Nickelodeon and Chicago-based media agency Starcom USA have signed a multi-platform deal worth a reported US$100 million. The organizations are conducting joint research projects in 2007/08 with the aim of better understanding their core-kid demographic. The studies will take a closer look at the how the dynamics of integrated media, online advertising and commercial ratings differ for a kids’ audience.

The advertising buy is based on quarter-hour program ratings, but the research will account for minute-by-minute viewing insights that will help all parties understand how pods and programs perform against a minute-specific metric.

Various Nickelodeon and MTVN Kids and Family Platforms are part of the deal, including Nickelodeon and Nicktoons nets, VOD services, Nick.com, Neopets, Shockwave, AddictingGames and Nickelodeon Magazine.