Opinion - Generation Media

Magical Moments

This month, Jonathan looks at making children’s ‘Magical Moments’ the cornerstones of campaign strategy.

Last month we referenced that the UK digital tipping point had finally been passed – that is to say that over 50% of 2022 advertising budgets from Toys and Games advertisers were invested in digital media – and the manifold reasons for this evolution in advertiser behaviour. The news of CITV’s closure from the end of August will only accelerate this trend in 2023. Surely that should make 2023 media planning easier? Disinvest in TV and up-weight digital? If digital were a single platform channel then maybe so, but the reality is there is a panoply of options available to brands, and determining which to use, at the right times, can make all the difference.

In order to help us answer the questions posed when building winning media strategies for our clients, our planning is enhanced by the data provided by Giraffe Insights’ Kids and the Screen (KATS) study, providing insight as to how 2-12 year olds spend their time consuming media. The latest of these studies has identified three ‘Magical Moments’ to most effectively reach and influence children’s audiences.

The Breakfast Club

KATS has identified that during the morning slot, TV plays a dominant role in the media day of children and their parents – both during term time and holiday time. This moment is all about kids being in a safe environment that parents trust, to keep them distracted whilst they are busy. The good news is that it is commercial channels which dominate at this time, particularly amongst pre-school and pre-cool audiences where Milkshake has a market leading share of viewing. Unsurprisingly, this magical moment is therefore most effective when targeting younger audiences.

The high level of engagement with the broadcast medium means that this magical moment is primarily responsible for ad and brand recall, with ads three times more likely to be recalled within this moment than during another point in the day. Advertisers should up-weight those key morning segments on their linear TV plans.

The Hobby Hole

But what about the rest of the day, particularly after school? This is where the Hobby Hole comes to the fore. This moment for children is about keeping up with their hobbies and interests and having “me time”, allowing them to connect with the things they love. Having greater freedom over how they consume media at this time means that digital platforms are more prominent, with YouTube dominating (c.40% of viewing time) and content revolving around gaming platforms (if they are not actively playing the games instead of, or even at the same time).

Opportunities for brands to engage in a more meaningful way are highest during this period, but doing so as seamlessly as possible is key. Focus on formats that minimise disruption to their activities and look and feel like the content being consumed. Taking advantage of this when children’s attention is devoted to their passion points means that this magical moment is the greatest driver of brand resonance throughout the day. Compared to The Breakfast Club, The Hobby Hole is also more likely to deliver success when talking to older children’s audiences with greater autonomy over the devices and platforms they are allowed to use. When targeting these audiences, ensure that YouTube plays a prominent role, and build on this with exciting and engaging formats on gaming platforms.

The Family Favourites

The aforementioned two moments focused on how to reach and engage children, but even after that is done, parents have to be convinced that your brand is worthy of purchase. This is when The Family Favourites can play a major role, being most responsible for persuasion in a child’s media day. This moment is about family time, and features a high volume of content selected by parents who are less willing to compromise on their choices at this time of day (evening).

This moment does come at a price for advertisers however, with the likes of ITV, Channel 4 and Netflix accounting for a third of all media consumption. Toys & Games brands historically have not invested as much in this moment due to the cost being many multiples higher than children’s media. Whilst a differential will remain, inflation on children’s media prices (primarily on Linear TV) will close that gap, reducing the premium. But will the premium be worth paying? According to KATS, children are two times more likely to ask for products they see advertised during this time. Brands such as McDonald’s and Lego certainly believe so, ranking highest in the top adverts recalled during this moment. Clearly, utilising this moment is budget dependent, but we can take learnings from it to target the top content consumed (such as The Simpsons and Bake Off) on digital platforms to replicate the effect.

The Magical Moments identified by Giraffe Insights are powerful platforms for brands to build campaign strategy on. They do however need to be analysed in the context of your brand, your target audience and your objectives. Whilst the above has focused on the topline view, Giraffe hosts a wealth of data applicable to all children’s demographics that can be customized to respond to your brief. If you’d like to learn more about how Magical Moments can enhance your campaign strategy, speak to one of our experts at Generation Media. Or contact Maxine.Fox@giraffeinsights.co.uk to find out how you can have this specialized research at your fingertips