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…

 
 

Want to talk to us about the article
or dive into a custom study?


Millennial News Feed

Quote of the Day: “My favorite app is Snapchat, because it offers quick messaging with a time limit that ensures privacy while being highly entertaining.”—Female, 20, FL 

If you want to know what teens are doing online, don’t ask their parents. A survey by the National Cyber Security Alliance found that 60% of 13-17-year-olds have a secret online account they say their parents know nothing about, while only 27% of parents suspect their kids have one. This statistic will likely worry parents who are increasingly monitoring online behavior. About 67% of parents say they have a rule in place for kids to be open with them about any “sort of uncomfortable or scary incidents that occur online,” however only 32% of teens surveyed say that such a rule exists in their household. (CNET)

Millennials around the are not only passionate about global issues, but ready to take them on. A World Economic Forum survey found that seven in ten 18-35-year-olds see abundant opportunities for themselves and their peers to tackle global issues, and half believe they have decision making power in their home countries. When the WEF asked about the three most serious issues affecting the world today, Millennials had the same response as the year before: religious conflicts came in third with 33.8% of responses, large scale conflict and wars came in second with 38.5% of responses, and climate change and destruction of natural resources was the top response with 45.2% of respondents. (Business Insider)

Outlet malls are thriving, and it’s all thanks to men and thrifty Millennials. According to Cowen & Co.’s latest Consumer Tracker Survey, outlet visitation by 18-34-year-old men reached a new peak of 44% in July, most likely due to male preference for brand stores over department retailers. Overall Millennial visitation is also up: on average, 31% of 18-34-year-old women and 35% of 18-34-year-old men say they visited an outlet mall every month between December 2012 and July 2016. An analyst of NPD Group attributes the trend to frugal Millennials who would rather save their cash for experiences. (MarketWatch

Teenage girls with depression or anxiety “are less alone than ever.” The Department of Education has revealed that these mental illnesses are a slowly growing epidemic among teen girls in England: about one third report having depression or anxiety, a 10% increase over the last decade. Social media pressure, bullying, and unrealistic body expectations are all cited as factors, which have especially effected young girls all over the world. In America, the Substance Abuse and Mental Health Services Administration reports that teen girls are three times more likely to be depressed than their male counterparts. (Teen Vogue)

Instagram has made connecting with consumers even easier for brands. The platform’s new “contact” button allows users to call, text, or email brands through their profiles. According to a social media specialist, “social…is a brand’s first line of defense—both for reputation management and customer service,” and the new button eliminates the hassle of having to respond to each individual comment. Brands like Nordstrom, Delta, and Denny’s are already utilizing the new feature. (Digiday

Quote of the Day: “My favorite app is Pokémon Go, because it's kinda a big deal for those of us who've been dreaming about it for over a decade.”—Female, 21, NJ 

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies