We review the top five kids’ commercial channels with the highest unique coverage against four key audiences in June 2013. This is the percentage of a designated audience which can only be reached commercially via a particular station, within the commercial kids channel set.
Free-to-air channels such as CITV and Milkshake ranked within the top five against each audience. 4.9 per cent of all children watched CITV only and no other commercial kids channel in June, 2.7 per centile points ahead of the second highest station Milkshake which delivered 2.2 per cent unique kids coverage.
It is clear that the top five channels differ by target audience. CITV delivered the highest unique coverage against all three audiences except one, Housewives with Kids 0-3. With the popularity of shows such as Peppa Pig and Make Way For Noddy, Milkshake holds the number one spot against this audience.
Disney Jr and Disney Channel can now be included into the mix since the recent commercialisation on July 1st 2013.
Disney Channel ranks third in terms of Kids (2.1 per cent). Disney Jr ensures a place within the top five against both Girls 4-9 and Housewives with Kids 0-3 (1.2 and 2.8 per cent respectively). It will be interesting to see if both can continue to hold this level of unique viewing (an indication of parental trust) now ads have been introduced.