TV advertising still pivotal to kids market

Generation Media says that television advertising is the most effective way to reach a younger audience…

Consolidated TV data year-to-date reveals an increase in children’s focused TV advertising from the games market. This follows an increase to kids’ exposure to emerging media channels and new technology.

Various sources suggest that at the end of the last console cycle, Nintendo were the most popular children’s hardware brand with two thirds of five to 16 year-olds having a Nintendo console. At the end of 2013 the Wii and DS were the joint most popular consoles with 50 per cent penetration each. However their popularity is seen to be declining, falling 10 per cent in 2013 and more than likely further with the new consoles dominating wishlists amongst this age group.

This decline is also reflected in Nintendo’s share of children’s targeted TV advertising which fell by 12 per cent year-on-year. Compare this to 2010 when the company was still benefitting from the Wii’s success, it recorded TV ad market shares of over 35 per cent against kids four to 15.

When examining consolidated TV (BARB) data for 2014 year-to-date, there is an increase in the number of children’s targeted games campaigns. However it’s not only next-gen consoles that are looking to fill the void left by Nintendo, with more companies looking to benefit from cash-rich kids (with a spending power of over 8bn per year amongst five to 16 year olds). There are 34 recorded children’s targeted campaigns year-to-date compared to 31 in 2013. These now occupy 55 per cent of the market

It’s not only consoles either, with YouGov predicting that tablet penetration will reach 50 per cent of UK households by the end of this year, further impacting how children consume media.

Mobile gaming companies such as King have entered the fray. Its mass market approach to TV advertising has allowed them to dominate a large proportion of a more fragmented TV ad market.

Disney has also upped the ante with support for its Club Penguin app achieving over 300 housewives with children TVRs (the percentage of potential TV audience viewing at one time) year-to-date.

But TV is still the most cost-effective way of reaching a mass children’s audience. It is no wonder that those targeting a younger demographic are choosing to reach their audience via this traditional medium. Ubisoft is even using TV to drive Rabbids Invasion, which sits between linear TV viewing and interactive gameplay.

2014 is an exciting time as brands integrate online efforts with traditional media. The proliferation of technology furthers how TV can be used dynamically and is still playing a central role in the targeting of children.

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