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.

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