Media Analysis - Generation Media discusses the role of ad slots in family films on free-to-view TV

The family that

watches together...

As we edge ever closer to the Christmas period, the number of family films broadcast increases on the likes of ITV2 and Channel 4, with Cats & Dogs 2. By taking this approach, these relevant spots will benefit from further standout within the ad break which features in most instances from favourites such as Harry Potter, The Looney Tunes and Nanny McPhee attracting family audiences on those rather dark and dreary “ other categories. The ‘family films effect’ is clearly evident when reviewing the latest Google trends. Take the weekend evenings. example of Looney Tunes Back In Action, which was

Film spots have been popular within the broadcast in early August. We can break down that toys and games market for the past couple spot list, which included melscience.com – a science of years, mainly due to the key benefit - the and educational website made just for kids. That additional coverage points to traditional TV particular spot was shown to more than 43,000 CH4campaigns that these spots offer - as well as 15 (kids aged 4-15) and 24,000 HWCH (housewives the chance to attract families who are sitting with children), which resulted in their Google search down to watch together. data showing an all-time high for the week. See graph,

Traditionally, costs outside of kids’ below left. commercial TV for a toy advertiser to While of course this is only showing one element deploy a heavyweight campaign on adult of the mix, this positive correlation goes some way channels can be higher than traditional to suggest that advertising investment to free-tobudget levels. However, demand on kids’ air channels such as ITV2 has a positive effect on commercial airtime in Q4 often encourages consumers going online to find out more. advertisers and agencies to invest in When looking at the norm for TV investments alternative means. These spots, if strategically outside traditional kids’ commercial channels, we can see placed, can certainly aid in building awareness with that 134 brands used ITV2 family films last year – a huge 43% a family audience. increase on 2019’s 94 brands. This number will no doubt

As allocations to these placements are likely to be increase as we review the effect of Q4. reflective of only a small percentage of the overall marketing For example, last year, brands such as LEGO City, Hasbro’s budget, it is important to be smart and choose those spots Play-Doh, MGA L.O.L. Surprise, Interplay’s Home Drone Game, that are related to the advertised product in attempts to and Spin Master’s Present Pets - as well as many others - drive engagement and potential online search. For example, made investments to air across adult channels in November a plush bear featured within Yogi Bear or a toy animal in and December. As we look beyond Q4, it is key to add an importance to these ‘appointment to view placements’ to the overall media mix. Of course, not every TV plan will have sufficient budget levels to afford placements on these channels that are less cost-effective than kids’ commercial channels, which remain the most cost-effective means of reaching mass awareness among kids in the UK & ROI. If you need assistance determining the optimal marketing split for your brands, please do contact us.

Demand on kids’ commercial airtime in Q4 often encourages advertisers and agencies to invest in “ alternative means Source: Google Trends, 2021 August. UK Search Term: Melscience Ad slots in family films on free-to-view TV can really drive engagement - as long as your product is relevant, says Kate Moncur, associate director at Generation Media