Kids’ TV audiences are declining, as children spend more time across digital channels, but traditional linear still holds its own. Generation Media’s Michaella Williams explores below.
When it comes to observing children’s device and media habits today, it is increasingly easier for us all to assume that digital channels are outperforming traditional linear TV. It’s the current narrative.
However, as SuperAwesome/PWC’s Kids Digital Media Report 2019 (similar to that of Generation Media’s sister company Giraffe Insights latest Kids and the Screen) findings demonstrate, while more time today is being spent across digital platforms, television still has unprecedented reach among children.
The report addresses that – although traditional TV time is being invaded with ‘fragmentation of audience time,’ across YouTube, Gaming sites/apps (Fortnite and Minecraft) and Subscription VOD (Netflix) – these “kids channels aren’t yet considered as effective as TV in terms of influencing sales.”
There’s a clear difference in sales effect as a result of a YouTube influencer video campaign vs. a TV ad spot campaign with the latter on average resulting in greater peaks in sales. The cost of kids’ TV remains one of the most cost effective ways to reach children while many of the top influencers today are demanding upwards of £20,000 per video, with no guarantee on delivery.
These videos may also receive a high number of views outside of the UK, which is potential wastage and likely the reason for the smaller peak in UK sales. Generation Media’s answer to this is, when running influencer campaigns, always amplify content with YouTube TrueView featuring alongside influencer activity, and where appropriate, using micro-influencers over macro-influencers.
When it comes to considering advertising across the digital channels, it is also worth noting that a large number of the popular platforms are not ad-funded, and therefore cannot be accessed by advertisers. This just goes towards further highlighting the importance of TV advertising among today’s audiences. Where else will you get that advertising exposure?
That said, should brands have available content optimised for the digital audiences of today, these platforms really do still remain key, as audiences look outside of traditional TV to see more content and further immerse themselves in their favourite shows, brands, and IP.
Digital ad spend, of course, is expected to continue to grow in line with modern audiences’ increasingly fragmented media habits, making it a necessary addition to any media plans, however, television still remains very much a key player for the children’s advertising market, and is very much holding its own, as conversation around the evolving space continues.
To find out just how you can be making the most of the cross-platform generation of viewers, get in touch with the team at Generation Media, and get your plans in place for the coming months ahead.