Burnett buy kicks off kids upfront market

Leo Burnett kicked off the kids upfront market last week with a multi-client buy on Nickelodeon, which media buying sources estimate came in at least 15 percent, and perhaps 30 percent, over last year’s levels.
Buyers said the level of activity has already hit a hectic level. “It’s uglier than a toad in mud season,” said one New York buyer who is finalizing his deals with the cable and syndication plans on his desk. Sources estimate the value of the kids upfront will peak at around $800 million this season.
The broadcast networks aren’t expected to move their business until April, and Disney and Fox are expected to hold out until then as well, agree buyers involved in the kids marketplace.
Nickelodeon is definitely blazing a path toward the dotted line among the cable network and syndication players of the kids market, asking for–and in some cases getting-CPM increases north of 30 percent...