Diwali’s buzz has extended beyond GECs and movie channels. It’s the kids’ category, which is now witnessing some serious action with brands across different sectors flocking to them for advertising.
Currently, kids’ category advertising is one-tenth of the total advertiser base. The kids’ category is no longer a niche; it is growing at 8 per cent in urban and 6 per cent in rural in terms of viewership. The kids’ segment revenue share is about 3 per cent of the total revenue.
While most of the channels in this genre are pumped up with new programming which includes movie premieres, fresh episodes of popular shows and entertaining specials, advertising also takes an interesting turn with new brands coming on board to capitilise on the pester power of the kids.
Nina Elavia Jaipuria, EVP & Business Head, Kids Cluster, Viacom18 (which has four channels in its kids cluster including Nick, Sonic, Nick Jr/Teen Nick and Nick HD+), explains, “Pester power has taken a whole new meaning. Kids have a point of view on just about every household decision whether it’s eating out or purchase of any gadget. Their influence is so much more now that brands have realized to cash in on it. So this is one reason why brands are coming to us. The other factor is co-viewership where we have young parents watching the show.”
Jaipuria points out that this Diwali the kids cluster will see a 30-35 per cent growth. She adds, “That’s why the October November December and April May June quarters are heavy quarters which give us almost 60 per cent of our total annual contribution. Diwali will see 30-35 in top line. Specific brands that have come on board are LG, Amazon, Philips and Samsung. Then there are our regular FMCG brands who are spending a lot more during festive period like ITC, Reckitt, Dabur and Patanjali. Then there is ecommerce, couple of textile brands like Pothy’s, consumer durable brands like Philips, LG and Milton automobiles like Hero Moto Corp who have come on board. They have pumped in a lot of money of late.”
The business head is quite excited about the network’s partnership with Ajay Devgn’s upcoming movie ‘Shivaay’ for their channel Sonic’s TV show ‘Shiva’ which has resulted in ‘Cycle with Shiva and Shivaay’ contest. She says, “It’s our Diwali tentpole. We are promoting it beyond our network and kids cluster. We are looking at channels like &Pictures and other GECs as well. Then there’s lot of on-ground and digital campaigns. There are mall activations in Mumbai followed by print and radio.”
She also talks about their licensing deal with Prataap Snacks for their popular property ‘Motu Patlu,’ “That has taken further wings with Salman Khan who’s the brand ambassador of Prataap Snacks.”
Turner International India is also seeing interesting interest from brands across different categories, Juhi Ravindranath, Vice President, Advertising Sales – South Asia, Turner International India, offers, “We are seeing added traction from consumer durables and e-commerce. Brands like Hyundai, Amazon, LG and Samsung have come on board on our kids’ channels.”
They have lined up contests around the occasion like Diwali Amazone Park and Diwali Bheemwali on their channels Cartoon Network and Pogo respectively around their shows like R21, Oggy and Chhota Bheem. For Diwali Amazone Park contest, Candyman Jellimals and Patanjali Noodles are the associate sponsors. The latter has Candyman Jelimals and Biskfarm as associate sponsor and Tropicana as presenting.
Disney India which has four kids channels including the popular Hungama TV and Disney Junior is seeing a similar trend when it comes to advertisers. Nikhil Gandhi, VP- Revenues, Media Networks, Disney India shares, “Throughout the year, through our constant conversations with our partners, we have seen a range of non-traditional clients engage with us through interesting initiatives and festivals. FMCG as a category has always shown immense interest during the festive season but we also have certain retail brands that look to associate with us during this time. So for Hungama, as a part of the special Dusshera and Diwali festival, we have three brands who have associated with us. Perfetti is the presenting sponsor, Dabur as the title sponsor and Kelloggs as the powered by partner.”
Apart from that Hungama has roped in Britannia, Fru, Max retail and Milton on board. The network is also running a campaign called ‘Phatekedar Diwali’ on Hungama for which they have integrated with their brand partners. According to sources at the network, Hungama has seen 55 per cent growth in ad sales from last Diwali to this Diwali.
Media experts’ take
PM Balakrishna, CEO, Allied Media Network shares his thoughts, “Kids genre works quite well during festive due to co-viewing. Lot of brands beyond kid products category use this genre strongly as these channels are watched by both kids and families in India. It’s an efficient way of reaching out to women, kids and family. Overall as a television planning goes this genre works well for frequency and incremental reach. This is why you will see GEC, movie channels and kids’ channels getting a lot of advertisers. The latter delivers the TG. So it’s a function of normal seasonal advertising. Normally there is a boost of 20-25 per cent in advertising revenue during this time (on this category).”
He adds, “There’s a huge swell of advertising happening around October, November and December. This is the precursor to Christmas holidays when holiday viewing happens. So viewership of kid channels goes up which makes it an attractive buy for planners and buyers who are targeting both women and kids TG.”
Anita Nayyar, CEO, Havas Media Group India and South Asia noticed a similar trend but at a toned down level. She explains, “This boost has got to do with products that are kid’s centric and where pester power plays a role. The latter is something brands work on. Also you see a lot of dual channel viewing by women and kids. That’s why you will see women centric brands advertising on kids channels wherever they feel kids have a role to play to pester their parents. However, considering it’s festive season I don’t see too much of a boost in advertising because e-commerce has been extremely quiet this year. You see Flipkart, Amazon and Snapdeal advertising now but otherwise we haven’t seen consistent activity from them. Moreover, the advertising spans across October. One doesn’t see brands blasting through festive period as they used to. It’s rather a quiet festive period.”
K Srinivas Rao, National Buying Head, MediaCom points out the licensing factor, “Generally speaking around April to May kids’ channel see around 40 per cent spike in their overall money. Festive will be half of it. This year it will be 10-15 per cent. Different categories that have come on board are FMCG, consumer durables and two-wheelers. As a genre, kids channel does a lot of licensing of character which is additional to their overall revenue. We are seeing a variety of brands doing that besides the usual suspects like FMCG, kids and confectionary. Another important aspect is the role the kids’ channels play in the media plan. They are one of the most efficient genres in terms of ratings.”