Nickelodeon is close to sealing a deal with media agency Group M to sell ad spaces across its TV channels in the next season, reports AdvertisingAge quoting two executives familiar with the negotiations. The agreement would reportedly bring Nickelodeon ad revenues of more than USD300m and is believed to represent "a significant volume growth" for the cable network. The partnership is rumoured to include all Nickelodeon's channels, including flagship Nickelodeon, Nick at Nite, Noggin and Nick Toons. If confirmed, the deal would also give Nickelodeon an advantage over its rivals ESPN and Turner, which still have to secure ad partnership deals for next season.

Nickelodeon is part of MTV's Kids and Family Group, the children entertainment arm of the Viacom-owned TV group.

Group M is the parent of WPP, one of the world largest advertising firm, which own media agencies including MAXUS, MediaCom, Mediaedge:cia and MindShare.