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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Quote of the Day: “I put off/dread calling people in general. Everything should be done online by this time!” –Female, 30, FL 

In a continued effort to draw back the teen consumers they’ve lost, Abercrombie & Fitch’s logo will “be dead” in U.S. stores by 2015. Globally, the Abercrombie and Hollister logos and names will still be used on designs, but will be phased out here where the brand knows it is no longer considered a status symbol. Abercrombie’s sales continue to fall, and the retailer is making efforts to appeal to a different youth mentality by removing references to “Ivy League heritage,” making the brand “totally accessible,” and toning down the club-like atmosphere in-store. (BuzzFeed)

Following heartbreaking stories of the death of toddlers forgotten by their parents in hot cars, automakers made claims that they would be working on new technology to help prevent the tragedies. But years later that technology has not been produced, so parents and teens are developing it instead. Independent entrepreneurs are working on a slew of solutions for baby on board tech that would stop hot-car deaths, including car seat sensors, smartphone apps, and low-tech solutions. Many are seeking backing on crowdfunding sites to make their products a reality. (Washington Post)

Ck one was an iconic ‘90s product, but the brand has kept up with the youth market in order to stay relevant with a new generation. The fragrance, celebrating its 20th anniversary this year, relies on social media platforms, including Snapchat andTumblr, to attract Millennials and stay engaged. When creating their latest TV ad, they invited all participating talent to take behind-the-scenes pictures, selfies, and video, which were then used to “seed” the new campaign on social. The Snapchat campaign has “seen more than 1 million views in just a month and a half.” (Mediapost)

Just a few years ago, Hollywood was incredulous that YouTube was anything more than a collection of amateur vloggers, and certainly most didn’t believe that it would change the traditional entertainment world. But now, YouTube has become a “Hollywood hit factory” for teen entertainment. Smaller companies that realized the platform’s potential early have grown massively, big studios are snapping up YouTube studios to get in on the action, and programming is in the midst of  “rapid consolidation.” Our social media trend tracker shows that as of March 2014, YouTube has become the number one platform teens use, with 89% telling us they use the video site compared to 80% who say they use Facebook. (Businessweek)

Earlier this summer, a report that fewer teens were interested in getting summer jobs than ever before had older generations rolling their eyes at the slacker youth who “don’t want to work.” But new research indicates that it might not just be that lazy kids these days want to spend their summers taking selfies: It could be that teen jobs don’t pay off the way they used to. Millennials with summer jobs don’t see the future wage increase that teens in the ‘70s and ‘80s did. (Vox

Every day we deliver Millennial insights to your inbox, but every quarter, we look at some of the larger trends happening within the generation—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, an in-the-know guide to Millennials that synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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