Market Summary - Kids Advertising

Audience Update:

Kids Advertising

Date:

Q 1 2012

Sponsor:

Turner Media Innovations

At a Glance

Kids Media and Kids advertising

Kids Media and Kids Advertising

There are 8.5 million kids in the UK, that’s kids aged 4-15 years as defined by BARB, 99% of who have multichannel TV.

The world of entertainment has changed dramatically since today’s 15 year olds were born back in 1996. There were no 24 hour kids' TV channels, dial-up internet usage was low and expensive, interactive TV games didn’t exist, there were no online kids' communities or instant messaging, and most adults didn’t have mobile phones let alone their kids! The digital world is all today’s kids have ever known.

It is tempting to think we’re breeding a generation of kids that are all developing before their time but that isn’t the case. A 9 year old today still has the same fundamental abilities, desires and characteristics as a 9 year old from before the age of digital. It is the tools at their disposal and the means with which they can interact with each other and the world around them that has changed.

So although 71% of 8 yr olds say the internet is easy to use and 30% of 8 yr olds have a mobile phone, bear in mind that they are only as competent as their linguistic and cognitive development allows (even though they sometimes seem like IT geniuses!)

It is more important than ever to have good consumer insight to understand how kids’ worlds are (and aren’t) changing.

Case Study:

www.getmemedia.com/ideas/CompOpps.aspx?id=708

Email Contact:

barry.jones@turner.com

Website:

http://www.turnermediainnovations.com

Hot Topics

Food Advertising to Kids

In 2007 OFCOM introduced rules banning the advertising of HFSS foods (High Fat, Salt and Sugar) on kids channels & around high profiling kid's programs to combat childhood obesity. In the light of the publicity surrounding the issue many advertisers felt that mums would object to the direct marketing of their products to kids. Nearly all food and drink brands, regardless of the fact they were compliant with the HFSS rules, stopped advertising on kids channels. As a result, mums and kids have been missing out on key messages about healthy food and drink products.

Turner wanted to investigate mums' attitudes to food & drink advertising on TV channels. As part of the study they looked at: - Mums' attitudes towards their children's diet - How they felt about food and drink advertising on kids channels - Their understanding of the HFSS rules - The influences on their food brand/product choices - The potential role of advertising on kids' TV channels in light of the HFSS rules. As part of the study they conducted a simulated test of the impact of a food/drink brand advertising on a kids' TV channel (Boomerang). The survey took place online.

View a summary of this research here.

Click the attachment below to view the whole research document.

Download Associated Attachment

Kids Advertising - Audience facts and figures

kids

There are 8.56 million kids aged 4-15 in the UK, 99% of who have multichannel TV (52% Boys / 48% Girls). There are 6.31 million kids aged 5-12 in the UK
84% of kids aged 5-12 access the internet - Toon Track 2010
30% of 8-9 year olds have a mobile phone - Toon Track 2010
79% of 5-12s with mobile phones understand how Bluetooth works - Digital Kids 2009
69% of 5-12s say they couldn’t live without their TV - Digital Kids 2009
59% of kids have a pet at home - Toon Track 2010
47% of kids 5-12 can name the prime minister - Toon Track 2010
27% of kids go to the cinema once a month or more - Toon track 2010
76% of 2-5s play with a shop bought toy every day - Toon Track 2010
79% of kids 5-12 say they usually find out about new toys through an advert on TV - Toon track 2010
10% of 6-9 year old boys want to be a fireman when they grow up - Toon track 2010

Sources: BARB May 2010/Turner’s Toon Track/Turner’s Digital Kids/NPD

Finding out more about kids advertising

Headspace Whether it's to find out how and when kids watch TV, or to find out what kids are Bluetoothing to each other, or to understand what kind of web content is engaging, or to know who a 10 year old would most like to meet, Turner Media Innovations consumer insight team are here to help.

Our aim is to provide insight, advice and an understanding into metrics and results. We are an 11-strong team, able to draw on an extensive breadth of experience in all aspects of research and media, including new media developments, interactive TV and VOD.

Turner Media Innovations Consumer Insight team host either half or full day immersion sessions dedicated to helping you to understand all aspects of kids lives from pre-schoolers upwards & their families. We call them Headspace.

Specific areas that can be included in the day are:

• Lifestyle
• Relationship with media
• Consumption of brands and products
• Current kids trends

Each bespoke session will suit your needs and areas of interest with a focus on interactive learning through presentations, Q&A, videos, quizzes and even pre-set tasks or homework!

Anyone who works on kids brands should attend but marketers, brand managers, planners and buyers on both the client and agency side of the business would particularly benefit.

If you need more information contact Nicola Harrison, Research Director at nicola.harrison@turner.com or Caren Dennis, Research Manager at caren.dennis@turner.com or call 0207 693 1000.

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