After having looked at this powerful segment called "Kids" and realizing that "Pester Power" is now slowly moving towards" Money Power" of the segment, we've tried to study the group at their most sought after time of the year- the Summer Time, which also in most cases turns out to be a very lucrative period for marketers.
Summer time for kids.…spells vacations, ice creams, fun, hill station trips and more TV watching (?). In this issue we try to probe deeper into this period of 8 to 9 weeks when kids definitely have more time than normal school going days.
Background
Reality
Vacations clearly are totally different from a regular school going day..in terms of TV Consumption by kids.
More time on hands..hence more intense viewing..?
Objective of the Analysis
Do Kids watch more Cartoon Network or other Toon / Kids relevant programming during vacations?
Or
Do they also spend lot of their vacation time watching Mass based / entertainment programmes?
Or
How do we effectively reach the Kids during Summer vacations when their 'apperture' to absorb / digest communication is at its highest (no diversion in terms of school work) ?
Who is the Target?
Primary : Kids (5 to 15 yrs) : Std I to X
Secondary : Parents (esp Mothers)..in order to understand the role of mothers in influencing viewership of the Kids.
Homes in SEC A / B and having access to Satellite. …(since more options for viewing is available)
What are the other available options to a Kid..apart from TV,on a vacation?
Other Constructive Summer Leisure activities:
Dance / Talent developing classes
Summer camps
Computer classes (esp Multimedia courses etc)
So how does watching TV stack up against these other options?
Reach of Media
Reach in % to total Target group
What do they watch on TV..?
Data Source : INTAM (ORG-MARG)
Time period : 'Normal' school going day : Jan / Feb 2002 &
Last year's summer vacation : Apr-June 2001
(So as to understand the difference between a 'normal' school going day vis-à vis "Summer holidays')
Channels measured : Kids specific channels / day parts
AND
Mass Entertainment channels / day parts
TNT Cartoon Network - Analysis of Daypart Reach
Kids:10-14yrs/SEC AB/C&S HH
Period : Apr-Jun 2001
Fem 25-44 yrs SEC AB/ CS
Period : Apr-Jun 2001
Kids:10-14 yrs SEC AB/ CS
Period : Jan-Feb 2002
Fem 25-44 yrs SEC AB/ CS
Period : Jan-Feb 2002
During Summer vacations Cartoon Network has a very strong franchise..among Kids with almost 50 % reach levels..
Even among the Mothers the Reach was higher..than in School days
Furthermore, during Summer, Kids patronise the channel right from 10 am and peaks between 1000-1800 and then dips in the evenings…!
Whereas normally Kids' Reach on Cartoon Network peaks only after 1800
So overall inference ..Yes kids do watch more 'Cartoons' during summers, and their viewing starts much earlier and is almost consistent thru the day!!
What happens during Vacation..?
Do Kids spend more time on Cartoon Network..
or
Do they flirt across channels..?
Kids:10-14 yrs SEC AB/ C&S
Period : Apr-Jun 2001
Kids:10-14 yrs SEC AB/ C&S
Period : Jan-Feb 2002
During Summer vacations the overall Reach of all channels increase (an avg of 75 % compared to 50 % during School days)
Mainline channels …Star Plus / Sony generate nearly 90 % of Reach among kids..esp in the Morning / Early Afternoons (kids specific content driving the numbers ?)
Cartoon Network is the most consistent performer among all channels during Summer time…averaging around 40 %
But during School days Cartoon Network's avg Reach actually increases marginally to 45 %
Interestingly both, Discovery & NGC double their Reach during Summers (40 % avg) among kids..as compared to School days…the peak for both these channels is in the 1400-1800 daypart
Apples to Apples….
How do the 'Kids' focussed programme on mainline channels fare vis-à-vis Cartoon Network..?
Period : Apr - June 2001
Kids 10-14 yrs SEC AB/ CS
Period : Apr - June 2001
Kids 10-14 yrs SEC AB/ CS
Period : Apr - June 2001
Kids 10-14 yrs SEC AB/ CS
Amongall the channels…Sony with Disney Hour is the closest competition to Cartoon Network. A channel share of 43 % as compared to 57 % of Cartoon Network.
Zee with Nickleodeon seems to fare better that Star Plus' Fox Kids…
Overall if one were to track / chase Kids during the Summers (with all the monies spent on SDCs, Colas, Ice creams etc) it would be a good idea to use the Discovery / NGC alongwith the base channel of Cartoon Network and maybe add in the morning / evening dayparts of Sony…?
Obviously each brand / communication will have its own inherent objectives / markets / audience segments etc which will dictate the plan. But at overall broad directions the above channel strategy should be looked at closely to address the kids segment, rather than relying solely on Cartoons.
Understanding the Kids During Summer Vacation