Viacom's TV networks for children are poised to post about a 40% increase in ad sales due to strong demand from toy marketers. As the holiday season approaches, Wal-Mart, Target and Toys R Us reportedly will use their clout with toy makers to get them to spend big on TV, even for products that aren't connected to a movie franchise, said Jim Perry, executive vice president, 360 Brand Sales for Nickelodeon/MTVN Kids and Family Group. The Hub, the startup channel from Discovery Networks and Hasbro, also could benefit from this toy push, because it offers a less expensive option than its established rivals.

Related Summaries