www.toynews-online.biz Watching brief
Children may multitask in many different ways now, but TV remains a dominant part of the entertainment landscape, and the packages on offer from the major networks are much more advanced than the simple spot ads of old. Samantha Loveday looks at the key channels to help you make sure your ads are in the right place, at the right time and reaching the right audience
THE NICKELODEON NETWORK
Launched in 1993, main channels include Nickelodeon, Nick Jr and Nicktoons, with target ages ranging from four to 15. On top of the three key stations, viewers can also check out Nickelodeon HD, Nick+1, Nick Jr+1 and Nick Jr 2. Peak viewing times tend to be between 7am-8.30am and 3.30pm-7pm during weekdays, and 9am-12pm and 5.30pm-7.30pm at weekends.
CARTOON NETWORK CHANNELS Made up of Cartoon Network, Boomerang, Cartoonito and CNToo, ages from three up to 11 are catered for. Premium viewing times are between 3.30pm and 7pm with current popular shows including Ben 10: Omniverse, The Amazing World of Gumball, Adventure Time and Johnny Test (Cartoon Network); Scooby-Doo Mystery Inc, Garfield, Mr Bean (Boomerang); Fireman Sam, LazyTown, Bananas in Pyjamas, Chloe’s Closet (Cartoonito); and Star Wars: The Clone Wars, Transformers Prime, Batman: The Brave and the Bold (CNToo).
CHILDREN’S TV 57
MOST POPULAR SHOWS: Spongebob Squarepants, iCarly, Victorious and House of Anubis (Nickelodeon); Peppa Pig, Dora the Explorer, Team Umizoomi and Bubble Guppies (Nick Jr); T.U.F.F Puppy and Kung Fu Panda (Nicktoons).
PROGRAMME HIGHLIGHTS FOR 2013: Teenage Mutant Ninja Turtles will continue into 2013, while the third season of House of Anubis is also due. On Nick Jr, there’s new acquisition Guess How Much I Love You: The Adventures of Little Nutbrown Hare. Nicktoons, meanwhile, will welcome The Legend of Korra.
ADVERTISING OPTIONS: Integrated ad opportunities are available across the network including TV airtime, sponsorship and digital media. A new digital offering to parents of younger viewers is due to launch soon. For smaller firms, Nickelodeon can offer bespoke packages. In the past it has helped Yuu Bags secured funding from Dragons’ Den.
TOY FIRMS WORKED WITH: Recent examples include Hasbro (Beyblades/My Little Pony); VTech (Innotab); and Activision (Skylanders).
WHY NICKELODEON..? “Television remains an incredible force for toy companies,” says Kiaran Saunders, VP commercial director, business development. “TV has an impressive immediacy and relevancy for their target audience. No other medium comes close in terms of impact. “Through our research panel we can identify
trends among the children, parents and grandparents in the UK and plan our advertising and programming schedule accordingly to make the most of opportunities for advertisers. We are very flexible and we are very proud of our reputation.”
PROGRAMME HIGHLIGHTS FOR 2013: As well as the current top performing shows, key focuses on Cartoon Network will be Dreamworks Dragons: Riders of Berk, Regular Show, Xiaolin Chronicles, new live action comedy series Level Up, Team Toon and Star War: The Clones Wars. For Boomerang, there will be a new series of The Looney Tunes Show, The Garfield Show, Scooby-Doo Mystery Inc and The Tom & Jerry Show. Jelly Jamm and Ha Ha Hairies will join the established favourites on Cartoonito, while Green Lantern: The Animated Series, Young Justice: Invasion and Thundercats will be heavily pushed on CNToo.
ADVERTISING OPTIONS: Turner Media Innovations offers a media consultancy service combining ad sales, sponsorship and promotions, digital media, creative and research to deliver bespoke advertising solutions. In addition to spot advertising, TMI creates
integrated campaigns across a range of platforms including TV, online and gaming. The firm is also able to deliver strategies which span licensing and merchandising.
TOY FIRMS ALREADY WORKED WITH: “We’ve worked with over 20 different toy companies in 2012,” says Andrew Mallandaine, UK sales director at TMI. These firms include LEGO, with TMI having
developed an on-air competition for two consumers to appear in the LEGO City autumn ad; Mattel’s Polly Pocket sponsored Boomerang’s weekend morning block; and Morph Suits appeared on TV for the first time, with a second burst of activity taking place in the autumn.
WHY TMI..? “The truth is that kids watch as much TV now as they did 15 years ago, and despite the prevalence of PVRs in most homes, well over 90 per cent of kids TV viewing is live to linear broadcast TV channels such as ours,” points out Mallandaine. “When it comes to bringing a product to life in all its moving, colourful, relevant and well targeted glory, TV is king. “At TMI, we’re really excited about next year. We’ve invested in new content and new episodes of existing successful content with a view to consolidating our market leading position.”
NOVEMBER 2012
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