CBS's Nick Jr. programming block will start taking advertising Feb. 17, with Ford Motor Co. as its first advertiser. Ford, already a multiyear advertising partner in Nickelodeon, which sells the ad time on Nick Jr., will run its current minivan campaign through April 28. After the Viacom/CBS merger last March, execs pushed a quick launch last July of Nick Jr. programming on CBS. But because of quick turnaround time and a soft kids advertising market, Nickelodeon executives elected not to sell advertising initially on the three-hour Saturday morning kids block. Other scatter deals to come, said Susan Danaher, exec VP-general sales manager of Nickelodeon, are to include toys and package goods.
Copyright February 2001, Crain Communications Inc.