The Insights Family | 46% of kids watch their favourite Christmas ad digitally

Children are more likely to form their Christmas and Holiday wish lists through digital marketing this season, as new research from the Insights Family reveals that 46 per cent of kids report seeing their favourite advert on YouTube, social media, websites, or apps rather than on TV.

In the latest report from the insights specialists, it has been found that children are spending just under 70 per cent of their leisure time digitally, a result discovered from tracking the attitudes, behaviours, and consumptions of children and families over the past four years.

Meanwhile, with only 37 per cent of the $4.6bn kids global advertising revenue spent on digital marketing, The Insights Family has highlighted the need for companies to ‘radically change their marketing strategies.’

According to the latest data, kids are most likely to see their favourite advert digitally, with 46 per cent reporting to have encountered their favourite advert on either YouTube, a social platform, website, or app, compared to 39 per cent who see their favourite advert on TV.

In a move to help companies better understand the shift, the Insights Family has, this week, also detailed the latest evolution of its media planning tool – the Media Mix Compass™.

A real-time solution that compares 11 media types and up to 30,000 media channels globally, the Media Mix Compass sets out to enable decision makers to compare types of mediums such as YouTube and Gaming, as well as delve deeper and compare specific channels such as KSI as a YouTube channel versus Roblox.

The tool analyses the behaviour of three to 18 year olds by preference, time spent, frequency, and reach for each media type and platform. The tool is powered by surveying 7,380 kids per week across 18 regions.

The latest version of the tool is released in time for brands Q3/Q4 planning, which sees up to three-quarters (equivalent to $3.2bn) spent around the Christmas and Holiday season.

Nick Richardson, founder and CEO, The Insights Family, said: “The speed of change in the media consumption of kids, tweens, and teens is quite incredible. Our remarkable team of researchers, developers, and data scientists continue to collaborate with some of the world’s biggest brands, media owners, and agencies to enable them to reach, engage and drive ROI with their campaigns.”

 The Insights Family Media Planning Playbook – also released this week – is the first of its kind and is designed to provide brands and agencies with an update of the key trends including latest viewing habits, the power of a Metaverse and family gaming.

The Playbook also provides an understanding of the end-to-end campaign process, and how insights have to play in maximising ROI this Christmas.

To download The Insights Family Media Planning Playbook visit: get.theinsightsfamily.com/mediamix

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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