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No 'kidding' this; Planning for a kids brand but where are the kids?<br>An exchange4media analysis of viewer ship trends of the 4-14 Age group

15-April-2002
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No 'kidding' this; Planning for a kids brand but where are the kids?<br>An exchange4media analysis of viewer ship trends of the 4-14 Age group

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.

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