Look kids, it’s Yo Gabba Gabba!

Interesting piece in Ad Age magazine about how Nickelodeon has noticed huge traffic to some of its Nick Jr. shows, including one psychedelic Teletubby-style offering called Yo Gabba Gabba (wonder if The Ramones are pondering a trademark suit). The show has accumulated about 4.4 million TV viewers since June, according to Nielsen, but more than 17 million streams through the Nickelodeon website.

As the Ad Age article notes, some of the attraction of Yo Gabba Gabba for the older kids who are tuning in — including teenagers and twenty-somethings — likely comes from the cutting-edge bands and artists they have on the show, including rapper Biz Markie and The Shins. Other guest appearances include Mark Mothersbaugh, formerly of Devo (who did the theme music for another popular kids show with adult appeal, Pee-Wee’s Playhouse) and actor Elijah Wood.

Of course, my blog friend Steve Bryant of The Hollywood Reporter’s Reel Pop notes that many kids shows — including Pee-Wee’s Playhouse and Teletubbies — are also very popular with university students who enjoy a little recreational drug use. A burgeoning niche audience? Nickelodeon isn’t saying, but as Chris Albrecht notes at NewTeeVee, the point is not to have your demographic all nailed down beforehand; just make a good show, and let it find its audience.

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About mathewi

I'm the chief digital writer at the Columbia Journalism Review in New York, and a former writer for Fortune magazine and the Globe and Mail newspaper.

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