodeon asking 15% CPM increases over last year. Nickelodeon is asking advertisers to buy ads on the fledgling Nick at Nite's TV Land cable network as part of its upfront packages on Nickelodeon, agency executives said. Nickeldeon had no comment.

Nickelodeon is claiming that TV Land is seen in 21 million homes. However, Nielsen Media Research currently doesn't track the year-old service; Nickelodeon is telling advertisers that Nielsen will give household numbers for TV Land in the second quarter.

Nickelodeon delivers about 40% of the gross ratings points for the kids market. Until now TV Land has not sold commercial time.

Copyright January 1997, Crain Communications Inc.

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