10 MEDIA: STATS
Media tracker Behind
THE SCREEN By Kiaran Saunders
DESPITE what some might believe, parents really do prioritise spending quality time with their children. Undoubtedly we are all busier than ever – juggling the demands of work and home. But as a parent myself, I know the importance and value of creating precious moments with my children. However what is now becoming clear is that kids are increasingly influencing family decisions and it’s something brands and broadcasters should note. Recent Nickelodeon research suggests families are becoming increasingly democratic and collaborative in their decision making. Two thirds of parents claim to include their children’s views in family decisions and the kids corroborate this. Mums and dads are also finding time to build closer relationships with their children. Two thirds believe they are closer to their children than they were to their parents and over half of the same group cite their children as their best friends. So how are families achieving this new dynamic, creating stronger relationships and acting more democratically, if they have less time? The answer lies in quality. Families
are being more selective and more demanding. They want products or experiences that they can share and enjoy together, the decision making is done collaboratively and significantly, they are placing added emphasis on the quality of their time together. Brands not only need to convince the whole family to choose them, but they need to meet expectations too. Our research tells us parents and
kids agree that days out and watching TV together are the top two family activities. Games consoles, eating and cinema trips are also popular. The fact that TV co-viewing is an
important family time is a pleasing finding, but our viewing figures have told us for years that families watch
NOVEMBER 2011
our channels together in big numbers. Because of the changes in the family dynamic, we are more conscious than ever of the need to provide family experiences that meet expectations. Our new series of Kung Fu Panda launching in November will have something for all ages and we know that families play our SpongeBob SquarePants games together. Our pre-school offering on Nick Jr., from Bubble Guppies to Team Umizoomi, is beautiful and engaging, but importantly both the programming and online games and activities have curriculum-based development objectives at their heart.
Two thirds of parents believe
they are closer to their children than they were to their parents.
Beyond on-air and online content,
parents read Dora the Explorer books to their kids, we have Nickelodeon Cruises and Nickelodeon Land at Blackpool Pleasure Beach. Throughout the development of
these brand extensions, we are aware that when winning the votes of both the kids and their families to spend time with us, we have a responsibility to meet their expectations and ensure that quality time is spent. Judging by the smiles in Blackpool,
ratings growth for Nick Jr and healthy outlook for our consumer products, we can be sure we are delivering.
Kiaran Saunders is VP, Commercial Director - Business Development at Nickelodeon.
£300M £200M £100M £0
PRODUCT FEATURES RECOMMENDATION
PRODUCT QUALITY/SAFETY
BRAND/MANUFACTURER OF CHOICE PRODUCT COLOUR/STYLE
REASONS FOR PURCHASING TOYS JAN-JUN 2010 JAN-JUN 2011
ITEM REQUESTED BY CHILD/OTHER PRICE
17.9% 17.1% 13.9% 6.8% 6.4% 5.6% 5.3%
REPLACEMENT FOR BROKEN/OLD ITEM 2.4% NO CHOICE AVAILABLE OTHER
2.4% 22.2%
16.9% 16.7% 14.8% 7.1% 6.6% 6.5% 4.9% 3.0% 1.5%
22.0%
The top reason for purchasing a toy is the request of the child, but there has been some increase with product features and recommendations increasing importance to purchasing.
SOURCE: NPD CONSUMER PANEL, JAN-JUN 2011 V 2010 MARKET VALUE YEAR TO DATE AUGUST) 2010 2011 £400M
£438.0m SOURCE: NPD
£453.8m
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92