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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“My work schedule can be hectic, so I snack on nuts, berries, or other non-deadly foods during any downtime.”

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AwesomenessTV and fashion/beauty brands are coming together to make branded series for Gen Z. In the past, AwesomenessTV has worked with numerous brands to produce original content, including CoverGirl and Kohl’s. Now they’re planning a 24-part docu-series with Hollister called “This is Summer,” following teens’ high school journeys—while they’re clad in shoppable Hollister clothing of course. Our own Chief Content Officer explains that Ypulse has “found Gen Z to be fairly open to watching sponsored entertainment,” with 77% of 13-17-year-olds agreeing, "As long as the story is interesting, I don't mind that it is sponsored." (Glossy)

Fullscreen agrees that Gen Z is the generation that’s most receptive to branded content. Their survey found over half of Gen Z doesn’t mind even undisclosed branded content, and significantly more Gen Z teens than Millennials have engaged with social branded content (viewing photos, liking and sharing content and tagging friends) in the past six months. Influencer marketing wins out with the group, with over half of teens preferring influencer content to pre-roll, sponsored posts, banners, and traditional TV commercials. The sweet spot for advertisers may be branded video, especially when influencers are involved. (TubefilterAdweek)

Graduation spending is expected to reach a record $5.6 billion for the Class of 2017. Over half of the graduation gifts given will be cash, followed by greeting cards, gift cards, apparel, and electronic devices. Another trend for the year is more and more peers giving each other gifts, with a 6% lift year over year. Younger consumers will spend an average of $78.42 ,compared to 45-54-year-olds’ $119.84 and 65-and-over’s $112.34, and while greeting cards are also most popular, they’re also almost twice as likely to gift clothing. (ConsumerAffairs)

Instagram has the “most negative impact on young people’s mental wellbeing,” followed by Snapchat, according to a recent study. The image-centric platforms could “driv[e] feelings of inadequacy and anxiety,” and were rated the most poorly for their impacts on sleep, FOMO, and body image. Out of the top five most popular social media platforms, YouTube was the only one that earned a positive score. The silver lining? Some argue the evaluation is “blaming the medium for the message,” and social media/online communities are also Gen Z and Millennials’ top resource for learning about “mindfulness, meditation, and wellness,” according to Ypulse data. (The Guardian)

Lego is being called the “most powerful brand in the world,” beating out Google, Visa, and Nike. Brand Finance’s latest valuation report shows Lego’s brand value increased 68% over last year, looking at metrics like “familiarity, loyalty, promotion, marketing investment, staff satisfaction and corporate reputation.” At least some of the lift can be attributed to the successful movie franchise (The Lego Movie and The Lego Batman Movie) and its strategic partnership with Star Wars.

(Business Insider)

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