Adult brands patronize kiddie channels

05 Aug,2013

By Shambhavi Anand


When Lata Diwan went shopping for the household, her 5-year-old daughter Tanya suggested her to choose a certain brand on mosquito repellent. “It will drive the mosquitoes out as well as leave a fragrance around,” the young scholar told her mother.


Tanya’s knowledge about mosquito repellents comes from an advertisement she watches in between her favourite programmes on cartoon channels, where it’s no longer just toymakers and children’s product brands that advertise. An increasing number of nontraditional advertisers including Maruti Suzuki, Honda bikes and Samsung is advertising on kids’ channels as more children participate in their parents’ purchase decisions and more parents watch television with their children.


“While traditional advertisers such as GlaxoSmithKline, Hindustan Unilever, Cadbury, Mattel, Kellogg, Perfetti and ITC are amongst our top spenders, close to 50% of our revenues now come from non-traditional advertisers,” says Juhi Ravindranath, ad sales vice-president for South Asia at Turner International India, which owns Pogo and Cartoon Network channels. Most houses in India have one television set and it’s common that children and adults watch it together, and often the younger ones hold the sceptre – the remote control – and decide what to watch.


Rahul Johri

So advertisers targeting parents too are turning to kids’ channels. “Advertisers do not want to miss any opportunity of reaching out to their target audience, whether it is mothers, fathers or grandparents,” says Rahul Johri, senior vice president and general manager, South Asia, at Discovery Networks Asia Pacific, which owns Discovery Kids. The maximum growth in terms of adspend on these channels has been observed in fast-moving consumer goods.


A spokesperson of Pogo channel says unconventional advertisers on the channel include Maruti Suzuki, Honda bikes, Hero Moto-Corp, Micromax, LG, Samsung and Hitachi. “We expect the number of new categories and advertisers to only grow,” the person adds. That’s because it’s seen as a win-win. While the kids’ channel gains from the increased advertiser base, the non-traditional advertiser benefits from the huge secondary target audience of parents and grandparents.


Santosh Desai, advertising veteran and MD and CEO of Futurebrands India, says, “For marketers there are a couple of advantages of being on kids’ channels. First there will be some spillover adult viewer and children’s role in decision-making for the household has also increased. Secondly, these channels are relatively cheaper in the overall media mix.”


A study by Cartoon Network, ‘Cartoon Network New Generations 2012′, shows a majority of parents watch television with their kids. After serials, cartoons are the most preferred genre for parents, ranking above news channels.


About 75% parents spend time watching TV at least 5-6 times a week with their kids. This number is even higher, close to 80%, for parents of younger children. Channels say that in spite of the decent growth, the kids’ genre is extremely under-monetised, with 7% viewership and just 3% of revenue share.


Source:The Economic Times

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