Nielsen Online identified an interesting new online category: Power Moms, a group of Moms who collectively make up 19% of the total online population who increasingly turn to the web to network, learn and provide information and advice to other parents. Among the top 10 sites ranked by unique viewer composition percent in February 2009, eight featured predominantly kid's programming, indicating that moms are seemingly keeping up on what their kids watch and play online, as many of these sites also offer games and/or activities.
Top 10 Online Destinations for "Power Moms" by Unique Viewer Composition Percent
Site Unique Viewer Unique Viewers (000)
Composition Percent
PBS Kids 24.5% 241,000
Noggin 22.2% 121,000
Nick Jr. 21.7% 492,000
Playhouse Disney 20.7% 199,000
Kohl's 18.3% 203,000
Disney.com 17.8% 710,000
PBS 17.4% 125,000
DisneyChannel.com17.2% 689,000
Nick 16.2% 415,000
Source: Nielsen Online VideoCensus, Feb. 2009
Women 24-54 with at least one child in the household, sites with a min. of 100k unique visitors
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Here's the place I keep track of everything going on in kids entertainment.
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