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NY - Credit Suisse analyst Spencer Wang on Friday decreased his advertising revenue growth forecast for Viacom's current quarter from 6 % to three percent, stating balance-talked about rankings weakness at kids funnel Nickelodeon.our editor recommendsNickelodeon versus. Nielsen: Who's the reason for the Network's Rapidly declining Rankings?Wall Street Weighs in at Viacom's Outlook Among Ad, Nickelodeon Rankings Challenges Younger crowd cut his earnings per share projection for what's the entertainment company's fiscal first quarter by 4 cents to $1.02. Nickelodeon's rankings are lower less when searching at rankings data from alternative sources as in comparison to figures from media measurement firm Nielsen, however the funnel continues to be trending lower, he authored inside a report titled "It's 10 PM, Are You Aware Where Your Kids Are?" Some have wondered whether elevated accessibility to online content might have hurt Nickelodeon. "We don't believe Nick content accessibility to Netflix may be the reason," Wang stated though. "Using third-party data, nearly all new avails on Netflix first showed in Feb, which doesn't coincide using the rankings decline that grew to become pronounced within the fall. Rather, it seems that declines in overall viewership within the people 2-11 demo and rankings share change to Disney Funnel would be the primary reasons." Viacom Boss Philippe Dauman has stated the sudden fall decline in Nickelodeon rankings might be because of issues with Nielsen's data. "Our overview of alternative set-top box data finds that Nick rankings continue to be lower year-over-year, the popularity is comparable (e.g. degeneration during the period of the quarter), however the magnitude from the decline is mid to high single numbers" as opposed to a mid-teens drop in Nielsen's rankings, Wang authored. In the finish during the day, "Nielsen rankings remain the currency for TV advertising," the loan Suisse analyst outlined in the report, echoing latest comments from Dauman the 2009 week. "Using the rankings weakness, our bottoms up analysis finds that Nick has limited scatter inventory within the fiscal first quarter given make goods." Email: Georg.Szalai@thr.com Twitter: @georgszalai Related Subjects Viacom, Nickelodeon