NickMom

Original programming which launched with the block included Parental Discretion with Stefanie Wilder-Taylor, MFF: Mom Friends Forever, NickMom Night Out, and What Was Carol Brady Thinking?, featuring comedic commentary from Carol Brady within episodes of The Brady Bunch in the style of Pop-Up Video (Florence Henderson herself had no involvement in What Was Carol Brady Thinking?, with commentary penned by writers not involved with the original series).[6][7][8]

By June 2013, some of the programs and movies (Yours, Mine and Ours (2005), Imagine That, Nacho Libre, and The Spiderwick Chronicles) airing on the block had been replaced with syndicated shows already airing on Nick at Nite (or with their rights dormant on that channel), such as The New Adventures of Old Christine and Yes, Dear. Not including Instant Mom (whose second season aired on Nickelodeon and NickMom, but moved to TV Land for its third),[9] the majority of the block's original shows were canceled due to low ratings or creative differences.

In 2015, Movie feature presentations were added to the schedule, with family-friendly movies such as Babe and its sequel Pig in the City most prevalent, along with other female-focused titles such as Eat Pray Love. After acquiring its syndication rights, NickMom began airing the 2010 iteration of the NBC family drama, Parenthood, in April 2015 (rights for that show transferred to Up after NickMom's demise as a complement to Gilmore Girls being carried by that network recently and featuring Lauren Graham as a star in both series).

The block launched with heavy controversy. As Nick Jr. operated on only one feed that broadcast on a default Eastern Time Zone schedule without a secondary feed for the Pacific Time Zone, NickMom programming started at 7 p.m. Pacific Time, and in time zones further west outside the continental United States, 6 p.m. in the Alaska Time Zone, and 5 p.m. in the Hawaii-Aleutian Time Zone (4 p.m. from mid-March to early November, as Hawaii does not observe DST). Many parents found the scheduling inappropriate, given the supposed sexual, coarse, and child-bashing humor, and uncensored light profanity of the network's launch schedule of programming. Parents also felt that the purpose and lure of the network with full-time preschool programming was nullified in the pursuit of increasing ratings with content not meant for children.[10][11] The inappropriate scheduling due to one feed was rectified in mid-February 2013, when VMN launched a second Pacific Time Zone-based feed for Nick Jr. which also applied to NickMom.[12]

The content of the block's website was also criticized early on for the same reasons, along with earlier allegations that the staff of the network's website took content from other websites, including pictures of children, without any attribution or credit, and without permission.[13][14]

Subsequently, Nielsen ratings for the NickMom block's first week plunged 75% from that same period the year prior when Nick Jr. and Noggin programs aired in the timeslot, with some shows registering a "scratch" as being unrated due to a low sample size.[15] Petitions were organized to encourage advertisers to pull their sponsorships from the block, with some online parenting community forum members demanding that children's programming return to the channel during that timeslot. Fisher Price and the General Mills brands Cheerios and Green Giant later pulled their advertising from the block by October 26, due to consumer reactions on social media.[16] General Mills returned to advertising during the NickMom block once some of the more controversial shows were canceled or replaced with Nick at Nite-sourced content.

A 2013 report from SNL Kagan and distributed by the Parents Television Council, which was opposed to the block, reported Nick Jr. as a network had a large loss of half their viewers in primetime, and of advertisers during the time the most racy of NickMom content was available before the addition of Nick at Nite content, along with a surge in the ratings of competitors Disney Junior and Sprout, which continued to air preschool-targeted programming in primetime. The report noted the ratings were among the lowest in primetime for cable networks. Although the report also listed that the network had a cash flow of -27%, Nick Jr. ran traditional advertising only during the NickMom block and sustained advertising for the rest of the broadcast day, and mainly was a loss leader as part of Nickelodeon's portion of the Viacom digital cable network suite; those networks usually make little money for the company and feature little to no advertising.[17]