Cadent's Full Kids Press of 2017

Enter media sales company Cadent Network the ad sales powerhouse side of Cross MediaWorks see MediaVillage coverage on Cross MediaWorks its Chief Executive Officer Nick Troiano and other units addressable ad company one2one Media and TCAThe Cross Agency Cadent leverages its core business of selling local ads on a national scale to offer kidvid advertisers an efficiently priced TV complement during the quotHard 10quot Upfront sales cycle amp160Their positioning is as a complementamp160for children39s programming network advertisers when national buys are priced at their highest level amp160The complementary pathway is the twominute breaks many cable networks carve out each hour for their local affiliatesUsing local avails from more than 200 MVPDs including Comcast Charter Spectrum Suddenlink Mediacom and Cox amp160all together reaching more than 85 million households nationwide Cadent pitched coasttocoast advertising at a discount to the top kidvid Upfront rate amp160That pricing strategyamp160involves two critical time periods when kids and their families make their most important buying decisions The quotHard 10quot the sodefined insider term for October through late December culminating with Christmas and the four weeks before Easter amp160quotThat39s when the majority of kidstargetedamp160advertiser money runsquot explains Jim Tricarico Cadent39s Chief Revenue Officer pictured below amp160quotIt39s a price of entry that continues to climb amp160We go into this marketplace as a solution to this challengequotamp160amp160Cadent39s multichannel affiliates supplyamp160local avail time on Cartoon Network Nickelodeon Disney XD Boomerang Universal Kidsamp160and other channels for this Upfront push the second time around with this class of advertisers in mind Tricarico disclosed amp160Until the company came along with this initiative MVPDs were generally using their twominute pods for local or regional advertising sales program promotion or community outreach amp160Sales for their justconcluded 2017 kidvid drive increased fourfold over their first kidvid push last late springearly summer amp160Cadent calls the outcome bullish because for Tricarico and his colleagues quotwe39re delivering efficient qualityquotIn return Cadent has become a critical component of the advertising strategy for a number of toy companies amp160A marketing executive within that industry who is a repeat customer notes that Cadent quotprovides competitive costs per GRP gross rating points during key time frames that are not otherwise available within the market amp160Using these GRPs is essential to the development of an integrated strategic advertising approach that maximizes the effectiveness of our advertising investmentquotSeveral additional toy and video game manufacturers hooked up with Cadent for the first time through this Upfront campaign as well amp160Other satisfied customers include restaurantgame parlor chain Chuck E Cheese and several clients rep39damp160by agency Blue PlateTricarico believes the value of local avails used in this fashion will rise in the years to come for a growing assortment of sponsors interested in kidvid network campaigns amp160He39s clear that this patch of television is no longer just for toy cereal board game and video game companies amp160Moreover he39s observed that even as ratings for even the most popular kidattracting programs decline ad rates keep climbing amp160quotLook at Nickelodeon39samp160Kids Choice Awardsquot he suggests amp160quotA few years ago that special had a 12 ratingamp160 This spring the program earned a 4 rating and the price to be there rose Many kids now stream this special and watch on their smartphones and laptops amp160Ratings go down people pay more amp160Flat seems to be the new bar for success on TVquotTo Cadent39s thinking taking their route can provide benefits beyond just a lower cost perspot or campaign amp160With universal coverage comprised of local avails audiences can be pinpointed beyond the standard Designated Market Area format amp160That allows for more accurateamp160and efficient viewer and viewing data handled in a transparent manner while still on a national scaleTricarico foresees more companies organizingamp160campaigns to connect with both kids and adults offering Chuck E Cheese as an example amp160Familycentric restaurants and retailers ultimately will enter the kidvid marketplace and in time become Cadent clients he says amp160quotIt will take them out of their comfort zonequot he acknowledges quotbut ultimately they39ll recognize this as an important longterm strategyquotWhat Cadent also predicts is more viewer fragmentation of all programming genres amp160Result an ongoing tendency among networks to inflate upfront and scatter rates year after year and an increased search by veteran and new advertiser alike for lowcost entrances into national sponsorship For Tricarico more programming options lead to more complementary opportunities amp160He looks forward to expanding this kidvid option to as many local availproviding services as possible amp160NBCUniversal39s transformation of Sprout into Universal Kids this fall is a possibility Tricarico says amp160Another avenue to tap in the near term multicast services catering to kids and teenagersAt some point avails supplied by alternative original program distributors like Hulu Crackle and Fullscreen will get in this game Tricarico assertsamp160with a high level ofamp160certainty amp160Further down the road Cadent may sell spots going direct to households via smart TV sets and devices like Roku Apple TV Amazon Fire TV Shield or Chromecast amp160Andamp160while executives there are already at work over how to realize that possibility Cadent is poised for both near and long termamp160amp160quotWe see the kids39 environment as a prototype or barometer for what will happen in the nonkids marketplacequot Tricarico explains amp160quotThese kids will become adults and along the way their viewing habits will change quicker than you think amp160That39s why we39re evolving our services and offerings amp160including our sister company one2one Media amp160to go wherever this world is goingquotSource Nielsen Live K611 National Ratings for the 8pm EST premiere telecast of the Nickelodeonamp160Kids Choice Awardsamp160in amp1602009 03282009 and 2017 03112017Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Cadent's Full Kids Press of 2017

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