Kids Of The 90s Are Nostalgic, And Nickelodeon Satisfies Their Longing

The 90s Are All ThatNa na na-na-na; the opening credits to Nickelodeon’s hit 90s show “Clarissa Explains It All” (1991-1994) begins. A teenage Melissa Joan Hart pops up onscreen in a crop top and high ponytail as retro graphics and the all too familiar theme song introduces an episode of one of Gen Y’s favorite shows. Comfort TV is back in all its glory for today’s college students and 20-somethings to enjoy. Crop tops are cool again, but even more popular is this retro programming. In fact, it’s “all that!”

Last week, Nickelodeon debuted “The 90s Are All That,” its wildly successful new programming block, where hit shows from “the good old days” are played weekdays from 12am – 4am. The name refers to the network’s sketch comedy show “All That” (1994-2005) and couldn’t be more fitting. After one night, it became evident that this late night block of 90s shows — which currently includes “All That,” “Kenan & Kel” (1996-2000), “Clarissa Explains It All,” and “Doug” (1991-1994) — is the best idea since orange soda. Nickelodeon currently leads with 7-17 year olds, but this addition marks a major change in attracting young adults.

During the programming block’s premiere on Monday, July 25, “The 90s” reached ratings 850% higher than the channel’s previous average in the 12am – 2am block according to Nielsen Media Research. All four shows in the lineup were among the top 10 programs on basic cable for the night, averaging 555,000 total viewers. Millennials tend to stay up late, so they’re grateful for this alternative to late night talk shows.

Moreover, Nickelodeon references flooded the Twittersphere earning the network an impressive 20 worldwide trending topics. “The 90s Are All That” Facebook page reached 200,000 fans overnight, double what…

 
 
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Millennial News Feed

Quote of the Day: “This year for Halloween I’m going to watch cooking theme shows like Halloween Wars.” –Female, 15, TX 

Millennials are clearly disenchanted with politics. When a recent poll asked who they blame the “political gridlock” in Washington on, 56% of 18-29-year-olds said “all of them.” These young consumers are also more likely to volunteer than to vote in the midterm elections. Interestingly, of the small percentage who say they definitely will vote, 51% said they would vote Republican, versus 47% who said they would vote Democrat. (The Atlantic)

It seems that more kids than ever have allergies these days, and for these ingredient-sensitive children, trick-or-treating can be less fun. (Imagine handing over the majority of your candy at the end of the night? No thanks.) This year, The Teal Pumpkin Project is campaigning to raise awareness about these allergies: houses displaying a teal pumpkin signal to trick-or-treaters that nonfood treats are being handed out. Since launching on Facebook earlier this month, the campaign has “reached more than 5.5 million people and been shared 55,000 times,” and over 2,000 pictures on Instagram have been tagged #TealPumpkinProject. (Inc.)

R.L. Stine’s scary Goosebumps and Fear Street series delighted and terrified tons of ‘90s kids, and the author has given these nostalgic consumers a Halloween treat. For the third year in a row, Stine has written an entirely new horror story on Twitter in a series of 15 tweets. The story, “What’s In My Sandwich,” has spread far beyond his 134,000 followers, and is being reposted around the web. (JezebelBuzzfeed)

Marketing on visual social platforms—Snapshot Marketing— has very quickly become an essential way to reach young consumers, and now it’s being put in motion: as of today, Instagram video ads are live. Disney, Activision, Banana Republic, the CW, and Lancome are the first brands to purchase these 15-second auto-display spots on the network. Disney and Activision are both featuring clips from recent entertainment, while Banana Republic has utilized Hyperlapse to create a clip animating fashion sketches. Meanwhile, Snapchat sold its first video ad to Universal this month for the movie Ouija, which went on to win at the box office thanks to teens. (Adweek)

Since launching in 2011, Hello Giggles has not only earned 12 million unique views a month and a very healthy social following, it has also become "an incubator for young talent.” The site emphasizes positivity and girl power, and has built a community of over 600 young female writers, journalists, and creatives who both submit work to the site and support it on Instagram and Twitter. Giggles serves as somewhat as a resume for these women, many of whom have not yet entered the workforce. (Fast Company)

We don’t just deliver data. Along with our bi-weekly survey result data files, we provide our Gold subscribers with a topline report that synthesizes hand-picked, illuminating data points and our insights and expertise. Interesting differences between males and females, older and younger Millennials, ethnicities, and more are highlighted, and relevant statistics are streamlined into an easily consumed, concise, visual takeaway. (Ypulse)

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