In perspective: No child’s play

Published: January 12, 2016 12:10 AM

MOST advertisements on kids’ channels comprise traditional kid’s brands. But there are changes happening in this landscape with non-traditional brands approaching them to tap the potential that kids offer as an audience.

MOST advertisements on kids’ channels comprise traditional kid’s brands. But there are changes happening in this landscape with non-traditional brands approaching them to tap the potential that kids offer as an audience. Wooing kids has become a serious business and is no longer limited to toys and trinkets, as was the case earlier.  In fact if industry figures are to be believed, kids’ channels seem to be getting 55-60% of their ad revenues from unconventional advertising. This shows that children now play an important role as influencers in a family’s decision making.

A decade back, kids had no say in household decision making and usually didn’t demand what they could consume.

Today, the scenario is very different. Most kids, even from middle income homes are more demanding of things from their parents. Clearly advertisers  are tapping this market through both conventional and non-conventional ads, for two reasons. One, there are those who are using the platform to drive pester power and two, there are others who are using the platform for dual viewership, that is, to reach out to mothers via mainline channels. India to this day, remains by and large a single TV household where the entire family sits down together to view a single show. So, a substantial percentage of women watch shows on kids’ channels along with their children.

Therefore, advertising several children or infant care products and also FMCG products which have nothing to do with kids per se are aired on these channels.

Thus, it is a fallacy to consider that the general entertainment channels for kids are losing their previous charisma. A little research on the demographics of viewership and child psychology could show that it will be a blooming area for
investors and advertisers.

By Navin Khemka

The author is managing partner, Maxus

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