Top Story


Home >> International >> Article

International: Marketers tune in family channels

Font Size   16
International: Marketers tune in family channels

Marketers seeking a techno-savvy, multi-generational audience in our age of media fragmentation need look no further than the typical American family.

That was the consensus of industry executives at the Family Friendly Programming Forum taking place in Los Angeles this week.

"If you think about the whole dynamic—that children, teens and adults are viewing the same shows and having the same experience—it makes a lot of sense from an advertising point of view as a way to make ad dollars go farther," said Pat Gentile, North American TV programming manager at Procter & Gamble, one of the forum's co-chairs.

Because family-friendly shows tend to be watched live, the commercials "become part of the program," elements in the overall viewing experience, she said.

Marketers who strive to create new message delivery channels should consider that families are already "channels of social relevance," said Stacey Lynn Koerner, president of Interpublic's Consumer Experience Practice and one of the researchers who presented at the forum.

"We're trying to find channels to reach families and realizing that families are channels. What we take in we share," Koerner said.

Koerner recommended that those trying to reach the family audience "enable immersion. We see them time shifting, using video on demand, streaming and downloading more than others."

Koerner said marketers and family programmers should "engage for insight, not just for impact. People are not talking about the 'why' of engagement, and that's the critical piece."

She said the industry should conduct further study on "building the back-end research to figure that out. We're not mining the data to understand them."

This is crucial, as families purchase technology faster and more often than single consumers—HD TVs twice as much and PDAs almost three times as often, Koerner said.

The Association of National Advertisers, the Family Friendly Programming Forum and the National Council for Families and Television are sponsoring the forum.

Source: Adweek


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

Under the watchful eye of Walt Disney, Bindass undergoes brand repackaging with a fresh new show ‘Dil Buffering’ simulcast across its linear and social media platforms on September 29 and will launch...

Apart from the mandate for the first project which is the Ashiana Town in Bhiwadi, Tomorrow and InterTwined will deliver brand solutions across film, print, radio, outdoor and activation besides provi...

Despite advertising picking up after a slow Q1, regional FM players still feel that the lingering effect of GST, RERA, demonetisation will still make its impact felt during the upcoming festive quarte...