One year ago today, Nickelodeon held its upfront presentation, which has long served as the unofficial kickoff to the annual upfront season. But this year, the network isn’t holding its usual big upfront event. Instead, it’s following in the footsteps of its Viacom sibling networks—and many others through the industry—and swapping spectacle for smaller agency meetings.
The changes come as Nickelodeon enters the upfront with a new leader for the first time in 13 years: Brian Robbins, who came on in October following the June exit of longtime Nickelodeon Group president Cyma Zarghami.
Instead of its traditional upfront event—last year’s presentation included appearances by John Cena, JoJo Siwa, Nick Cannon and the cast of the SpongeBob SquarePants: The Broadway Musical—Robbins and Sean Moran, Viacom’s head of marketing and partner solutions, opted for a new approach this year.
Nickelodeon kicked off its upfront business at last month’s Toy Fair in New York, announcing its new programming slate at a presentation for toy clients. Over the next two weeks, it held two additional meetings in the Viacom building for agencies and holding companies, during which Robbins shared his new vision for the network and Moran made his upfront pitch. Robbins will then represent Nickelodeon alongside the other Viacom programming chiefs next month at the company’s upfront agency dinners, which Moran has been holding since 2017.
During those client and agency meetings, attendees “got a real sense for where we’re going, for the enormity of Brian’s vision and how we’re trying to make the complexity of reaching kids and family something that Nickelodeon can provide as a one-stop shop,” said Moran.
This year’s upfront changeup speaks to the team’s new mentality, “which is making sure that people see us as a solutions provider,” said Moran. “We’re making it more tailored and intimate to them so that we really think about their needs going forward.”
Viacom, which held five lavish upfront presentations as recently as 2016 for its various networks, scrapped most of those events two years ago in favor of smaller agency dinners. BET held an event in 2017 before it also made the switch, leaving Nickelodeon as the company’s last upfront event in 2018.
As Moran trimmed those presentations under his watch, he held onto the Nickelodeon event, in part because of the efforts to push the network’s brands and IP into other platforms, like Broadway. So last year’s Nickelodeon upfront was held at New York’s Palace Theatre, the home of SpongeBob SquarePants: The Broadway Musical. Had that opportunity not been available last year, “you would have seen me make this change a little sooner,” said Moran.
During last year’s upfront, Zarghami, then president of Nickelodeon Group, talked about the year’s theme of “reinvention.” She didn’t realize at the time how extensive that reinvention would be: three months later, Zarghami was out, exiting the company after three decades. In October, Nickelodeon tapped Robbins to replace her.
SpongeBob SquarePants: The Broadway Musical, which Zarghami said was central to the company’s “reinvention” plans, is also no more, as it closed in September without recouping its $18 million cost.
So it’s no surprise that Nickelodeon wanted to turn the page for its first upfront under Robbins, who began his career as an actor before becoming a producer and director of several ’90s Nickelodeon shows and later founding AwesomenessTV.
“We really wanted that intimate setting where folks could get a true sense of Brian Robbins’ vision and who he was as a person. We didn’t think that could come across the same way in a big theatrical performance where he just does an intro or an outro,” said Moran.
Revivals and spinoffs
Nickelodeon declined to make Robbins available to discuss his new vision and his upfront message to advertisers, but in those meetings last month, he pushed the network’s new content slate. This includes a revival of sketch comedy series All That, which was co-created by Robbins back in 1994 and ran for 10 seasons, to be executive produced by Kenan Thompson, who starred in the original.