If one were to ask you 'What programmes do kids like ?' The most likely response would be Cartoons. Well as we find out the kids today are 'grown ups'. Yes literally, apart from being hooked on to Cartoons they also watch serious soaps, movies etc.

If you had a brand targeted at kids, which channel are you most likely to use for promotions ? Lets find out.

We use TAM data for Week 9-13 and look at two age groups. 4-9 Yrs and 10-14 Yrs.

Normally channels target the afternoon band (14:00 - 18:00 Hrs) for kids programming. Channels like Sony, Zee apart from Cartoon Network have special programming targeting children. The Prime Time Band (19:00 - 23:00 Hrs) though not specifically targeted at kids programming wise still generates healthy TRPs in the kids age group.

We look at data for Hindi speaking markets and try to find out which channels are the favourites of kids both in the afternoon as well as during prime time.

Chart Below shows Cum TRPs for Week 9 to 13 both for the afternoon and prime time bands for 4-9 Yr olds. As can be seen, in this age group especially in SEC AB, Cartoon Network is most popular with the channel during afternoon, accumulating almost half of the total GRPs accumulated by the top five channels. Star Plus is a close second and the rest of the slots are taken by other entertainment channels. The equation changes drastically during Prime Time. Within the SEC AB TG itself, Star Plus witnesses a rise of almost 400% and Sony TVRs go up more than 10 times.
Who said Soaps are watched only by grown ups. Our kids seems to be liking them as much as adults. In fact all this growth for mainstream channels comes at the expense of cartoons as Cartoon network's TVRs drop by almost 50% during prime time.

In the SEC CDE segment though the dice is differently loaded with Cartoon Network trailing behind Star Plus even during Afternoons. During Prime Time the gap widens even further with Car Net dropping viewers and Star amassing more viewers.

Now lets take the 10-14 Yr group. Though not exactly kids this age group is considered to be somewhere in between. Brands like cycles, confectionaries, school stationery etc specifically target this category. One look at the numbers and we can see these guys aren't kids anymore.

Star Plus is the most preferred channel for this age group across all SECs and all time bands. The popularity of Star Plus rises during Prime Time dramatically as was the case with 4-9 Yr age group. The reason for that obviously could be that with TV watching being a family phenomenon in India during Prime Time mothers of these kids would have a say on the programming to be watched and soaps are obviously the most preferred choice of women today.