Late to the party with this:
Nickelodeon said last fall that its ratings woes were temporary, but that doesn't look to be the case: This month, kids-TV rival the Disney Channel beat it for the first time in its average number of total daily viewers. ...
Of the top 10 most-watched cable networks in March, only one slipped more than Nick. And therein lies more bad news for Nick, because that network is its evening offshoot: Nick at Night fell 36 percent to 942,000 average daily viewers ...
Parents have long complained that Nick airs too many reruns of popular staples like "SpongeBob SquarePants," as the Disney Channel generates new original programming like "Jessie" and "Good Luck Charlie" to continue the success of hits like the recently departed "Wizards of Waverly Place."
Nick responded to the ratings woes in the fall by announcing plans to air up to 500 hours of new content in the near-term. ...
The Disney Channel was started in the early 1980s, when Ron Miller was Chairman of Diz Co. It started life as a shoe-string operation, with all kinds of low-rent programming. It long ago moved up to the major leagues.
Nickelodeon has been riding high for a long time, but it's never good to assume you can rest on your cushy status quo. While you're resting, you get trampled by the competition.
I've listened to Nick execs complain about upper management's choices: refusing to greenlight Adventure Time, shutting down Robot & Monster when it was humming along, betting heavily on CG shows when CG shows are more costly and get no better ratings with the junior set than their less expensive, hand-drawn brethren.
But ratings go down, ratings go up. A few years ago, Cartoon Network's management was wondering what it could do to pull their cable network out of the dunk tank, and now CN is flying high. The ratings game is cyclical. Today's winners become tomorrow's
winners losers. Unfortunately for Nick, tomorrow is here.