MILKSHAKE Viacom’s acquisition of Channel 5 in 2014 not only strengthened Nickelodeon’s position as a broadcaster but placed it in a truly unique position as a consumer products business as well. With access to both pay TV and free-to-air platforms, Nickelodeon’s close partnership with Milkshake enables both brands to share content and reach a wider audience.
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ilkshake is a brand leader for preschool television in the UK and packs in an exciting lineup of acclaimed programmes and beloved characters. 2015 was Milkshake’s most successful year ever for share of kids’ viewing (ages 4 to 15 Years), up 3%, with an incredible 19.2m viewers tuning in. The block is off to a flying start this year too with record share of kids’ viewing, making 2016 Milkshake’s best ever start to the year and the number one weekday breakfast destination for kids aged 4 to 15 years in 2015 and 2016 so far. “Milkshake is not simply a cartoon block; it offers preschoolers a wide variety of content from fly-on-the wall documentaries and wildlife programmes to musical entertainment shows,” says Marianne James, VP Consumer Products, UK and Ireland and
European Retail Sales and Marketing. “Audience engagement is also captured through stunt weeks such as Emergency Services week and Back to School week, where the presenters bring to life themes and characters relevant to a preschool audience.” Milkshake’s brand extensions, including the popular Milkshake magazine, DVD and CD releases, ensure that Milkshake continues to play a relevant part in children’s lives beyond the breakfast block. The brand has a highly successful history of producing live stage shows, including
Above: The Milkshake magazine and DVDs engage with children off-screen. Left: The presenters are an important part of the success of Milkshake, performing dances and songs between shows.
Left: Wissper made her debut on Milkshake in the UK.
nationwide theatre tours and residencies in the UK’s top theme parks and its interactive website alongside the existing VOD service helps stream content. “For Nickelodeon Consumer Products, the partnership with Milkshake means one very important thing for our licensees and retail partners: by sharing our content across both Nick Jr. and Milkshake, our properties reach a wider audience across both pay TV and free-to-air channels,” says Marianne. “The benefits have already been seen across a number of our properties. When PAW Patrol first launched on Milkshake, reach of the property soared by 96%, and the show is now ranked in the top three for audiences, attracting over 240 thousand children per episode. As well as strategically sharing content, together we are supporting a number of UK productions including Lily’s Driftwood Bay and Wissper, which made its debut on Milkshake.” Marianne continues: “Over the next year, you will see the Milkshake launch of many new series from across the Nick Jr. portfolio, as well as the highly anticipated launch of Shimmer and Shine which will help to raise awareness of the show with a brand new audience.”
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A SPECIAL NICKELODEON PUBLICATION
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