Generation Media
Is your brand tapping into co-viewing programming opportunities?
By Lee Nathan
Children’s TV channels aren’t the only platforms to look at when planning a toys and games advertising strategy, says Sangita Sivanesan, Associate Director at Generation Media. Adult linear channels are well worth tuning into, too
C
hildren’s commercial TV channels have long been the stomping ground for most toys and games advertisers, and for very good reason. The platform has proven to be a safe, trusted
and effective space for children’s brands, providing the opportunity to capture a substantial audience within the four walls they call home. What we can't shy away from is the fact that audience
time spent viewing children’s commercial channels is decreasing year-on-year, with a 20 per cent decline in children’s impacts across 2021. Audiences continue to migrate to, and consume content from, an increasing number of alternate platforms such as Netflix and TikTok. Children have the same 24 hours per day as they did 15 years ago, and with the increasing number of up-and- coming platforms competing for their time and attention, it is only to be expected that time spent on each platform will be restricted as a result. While children's TV will continue to be a cornerstone
for brand-building efforts within the toys and games market due to competitive pricing and its ability to generate mass awareness across a short period, advertisers and agencies need to reassess their channel investments. Without diversification of media investments, advertisers will struggle to deliver sufficient coverage levels, and ultimately sales. Although children have historically been heavy viewers
across commercial children’s channels, specific adult TV channels also receive high levels of younger viewers. Coupled with co-viewing programming opportunities, these channels provide the opportunity to target a wider pool of viewers. Integrating adult programming buys into the strategic channel mix certainly brings additional benefits to your media strategy. For instance, Ant & Dec’s Saturday Night Takeaway, which
airs on ITV’s main channel, received an average viewership of 100,000 children aged 4–9 per episode during the weeks of February half-term. When looking at this same programme across a month-long period, the effectiveness in reaching the child audience becomes even more visible, with over 700,000 children aged 4-9 reached within the UK. Additionally, programmes such as Celebrity Catchphrase and the film Madagascar: Escape 2 Africa over-index against the ‘Children aged 4-9’ audience by 20 per cent and 69 per cent respectively when compared to an adult audience. This identifies potential opportunities for advertisers to bolster their brand presence with the strategic selection of spots on adult linear TV channels to increment their overall campaign reach. Previous experience of such placements has led brands
to often see a clear peak in Google search trends because of a key co-viewing spot going live, proving the potential effect they can have on a campaign.
For more information on how you can restructure your linear TV buys to effectively reach younger audiences, please get in touch with us by emailing
contact@generationmedia.co.uk. Our team of media specialists are on hand and happy to help. Source: BARB Data, 2022
Spring/Summer 2022 | ToyNews | 13
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