New Nick Jr. UK Research Uncovers Average Length Of Time Before A Child Says "I'm Bored" During The Summer Holidays

PARENTS beware – the average child will utter their first "I’m bored" just TEN DAYS into the summer holidays, according to the latest research from Nickelodeon UK & Ireland!

Parents can expect to hear their first ‘I’m bored’ of the summer holidays after just ten days. Photo: Getty Images.

Researchers who carried out a detailed study found while the majority of the nation’s school children are longing for the six-week break to begin, they will soon “run out of things to do”.

Parents can then expect to hear the dreaded moan up to four times every day.

It also emerged more than half of parents reckon their children will start to look forward to going back to start a new school year around halfway through their time off.

Furthermore, the Nickelodeon study also revealed the most popular replies for long-suffering mums and dads, with: “But you’ve got loads of toys’ coming top. “If you’re so bored you can always help with the chores”, “Go and amuse yourself”, and “When I was your age I had a lot less, and I managed”, are also favourites:

Most Popular Things Parents Tell Bored Kids In Holidays
But you’ve got loads of toys
If you’re so bored you can always help with the chores!
Go and amuse yourself
When I was your age I had a lot less and I managed
Tidy your room
You don’t know how lucky you are
Can’t you go and see your friends?
We’ll go and see your grandparents, then?

Overall, seven in ten parents said they find it difficult to keep their kids entertained through the school summer break.

The research was carried out by Nick Jr. UK & Ireland, Nickelodeon's top-performing preschool channel, to highlight the channel's summer Make It And Bake It campaign, which encourages kids to bake cakes and treats, the best of which will be shown on the channel’s most popular shows. Winners will also receive a smashing Nick Jr. goody bag (containing: 1 x PAW Patrol plush, 1 x PAW Patrol pup mask, 1 x PAW Patrol Ryder’s Pup Pad, 1 x PAW Patrol Rescue Racers, 1 x PAW Patrol Pup 2 Hero Playset, 1 x Blaze and the Monster Machines Monster Dome Playset, 1 x Blaze and the Monster Machines Die Cast, 1 x Shimmer & Shine Talking Doll).

Virginia Monaghan, Vice President (VP) Creative, Marketing and Communications, Nickelodeon UK & Ireland, who commissioned the study for Nick Jr., said: “The school summer holidays can seem endless and full of possibilities when you are younger.

“In reality, staying entertained for such a stretch of time can be a challenge and parents will need to get their thinking caps on for activities if they are to keep their kids busy through the seven-week break.”

The national survey, by OnePoll.com, also uncovered the top 50 ways to keep your kids entertained in the summer months.

Family days out came out as the number one distraction for restless youngsters, followed by watching TV as a family, and a visit to the cinema together.

In addition to Nick Jr.'s Make It And Bake It competition, Nickelodeon recently launched Infinity Islands, a brand-new gaming world filled with games based on fan-favourite Nickelodeon shows and stars. Nick will be adding more new games, which are sure to keep kids occupied, during the summer holidays.

More Nick: PAW Patrol Live! "Race to the Rescue" To Tour The UK & Ireland During Summer 2017!

Original source: The Sun.

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Nickelodeon UK Uses Facial Coding To Measure Ad Response

The market research news website Research has unveiled a fantastic article, below, about how Nickelodeon UK, the number one commercial kids TV network in the UK, used facial coding to measure children's in-the-moment responses to advertising as part of their recent research project, "My Media, My Ads"!:

Nickelodeon uses facial coding to measure ad response

UK — Kids TV channel Nickelodeon has embarked on a research project to measure children's in-the-moment responses to advertising.

Speaking at the MRS conference on Kids and Youth Research, its head of insight Alison York explained that there was a clear trend for one giant screen that the family gathered around in the living room, with multiple additional personal handheld devices.

In terms of TV advertising, children's ad recall is very high – 75% can remember an ad on TV recently. And there is an understanding of what TV advertising is from an early age.

York explained that the media company worked with Momentum Research to use facial coding to measure emotions and therefore engagement. It identified five key reactions: humour, active engagement, pleasure, displeasure and disengagement – with the first two the most important.

"We were sceptical to begin with and it took us a while to get our heads around but we may now use it for content development as well as for advertising," said York.

She identified some key pointers for talking to kids in this medium: have one key message; use characters; use audio cues; have a clear and interesting voice-over; keep it simple and talk on their level.

"This is the emergence of the swipe generation: there is an average of 8.4 different devices in a household," she said. There has been a particular increase in tablets and the rise of children owning them thanks to hand-me-downs from parents.

However she pointed to some theories on multi-screening not being pertinent to children.

"Seventy-three percent of children say they are multi-screening when watching TV but we think there is over-claim in this," said York. "It depends on the developmental stage as to whether they are capable of multi-screening."

So, four to six year olds can't do it, seven to nine year olds start to practice multi-screening, so while they may appear to be multi-screening they are actually flicking between the two. By the age of 10, children start to multi-screen said York.

In Nickelodeon's research it found that 50% of the time when kids are watching TV, that is the only thing they are doing.

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Nickelodeon UK Reveals Findings From New Research About How Well People Know Famous Artists

To celebrate Nicktoons UK and Ireland, starting to premiere and show brand new episodes from "Teenage Mutant Ninja Turtles" season 3 every Saturday and Sunday at 9:30am from Saturday 7th February 2015, Nickelodeon UK has unveiled the findings from their latest research which takes a look at how well people in Britain know about famous artists!

From The Mirror:

Confused Britons think Van Gogh is MANCHESTER UNITED manager and believe Picasso is a SPARKLING WINE

Others believe Italian artist Botticelli is a type of pasta and fellow painter Matisse a brand of shampoo

Van's United's man: But which one?

Some Britons think Vincent Van Gogh is the latest manager of MANCHESTER UNITED while others believe Pablo Picasso is a SPARKLING WINE.

While most people know the Red Devils boss is Louis van Gaal and 91 per cent recognised Picasso's name as that of the surrealist artist, only 32 per cent said Donatello was best known for being a sculptor.

Twenty-two per cent thought the name was more associated with FASHION.

Others think Italian artist Botticelli is a type of pasta, fellow painter Matisse a brand of shampoo and Caravaggio a type of coffee.

And when they do recognise names of old masters such as da Vinci and Michelangelo, at least half have the Teenage Mutant Ninja Turtles to thank.

However, 24 per cent still claim they are interested in art, according to the survey of 2,000 adults by TV network Nickelodeon for the launch of a new series of the famous turtle crimefighters.

Van Gogh and Leonardo da Vinci are well known, but only 48 per cent recognise Delacroix as an artist while others associate him with a jewellery brand or even a type of fountain.

Asked what Renoir is most famous for, 82 per cent said painting but other answers included 'a film genre', 'a car brand' and 'a type of red wine'.

One in five women (19 per cent) said Botticelli was an opera singer, five per cent think Matisse is the president of France and more people know Donatello as a turtle than sculptor.

Many Brits admit their art knowledge is gleaned from TV or films, said the study. Four in ten younger adults, aged 25-34, admit their children have picked up Spanish from the show Dora the Explorer.

And 60 per cent of those who grew up in the 1980s say they discovered the story of the Three Musketeers only through the cartoon Dogtanian when they were kids.

Tina McCann, of Nickelodeon, said: "Some people may confuse a 16th century artist with a type of coffee, but our research suggests that our collective cultural knowledge comes from a number of different and, sometimes unusual, places.

"Even though our four Turtle brothers were initially named after Renaissance masters for comic effect, it is heartening to learn that their fame could help with enlightening the nation."

Catch the all-new third season of "Teenage Mutant Ninja Turtles" every Saturday and Sunday at 9:30am from Saturday 7th February 2015 on NickToons UK and Ireland!

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Nickelodeon UK Unveils Findings From "My Media, My Ads" Study

Nickelodeon UK's research department, Nickelodeon UK Research And Insights, has unveiled the findings of their latest major research study, titled "My Media, My Ads", the first research piece of its kind!

The objective of "My Media, My Ads" is to gain a deeper understanding of kids' media usage and their perception of advertising and to give advertisers a comprehensive understanding as to what works when looking to engage with a young audience. By looking at the latest trends and at new evidence, the study reveals to advertisers how to fully engage with the kids' demo, helping them to build accurately targeted and meaningful campaigns. In essence, Nickelodeon can now reveal the perfect recipe to create the perfect ad!

The results of this extensive study are a combination of the latest trends and new evidence using both qualitative and quantitative methods, the latest industry data from Ofcom, Thinkbox and Childwise, ground-breaking facial coding techniques, 10,000 minutes of online interviews with parents and kids aged 6-13 and face to face interviews with 20 children and 8 families.

Quite simply, Nickelodeon are experts in getting in front of kids, and they are delighted to be able to reveal the perfect recipe to create the perfect ad. If you want to know more, simply download the PDF here on Nickelodeon UK's official Nickelodeon UK Research And Insights website or contact Nickelodeon UK Research And Insights for a full demo. Nickelodeon can discuss in much greater detail the key findings of their research piece.

In the past few years, the media landscape has evolved at full pace, and kids content and advertising has spread onto many different devices, such as tablets and smartphones. The average child now has eight screens at home.

Keeping track of the media evolution, its absolutely essential to create the most suitable brand solutions that catch the attention of kids.

Constant research allows Nickelodeon to optimise their programming, their marketing, and therefore, their partnerships.

But enough with all these wise words, let the facts speak for themselves! Nickelodeon presents: My Media, My Ads!

Nickelodeon UK's latest research study delivers an important insight into what kids and their parents think about advertising. It reveals what kind of screens and devices children use across the UK, what they remember best, and what they make of advertising.

But not only numbers have their say, by using additional methods, Nick lets the kids talk for themselves to tell Nickelodeon their own views on media and advertising.

Now Nickelodeon additionally knows for a fact that screen advertising has a huge impact on kids, and cross media campaigns can boost the ad impact even more, alongside Nick's recipe of how to talk to kids.

With Nickelodeon, you'll have a direct link with to the children and their parents.

Colourful, exciting and full of humour.

So jump right into a study full of insights and let Nickelodeon draw the big picture of the kids media and advertising world today!

Additional sources: Marketing Magazine, GetMeMedia.com.

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Nickelodeon UK Unveils Findings From "Me, My Selfie & I" Study

The modern marketing and media news website is reporting in the following article that Nickelodeon UK's research department, Nickelodeon UK Research And Insights, has unveiled the findings of their major new research study called "Me, My Selfie & I", a study that explores how children use digital devices and the roles they play in their lives.

Nickelodeon commissioned the bespoke "Me, My Selfie & I" research project to gain a deeper understanding of kids' lives today and to provide insight into how the digital world defines their relationship with media and here are some key findings. The study took place in four stages, including in depth interviews with kids and industry experts, an online survey with over 1000 kids aged 6-11 and a cluster analysis to develop profile groups:

Nickelodeon finds 24% of kids are 'social sharers'

Viacom-owned children's TV channel Nickelodeon has found that 24 per cent of UK children are so-called 'social sharers', in a study that explores how they use digital devices and the roles they play in their lives.

The research, Me, My Selfie & I, which questioned 1,000 children between the ages of six and 11 identified four 'digital tribes' or groups of kids differentiated by how they used digital media.

A total 32 per cent of children interviewed fell into the 'playful newbie' category, made up of 53 per cent girls, while 23 per cent of children had 'digital discoverer' behaviours, dominated by boys at 61 per cent.

A further 21 per cent were put in the 'games master' tribe, skewed towards boys who accounted for 68 per cent of the total. Nearly a quarter (24 per cent) of the respondents were 'social sharers', with boys very slightly dominating at 52 per cent.

"What Me, My Selfie & I reveals is that the ways kids use and feel about devices is more complex than current advertising models may allow for," said John Conlon, vice president, UK research and insight, Viacom International Media Networks.

"Transcending gender or age, kids' usage and engagement with devices is defined by their need to discover, play, communicate, create and share. With this insight, content producers, promotional partners and sales teams can reach audiences in a more effective and meaningful way."

In addition to the identification of these groups, the research also found that there is a clear hierarchy of screens within UK households with kids preferring devices with larger screens. The TV remains the top device used for entertainment by UK kids with tablets and laptops also rating favourably.

Below is a video report of Nickelodeon UK Research And Insights' "Me, My Selfie & I" findings, filmed at Nickelodeon UK's offices at Hawley Crescent in Camden, London:

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John Conlon, Vice President Director Of Research At Nickelodeon UK, Unveils Nick UK's Latest Research On What Children Think About Christmas, Santa And Gift-Giving

In his latest exclusive column for ToyNews, a monthly trade magazine for the toy business, John Conlon, who is Vice President (VP) Director of Research at Nickelodeon UK, has unveiled Nickelodeon UK's latest research on children's thoughts about Christmas, Santa Claus (also known as Saint Nicholas, Father Christmas, Kris Kringle and Father Nickelmas/NickMas) and gift-giving:

Audience Watch: Children's thoughts on Christmas, Santa and gift-giving

Presented by Nickelodeon

In an exclusive column for ToyNews, each month John Conlon, VP Director of Research at Nickelodeon UK, will present the latest research on kids and their families. Don’t miss this essential guide for anyone in the toy business

It feels as though we’ve only just fired up the BBQs to mark the timid beginnings of summer, but for many retailers, advertisers and planners, Christmas is already on the agenda with seasonal line and catalogue launches on the horizon for this month.

In our latest piece of Nickelodeon research, the festive fervour seems to be well worth it. Christmas reigns as the most important annual event in the kid calendar – beating out birthdays, summer holidays and Halloween. Kids get excited and prepared for Christmas early with 40 per cent planning what they want two to three months before December 25th. In fact, 15 per cent of kids have already begun planning six months in advance.

In terms of what kids want to find in their stocking, technology ranks high, with boys and girls citing games consoles, tablets and phones as top gift choices. For younger kids, toys including LEGO, football kits as well as posters and apparel featuring the pop band One Direction are seen as desirable Christmas items. Two out of three UK kids make a Christmas wish list, but only a third feel they get what they ask for.

As for the man in the red suit, just over half of kids aged four to nine (only 51 per cent) named Santa as the giver of Christmas gifts. For the non-believers, mum is unsurprisingly viewed as the most likely to buy them their Christmas gifts, while Dad comes a close second.

The gift giver matters too – 30 per cent of kids said that part of what makes a present a good one is that the gift comes from someone special.

Also, with almost half of all kids aged ten to 15 saving up pocket money to buy friends and family gifts, and over a third of kids the same age helping their parents with Christmas dinner, it seems that, among our children, the spirit of giving is certainly present (pun intended) at Christmas time.

About the author

John Conlon is Viacom International Media Networks VP Director of Research, UK Cluster. Overseeing all of VIMN’s research activity within the UK, Australia and Eastern Europe, John’s focus is to guide and support the development of VIMN’s business units through the provision of audience intelligence, analysis and insight.

John has overseen numerous research initiatives including brand positioning and consumer product studies, as well as audience investigations.

For research and advertising enquiries please contact partnerships@nickelodeon.co.uk

For licensing and retail opportunities please contact consumerproducts@nickelodeon.co.uk

TAGS christmas,audience watch,john conlon

John Conlon, Vice President Director Of Research At Nickelodeon UK, To Present Latest Research On Kids And Their Families Monthly In A Exclusive Column For ToyNews

ToyNews, a monthly trade magazine for the toy business, has announced the exciting Nickelodeon UK News in the following article from their official website, toynews-online.biz, that John Conlon, Vice President (VP) Director of Research at Nickelodeon UK, will present the latest research on kids and their families in a exclusive column for ToyNews every month!:

John Conlon is Viacom International Media Networks VP Director of Research, UK Cluster. Overseeing all of VIMN's research activity within the UK, Australia and Eastern Europe, John's focus is to guide and support the development of VIMN's business units through the provision of audience intelligence, analysis and insight. John has overseen numerous research initiatives including brand positioning and consumer product studies, as well as audience investigations:

Audience Watch: Understanding pre-schoolers TV viewing habits

Presented by Nickelodeon

In an exclusive column for ToyNews, each month John Conlon, VP Director of Research at Nickelodeon UK, will present the latest research on kids and their families. Don’t miss this essential guide for anyone in the toy business.

Trust is a lifelong essential. It’s important to us all, but is unsurprisingly perhaps most important for parents who have pre-school children.

As young children develop their core skills, adapt to the world around them and begin to make their own choices, parental trust is vital.

Through our qualitative brand research we’ve found that children aged two to three years are predominantly influenced by their parents, but by three and a half years they have growing independence and are beginning to make their own decisions. Parents, therefore, expect pre-school channels to provide entertainment and learning in a safe and trusted environment, both for the individual and for entire family viewing.

Our research shows mums specify trust as one of the key drivers when choosing which channels to watch with their little ones, and therefore content needs to be engaging yet suitable.

With the Nick Jr. channels averaging 3.4 million kids and 8.5 million adults in 2012, it is imperative that we understand their viewing habits, and having spoken to mums in-depth, we also know families lead increasingly busy lives.

Providing a multi-platform experience which parents and children can enjoy together, safely from their home or while on the move, is a must. And there is a definite desire for a one-stop shop of inquisitive, yet safe exploration on air and online. And more than ever it is important to deliver the best imaginative and parent-approved content, so that pre-school TV channels can hold the interest of kids as they grow and move into an older demographic.

We believe ‘Every day is an Adventure’, especially for our young audience, and we are proud to say that plenty of mums seem to agree – so much so that they trust us and won’t hesitate to recommend us to others.

About the author

John Conlon is Viacom International Media Networks VP Director of Research, UK Cluster. Overseeing all of VIMN’s research activity within the UK, Australia and Eastern Europe, John’s focus is to guide and support the development of VIMN’s business units through the provision of audience intelligence, analysis and insight.

John has overseen numerous research initiatives including brand positioning and consumer product studies, as well as audience investigations.

For research and advertising enquiries please contact partnerships@nickelodeon.co.uk

For licensing and retail opportunities please contact consumerproducts@nickelodeon.co.uk

TAGS: nickelodeon, tv, parents, pre-school, viacom, viewing, viewers, habits

Viacom And Viacom International Media Networks Unveil Findings From "When Networks Network: TV Gets Social" Study

Viacom and its Viacom International Media Networks (VIMN) division have today, Tuesday 21st May 2013, unveiled the results of "When Networks Network: TV Gets Social", its new multi-country study investigating the relationship between TV and social media usage. The findings uncovered three key types of motivations leading fans to engage in TV-related social media activities: Functional, Communal and Playful.

The multi-country study involved social media diaries in the U.S., as well as online communities in the U.S., U.K. and Germany. International online surveys were conducted in the U.S., U.K., Germany, Brazil and Russia with more than 5,000 Viacom viewers ages 13-49 who use two or more social media platforms on at least a weekly basis.

You can read Viacom and VIMN's full findings from their "When Networks Network: TV Gets Social" study in full in the following press release announcing the results from their research, from PRNewswire:

TV-Related Social Media Use Is Primarily Driven by Functional, Communal and Playful Factors, According to New Multi-Country Research from Viacom

"When Networks Network: TV Gets Social" Study Reveals Interplay Between TV and Social Media

NEW YORK and LONDON, May 21, 2013 /PRNewswire/ -- Viacom (NASDAQ: VIAB, VIA) and its Viacom International Media Networks (VIMN) division today unveiled the results of "When Networks Network: TV Gets Social," its new multi-country study investigating the relationship between TV and social media usage. The findings uncovered three key types of motivations leading fans to engage in TV-related social media activities: Functional, Communal and Playful.



(Photo: http://photos.prnewswire.com/prnh/20130521/NY17984-INFO )
The multi-country study involved social media diaries in the U.S., as well as online communities in the U.S., U.K. and Germany. International online surveys were conducted in the U.S., U.K., Germany, Brazil and Russia with more than 5,000 Viacom viewers ages 13-49 who use two or more social media platforms on at least a weekly basis.

"Our objective with this research was not only to understand what drives our audiences to social media, but also to see how their social media activity impacts viewing behaviors," said Colleen Fahey Rush , Executive Vice President and Chief Research Officer, Viacom Media Networks. "At Viacom, we're focused on creating social experiences that continue the conversation off-screen and deepen the relationships between our fans and their favorite shows and characters."

Viewers engage in an average of 10 TV-related activities on social media platforms on a weekly basis, including: interacting with friends and fans (72%); following/liking a TV show (57%); sharing or recommending (61%); watching full clips and trailers (61%); searching for info and show schedules (66%); and gaming or signing up for freebies (49%). Out of 24 social media activities tracked, three distinct types of motivations for TV-related social media use emerged: Functional (searching for show schedules, news, exclusives); Communal (personal branding, connecting with others); and Playful (gaming, entering contests).

Of the countries included in the study, Viacom found that viewers in Brazil embrace TV-related social media activities the most frequently, while those in Germany are the least likely to do so.

1. Functional: Information Above All

Function trumps all other motivating factors, including socializing, when it comes to TV-related social media use. This is true of all the countries in the study, with viewers in Germany leaning the most towards the functional motivations. Viewers are more interested in the experiences and content offered by networks and TV shows than communicating with others on social media. They use social media sites to:

* stay informed about air dates and times (44%);

* keep up with the latest show news (45%); and

* access exclusive show info (37%), video (36%) and plot clues (36%).

Functional motives are stronger for teens and young adults. Viewers 13-17 are most likely to use social media to search for show schedules and exclusive videos, while those between the ages of 18 and 24 are most likely to search for the latest show news and to access spoilers.

"We found it intriguing that TV-related social media behaviors and motivating factors were consistent across all five countries that we looked at in this study," said Christian Kurz , Vice President of Research, Insights and Reporting for VIMN. "Globally, social media is becoming today's version of a TV guide for viewers – it is really how they prefer to get their information about the shows they watch."

2. Communal: The Value of a Facebook 'Like' or a Twitter 'Follower'

Communal factors are the second most common reason for engaging in TV-related social media use. Viewers reported using social media to brand themselves and share taste (34%); to connect with the show (28%); and to connect with other fans (28%).

One way viewers satisfy their Communal motivation is by "liking" a show on Facebook or "following" on Twitter. Viacom's research has uncovered the long-questioned value of such Facebook "likes" or Twitter "follows" when it comes to TV. After "liking" or "following" a show, viewers were a full 75% more likely to watch that show. Viewers also watch more in an average of three different ways (live, stream, reruns), and engage more with TV shows and channels on digital platforms:

* 41% access its social media more

* 39% visit show/channel site more often

* 27% are more likely download related apps

"Liking" or "following" also satisfies functional motivations by providing show schedules and updates.

3. Playful: Social TV Games Matter

Third, playful experiences drive TV-related social media activities, including playing for rewards (24% to get freebies or enter contests) or playing games (25% games; 24% quizzes/polls).

* Over 30% play TV show-related social media games on a weekly basis.

* Of the social gamers who watch a TV show and play the related game, about 75% play off-season.

* TV-related gaming is a persistent touch-point and a way to connect year-round with viewers.

Social media games help drive viewership, with around 30% of respondents having gamed before ever watching a show. About half reported watching a show more due to the show's social media game. Game shows, comedy and reality shows come in as the top genres for gaming.

Social Media and Show Discovery

Social media ranked third (39%) as a source of show discovery, behind promos (54%) and word of mouth (50%). The exception is Brazil, where social media ranked even higher as a source of show discovery, second only to TV promos.

The research revealed that social media-fueled show discovery uniquely and positively impacts live tune-in, with viewers significantly more likely to watch a show premiere on live TV when that show is discovered via social media.

* Seventy percent are likely to watch the live debut of a show that was discovered on social media, versus 48% live if it was discovered elsewhere.

* Forty-one percent are likely to watch a show live past its first season if the show was discovered on social media, versus 28% live if it was discovered elsewhere.

Drivers of live tune-in from social media include Facebook friend's comment, a show's post, or a friend "liking" the show.

Click to tweet: BREAKING: @Viacom and @VIMNInsights unveil "When Networks Network: TV Gets Social" study

About Viacom

Viacom is home to the world's premier entertainment brands that connect with audiences through compelling content across television, motion picture, online and mobile platforms in over 160 countries and territories. With media networks reaching approximately 700 million global subscribers, Viacom's leading brands include MTV, VH1, CMT, Logo, BET, CENTRIC, Nickelodeon, Nick Jr., TeenNick, Nicktoons, Nick at Nite, COMEDY CENTRAL, TV Land, SPIKE, Tr3s, Paramount Channel and VIVA. Paramount Pictures, celebrating its 100th year in 2012 and creator of many of the most beloved motion pictures, continues today as a major global producer and distributor of filmed entertainment. Viacom operates a large portfolio of branded digital media experiences, including many of the world's most popular properties for entertainment, community and casual online gaming.

For more information about Viacom and its businesses, visit www.viacom.com. Keep up with Viacom news by following Viacom's blog at blog.viacom.com and Twitter feed at www.twitter.com/Viacom.

About Viacom International Media Networks

Viacom International Media Networks (VIMN), a unit of Viacom Inc. (NASDAQ: VIA, VIAB), is comprised of many of the world's most popular multimedia entertainment brands, including MTV, Nickelodeon, Comedy Central, BET, Paramount Channel, VH1, VIVA, COLORS, Game One and Tr3s: MTV, Musica y Mas. Viacom brands are seen globally in more than 600 million households in 170 territories and 37 languages via more than 200 locally programmed and operated TV channels and more than 550 digital media and mobile TV properties.

SOURCE Viacom Inc.

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Nickelodeon UK Unveils Findings From Their Recent Research About British Parenting; Mummy Pig From Nick Jr.'s "Peppa Pig" Named As The Number One Mother Modern Mum's Look Up To!

The UK parenting publication UKMums.tv is reporting in the following article the Nickelodeon UK news that recent research by Nickelodeon UK has found that 94% of British kids name their mum as the person they're most closest to, with half of parents declaring their children as their very best friend. The closing generation gap is being thought of as one of the reasons most families feel closer to each other, with most parents sharing common interests with their children. Nearly half of the mums Nick surveyed like the same films (movies) as their kids, with two thirds sharing the same taste in music.

UKMums.tv is also reporting that according to a recent poll, Mummy Pig from the popular Nick Jr. TV show "Peppa Pig" is the number one Mother modern Mums admire and look up to for her friendship with her kids when they are trying to be a friend as well as a Mum to their own children:

Mums are now a girl's best friend

Just who is your BFF (Best Friend Forever)? According to new research it’s very likely to either by your own daughter or your dear mum herself!

Research by Nickelodeon found that 94% of British kids name their mum as the person they’re closest to, with half of parents declaring their children as their very best friend.

The closing generation gap (and the fact that us mums are much trendier – we hope!) is one of the reasons most families feel closer to each other, with most parents sharing common interests with their offspring. Nearly half of mums like the same films as their kids, with two thirds sharing the same taste in music.

Things seem to have moved on from when we were kids, with most parents feeling a closer friendship with their children rather than just a bond, compared to many parents not having much in common with their parents when growing up.

And who do modern mums like us look up to when trying to be a friend as well as a mum? According to a new poll Mummy Pig from TV show Peppa Pig is the number one mum others admire for her friendship with her kids.

This means that Mummy Pig beat off competition from yummy mummies like Holly Willoughby, Victoria Beckham and Myleene Klass to claim the top spot!

Also, Tweeted (posted) by the Nickelodeon UK Press Office on their official Twitter profile page (@NickelodeonUKPR):

New Nickelodeon research has found that over 50% of UK parents declare their children to be their best friends! http://tinyurl.com/ajvkqn6.

Nickelodeon UK Unveils The Results Of Their Major New Research Programme Titled "We Heart Family"

According to this Nickelodeon UK News article on the official Sky Media website, SkyMedia.co.uk, Nickelodeon UK has unveiled the findings of their major new research programme called "We Heart Family"/"We Love Family", which has uncovered a revealing portrait of UK families. Nickelodeon UK's "We ♥ Family" research programme was carried out by Nickelodeon UK's "Nickelodeon UK Research And Insights" research department, and involved a nationally representative online panel of nearly 2,000 UK kids and families, which Nickelodeon UK use to maintain a constant dialogue with their audience:

We ♥ Family Research

Nickelodeon UK has revealed the findings of a major new research programme that has uncovered a revealing portrait of UK families. Key findings are that the majority of parents feel the generation gap is closing and that families tend to make decisions as a unit. Want to know more? We'd be happy to come and tell you about it so please get in touch.

Getting right to the heart of what it's like for families today, the research explores what binds families together, family decision making, kids' dreams versus parents' aspirations and the impact that new technology and the recession are having on family life among other topics. The survey suggests that families today are under lots of pressure and time that family members spend together is increasingly valued. The balance of power within families is shifting and it is no longer enough for brands to just appeal to parents; the whole family must be taken into consideration.

"We believe that understanding families is vitallyimportant for brands today," said John Conlon, Senior Director of Research & Insight at Nickelodeon UK. "Families are changing, becoming closer and more democratic. Kids are more empowered and are playing a greater role than ever before in family decisions."

The research, which Nickelodeon plans to carry out annually, is based on bespoke local studies as well as drawing on broader international projects with thepurpose of maintaining a clear and relevant dialogue with Nickelodeon UK viewers, plus serving promotional partners by highlighting the challenges and opportunities for brands in the UK market.

Nickelodeon conducted research between September 2011 and February 2012 based upon over 2,000 nationally representative respondents who completed online quantitative surveys covering key areas of family life. Extensive qualitative video interviews were also carried out with a diverse selection of families from across Britain. International studies based on a total of 16,000 families spread across multiple countries were drawn upon to add global context to the UK findings.

Nickelodeon's findings show that families are becoming closer. 65% of parents believe that there is less of a generation gap today than existed when they were kids. Time together is at the heart of family closeness with days out and shared TV viewing cited as favourite activities for both kids and parents. Kids are playing an increasingly important role in purchasing decisions with only 13% of parents not involving their kids on aregular basis. Far from being seen as unwelcome pestering, most parents actively encourage their kids' involvement with 86% seeking their input to teach them that their opinion matters.

You can find out much more information about Nickelodeon UK's "We Heart Family" research programme, including information about UK Kids and Familiy Nickelodeon Focus Groups, the 'Nickelodeon Kids & Family GPS', and recent Nickelodeon studies, obtain a copy of Nickelodeon UK's new "We Love Family" research, and watch a short and informative streaming Nickelodeon UK video about Nick UK's "We Heart Family" study findings that features British families talking about subjects important to British them, including 'Money', 'Closer Families', 'Sharing', 'Family Roles', 'Connections', and 'Happiness', here on the official Nickelodeon UK and Ireland websites' official "Nickelodeon Research" webpage, Nick.co.uk/info/research.