3 minute read
Consumer Insight - The Insights Family discusses how to maximise media spend at Christmas
Make it a
December to remember
As toy brands look to fi nalise their advertising and marketing plans for the Christmas and holiday season, we look at some of the key trends to see how brands can maximise their ROI and budgets this year.
In the past four years, we have been tracking the attitudes, behaviours, and consumption of kids, parents, and families. Over this time, the data shows that not only are kids consuming more content digitally but they are forming stronger preferences within a digital environment.
Growing up as digital natives, this generation has a far greater choice of what they consume and when they consume it than ever before. That means kids’ attention is fragmented across a huge range of (increasingly niche) platforms, making it harder to reach a mass audience.
Our data shows that kids aged six to nine in the UK spend 68% of their available time on digital activities. However, PwC [accounting fi rm PricewaterhouseCoopers] estimates that of the annual $4.6 billion kids’ advertising market spend, just 37% will be spent on digital platforms.
Earlier this year, we spoke to more than 100 industry professionals as part of our Industry Voice Report and found just 54% of individuals surveyed are confi dent that their advertising and media spend will provide them with the expected ROI. Additionally, only 6% of businesses believe they have suffi cient understanding of the kids and family demographic.
So, as we approach the busiest Q4 period - which sees up to three-quarters (equivalent to $3.2 billion) spent around the Christmas and holiday season - let’s highlight some of the key trends that toy brands need to be aware of.
According to our latest data, kids aged 10 to 12 are most likely to see their favourite advert digitally, with 46% viewing their favourite advert on either YouTube, a social platform, website, or app, compared with 39% who see their favourite advert on TV.
This is a global trend. As we have seen in Canada and Brazil,
YouTube overtakes “TV as the place where kids see their favourite advert from the age of six. In Mexico, YouTube overtakes TV from the age of 14. But crucially, in nine out of 10 countries where TV is said to be the number one place that kids see their favourite adverts, the gap between TV and YouTube has narrowed. So, will Christmas 2021 be the year the most talked-about advert is not on television, but on social media?
Shifting viewing habits Television still commands a huge audience from young viewers - with kids aged from three to fi ve spending nine hours and 55 minutes per week watching TV in the UK. As an activity that can be shared, TV has long brought families together. But viewing habits have changed.
In 2017, 45% of three- to fi ve-year-olds said they watched mostly linear broadcast TV, while 19% watched mostly Netfl ix. However, by Q2 2021 16% mostly watch Netfl ix and just 35% watch broadcast TV. Parents’ behaviours are changing too. Parents of preschoolers aged three to fi ve report that they are beginning to trust adverts they see on TV less, falling by 22% since January 2021. Instead, social media has been on the rise, with these parents showing more trust towards adverts seen on YouTube (+82%), Facebook (+17%), Infl uencer recommendations (+34%), and TikTok (+20%) since the start of the year.
What this means for you… In an increasingly fast-paced world, it has never been easier to get it wrong! To help brands and clients with their Christmas, we recently announced the latest evolution of our media planning tool: the Media Mix Compass.
but on social media? “
There are 3.2 billion reasons to maximise your media spend and ROI this Christmas, says Nick Richardson, founder & CEO of The Insights Family
The Insights Family (formerly The Insights People) specialises in kids, parents, and family market intelligence. Providing real-time data on their attitudes, behaviour, and consumption patterns, every year the company surveys more than 362,100 kids and more than 176,800 parents.
