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- Client Close-Up: Nickelodeon
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HomeClient Close-Up
Sara Laor
Senior Director, Planning & Market Intelligence
Nickelodeon & Viacom Consumer Products
Launched in 1979, Nickelodeon has grown to become the most-watched television network by kids in the United States, and basic cable's #1 network overall. Nickelodeon’s “kids first” philosophy is the key element to its business successes, which in addition to television now include feature films, consumer products, records, online, recreation, and publishing.
Nickelodeon Senior Director, Planning & Market Intelligence, Sara Laor reports NPD data is an important part of Nickelodeon’s decision-making process, helping to prioritize areas of focus and monitor the marketplace and the company’s competition.
NPD Insights: From your perspective, what have been the greatest benefits of using NPD market information?
Sara Laor: Clearly, NPD data helps us stay close to the marketplace and the competition. Where retailer-specific information is available, we try to understand why certain trends occur at different retailers and if there are particular drivers for these. Also, NPD data allows us to triangulate among other sources of information. Are we seeing the same trends? Are there obvious gaps or inconsistencies among data sources? NPD is an input in our decision-making and helps us prioritize areas of focus.
NPD Insights: What kinds of business challenges has NPD market information helped your company resolve?
Sara Laor: Our main brands like Dora and SpongeBob are turning 10 years old in the marketplace, so they’re well established among core consumer groups. What we look for in the data is nuance. We look for the small, almost imperceptible changes in trends. Also, we try to tie NPD data to other primary research sources whenever possible. This way, we feel that NPD assists us in tracking changing consumer tastes and preferences. This helps our planning process immensely.
NPD Insights: How widely is NPD information used across Nickelodeon, and how is it valuable at different levels?
Sara Laor: We live in an age of too much data and particularly, too much data with no context to inform decision-making. The Market Intelligence function at Nickelodeon is to rein-in this flood of information. As such, we resist push-button data dissemination. We try to link various data sources to provide a richer, more informative view of the marketplace. We also tailor the information to the needs of the audience. Retail teams, our network, and designers all have different needs. One size does not fit all.
To find out how NPD information and insights can help your company’s planning efforts, contact Charlie Camaroto at 866-444-1411 or email contactnpd@npd.com.