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Milkshake and Nickelodeon network remain top free to air and pay TV destinations

Success has been fuelled by perennially popular programming such as Peppa Pig and PAW Patrol, alongside a new generation of hits.

ViacomCBS’ Milkshake ranked as the number one rating free to air kids block during the first six months of 2021 and the Nickelodeon Network continues to be the market’s number one pay-TV network for kids 4-15, for six consecutive years.

This success – which also extends across streaming following a +25% year-on-year viewing increase year to date on Channel 5’s video on demand service, My5 – has been fuelled by a diverse range of perennially popular programming such as Peppa Pig, PAW Patrol, Thomas & Friends, Blue’s Clues & You, The Adventures of Paddington and Fireman Sam alongside a new generation of hits. These include the Axel Scheffler book-based series Pip & Posy, 2D animations, Daisy & Ollie and Milo, mixed media storytelling show The World According To Grandpa and influencer-led observational documentary, Go Green with the Grimwades.

Milkshake ranks as the number one FTA children’s morning destination in the UK (year to date for 2021) and will be powered by 50 hours of UK commissioned original content this year – the strand’s biggest slate to date.

New launches will include Sixteen South’s Odo and Thomas & Friends All Engine Go.

Meanwhile, Nickelodeon has maintained its position as the number one commercial network in pay homes in the UK, for the sixth consecutive year.

Baby Shark’s Big Show (pictured) – which launched on Nick Jr. in May this year – has reached over half a million viewers so far and to date, is 2021’s biggest commercial kids TV telecast. Meanwhile, Blue’s Clues & You has so far reached 3.3m viewers in the UK, of which 1m were children across Nick Jr. and Milkshake making it number one in its slot.

PAW Patrol remains the number one show in kids TV in 2021 so far reaching 8.3m viewers, of which 2.5m were kids 4-15, across Nick Jr., Nick Jr. Too and Milkshake.

As part of its biggest ever slate, a host of live action and animated shows are due to launch on the Nick network channels this year. This will include the hotly tipped SpongeBob SquarePants spin-off, The Patrick Star Show, plus preschool acquisition Kangaroo Beach.

“We are on a ratings roll,” enthused Louise Bucknole, vp kids programming at ViacomCBS Networks UK & Ireland. “To have one channel brand taking the number one spot is fantastic, to have the whole network is exceptional and our powerhouse of original children’s content, supported by the BFI’s Young Audiences Content Fund on Milkshake and produced by a host of talented, world class creators, has helped to drive ViacomCBS to become kids favourite children’s channels in the UK.

“It’s incredibly rewarding to see the content we make is so compelling to children of all ages up and down the country and that we are reaching audiences across all platforms, whether free or pay.”

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