audiences, insights & solutions kids' trends...rabbids la invasión (3d) ˝, ˙˚˚...
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A —
Kid
s' T
rend
s 20
19.
Total Video Audiences, Insights & Solutions
Kids' Trends
B —
Aud
ienc
es.
1 — K
ids'
Tre
nds
2019
.
Engaging Children with
Total VideoTotal Video experience is key for brands that
want to engage the Kids target group at any time and on any device.
As true digital natives, children these days are screen-savvy. No matter the platform or the screen, children are genuinely
impacted by the power of Total Video.
Children watch a lot of shows by infl uencers that inspire them and match their individual tastes. This is a great opportunity for brands!
RTL AdConnect gives simplifi ed access to thousands of talented YouTubers worldwide.
While children may be strong consumers of online video, they still remain loyal
to TV, watching on average 1h32 hours daily of television content*. With a wide off er of programmes in 12 European countries, RTL AdConnect provides quality content in a completely brand safe environment. Off ering the best of TV and online video, RTL AdConnect creates tailor-made solutions for advertisers, ensuring they make the right media decisions for their pan-European campaigns. With the power of Total Video, RTL AdConnect allows brands to branch out beyond domestic audiences and discover a new and simple way to reach more!
Alvin and the Chipmunks*Source: Page 11, studied countries: North Belgium, South Belgium, France, Germany, The Netherlands, UK.
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Aud
ienc
es.
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Kid
s' T
rend
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19.
160+TV
Channels
300+Digital
Platforms
30+Radio
Stations
Non-exclusive portfolio.
Access the #1 global & premium Total Video inventory
AustriaTV
Online
The NetherlandsTV
Online
SpainTV
Online
Radio
TV
Radio
Luxembourg
Online
SwitzerlandTV
GermanyTV
Online
HungaryTV
Online
ItalyTV
Radio
Online TVUnited Kingdom
Online
CroatiaTV
Online
TV
Online
Radio
France
BelgiumTV
Online
Radio
OnlineGlobal partners
4 —
Aud
ienc
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5 —
Kid
s' T
rend
s 20
19.
A Total Video children’s offerin every country
SpainSouth Belgium
AustriaSwitzerlandFrance
Hungary
The Netherlands GermanyUnited KingdomChannel/Timeslots
Channels
Channels/Timeslots Channels/TimeslotTimeslot
TimeslotChannels
Online
ItalyNorth Belgium Croatia
Online
Channel/Timeslot
Channels Channels
Channels Timeslot
Online
Online
Online
OnlineOnline
Online
Movie nights
OnlineOnline
Sources: Eurodata TV, BARB / Kantar Media [United Kingdom]; Jan-Nov 2018, 6:00-20:00; Eurodata TV, Médiamétrie/Médiamat [France]; Jan-Oct 2018, Mon-Fri, 7:00-9:00; Eurodata TV, Kantar Media [Spain]; Jan-Nov 2018, Mon-Fri 7:30-10:00; My Eurodata TV, Stichting KijkOnderzoek (SKO) [The Netherlands]; Jan-Nov 2018, 6:30-17:00; AGF/GfK Fernsehforschung, TV Scope [Germany]; Jan-Nov 2018, 6:00-20:15; Eurodata TV, CIM / GfK Audimetrie [North Belgium]; Jan-Nov 2018, 6:00-20:00; Eurodata TV, Audimetrie CIM South [South Belgium]; Jan-Nov 2018, 6:00-20:00; Mediapulse TV-Panel [Switzerland]; Jan-Nov 2018, 6:00-20:15; Evogenius Reporting [Austria]; Jan-Nov 2018, 6:00-20:15; AGB Nielsen Media Research [Croatia]; Jan-Nov 2018, 6:00-20:00; Nielsen Audience measurement [Hungary]; Jan-Nov 2018, 06:30-10:15; Auditel [Italy]Jan-Nov 2018, all day.
CITV3.2% Children 4-9
All channels*35.7% Children 4-11
All channels22.3% Children 3-13 SUPER RTL
22.4% Children 4-14SUPER RTL14.0% Children 3-13
RTL Kockica21.3% Children 4-14
RTL Telekids8.6% Children 3-8
Kölyök Klub9.7% Children 4-14
Kids channels 28.7% Children 4-11
M6Kid7.3% Children 4-14
Rai Gulp3.1% Children 4-14
Neox Kidz5.4% Children 4-12
RTL children's channels are #1 in Germany and Belgium
6 —
Aud
ienc
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Kid
s' T
rend
s 20
19.
The most powerful children'scontent is on our platforms
Sources: Jan-Dec 2018 and Sep-Nov 2018 for France; BARB / Kantar Media [United Kingdom]; Médiamétrie/Médiamat [France]; AGF/GfK Fernsehforschung, TV Scope [Germany]; Kantar Media [Spain]; Rai Pubblicita [Italy], Medialaan [North Belgium].
France Alvin et les Chipmunks
100,000 viewers: children 4-14 yo
GermanyPaw Patrol - Helfer auf Vier Pfoten
110,300 viewers: children 3-13 yo
Spain Rabbids La invasión (3D)
4,200viewers: children 4-12 yo
North BelgiumBarbie Dreamtopia
United KingdomNinjago Masters of Spinjitzu
29,400 viewers: children 4-9 yo
ItalySpiderman
NEW
NEW
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Aud
ienc
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Kid
s' T
rend
s 20
19.
The best children's influencers from our Multi-Platform Networks
Sources: Nota; Rai Pubblicità; IP Luxembourg; IP Deutschland; United Screens.
ItalyMe contro te
3.1M subscribers
143K likes
1.3M followers
Sweden Babblarna
263K subscribers
The NetherlandsDe Zoete Zusjes
258K subscribers
15K followers
United KingdomLouise Pentland
2.5M subscribers
981K likes
2.4M followers
2.2M followers
GermanySevins Wonderland
141K subscribers
56K followers
ItalyVittorio Loffredo
430K subscribers
114K followers
SwedenFamily Playlab
3.5M subscribers
15K followers
10 —
Insi
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Kid
s' T
rend
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Target groupuniverse% of the population
Societal differences explain mediaconsumption
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00
Kindergarten (3 to 6 years old)
Children (from 6 years old)
Maternelle/Primaire (3 to 10 years old)Mon-Fri - No school on Wednesday
Children (from 10 years old)
Kindergarten and regular schoolMon-Fri - No school on Wednesday
Pre-School 2 half-days and a maximum of 4 days (a half-day lasts 3 hours)
Primary school (4 to 12 years old) Most schools are closed after 12:00/12:30 on Wednesday afernoon*
School hours
Children love Total Video content
A typical TV day for children across Europe
Sources: CIM TV North [North Belgium]; CIM TV South [South Belgium]; Mediametrie/Mediamat [France]; AGF Videoforschung in Zusammenarbeit mit GfK; videoSCOPE 1.1, Marktstandard: TV [Germany]; Stiching Kijkonderzoek (SKO) [The Netherlands]; BARB AdvantEdge [United Kingdom]; Mon-Fri, Jan-Nov 2018.
5
10
15
20
25
22:3021:3020:3019:3018:3017:3016:3015:3014:3013:3012:3011:3010:3009:3008:3007:3006:30
FranceN.Belgium The NetherlandsGermanyS.Belgium United Kingdom
Morningpeak Lunch
peakBackfrom
school
Prime time peak
Germany
Children 3-13
1h03
United KingdomChildren 4-15
1h15
France
Children 4-14
1h36
TheNetherlandsChildren 4-14
0h53
SouthBelgiumChildren 4-14
2h25
North BelgiumChildren 4-14
2h01
Germany
Children 3-13
7.4M9.8%
France
Children 4-13
8.3M14.3%
TheNetherlandsChildren 3-8
1M6.7%
SouthBelgiumChildren 4-14
607K13.8%
NorthBelgiumChildren 4-14
807K13.3%
12 —
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Kid
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rend
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19.
Brand appeal and advertisingspark children’s interest
Sources: IP Touchpointstudie Toys, Ilovemymedia-panel, N=480, Question: How did your child become aware of this article? (Base: children are decision makers N=300), Germany.
33% are a fan of the brand
26% have seen it in the catalogue
32% have seen the TV advertisement
23% have seen it in store
Motivational factors in children's product choice
Parents care about theirchildren’s opinions and needs
22% were infl uenced
by friends
Directly exhort a consumer to buy a product by exploiting their inexperience or credulity Directly encourage children to persuade their parents to buy a product Exploit the special trust that is placed in parents/teachers/others Include product placement.
Extension of the Audiovisual Media Service Directive’s scope: Video-sharing platforms (YouTube, etc.) must set up codes of conduct to protect minors from accessing harmful content.
Advertising must not
Centre breaks allowed? Sponsorship allowed?
Germany
PUBLIC TV
PRIVATE TV ** Transmission of the sponsorship logo is prohibited.
France
PUBLIC TV
PRIVATE TV
All advertising for any processed food and drinks with additives must be accompanied by a message on the benefi ts of a balanced diet.
The Netherlands
PUBLIC TV
PRIVATE TV **Programme has to be longer than 30 min.Note: advertising for food high in fat, sugar and salt is prohibited when aimed at children younger than 7 y.o.
Belgium N.
PUBLIC TV
PRIVATE TV
Dental warnings required for foods high in fat, sugar, and salt.
Belgium S.
PUBLIC TV
PRIVATE TV
All advertising is banned in children’s programmes on public TV (for children under 12).
UK
PUBLIC TV
PRIVATE TV
**
* If the programme is <30 mins, ad breaks are not allowed within children’s programmes.
Note: no advertising of products high in fat, sugar and salt.
Spain
PUBLIC TV
PRIVATE TV
n.a. n.a.At least 30 minutes between each ad break.
Advertising legislation for children
Classic spot5-60 seconds
Pre-roll VOD
In-text
Productplacement
Programmesponsorship
Split screen
Overlayer
Display
Brand content
Addressable TV
Pre-roll YouTube
Bumper ads
Infl uencers
Homepage
En
gag
em
ent Targ
etin
g
Reach
Branded Solutions Digital
TV
We can make your brand stand out thanks to our premium environments
14 —
Sol
utio
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15 —
Kid
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rend
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19.
*The HbbTV specifi cation is developed by industry leaders to improve the video user experience for consumers.Source: RTL AdConnect.
HbbTV connected TV sets in Europe*
Reach your target audience on television thanks to our Addressable TV solution
Scalable reach
Trusted medium
Brand safety
Brand impact
Targeting
Frequency control
CPM-based buy
Real time data
Premium. Brand safe. Transparent.
Video Marketplace by RTL AdConnect, the largest premium video inventory in Europe
53Bnvideo viewsper month
120Munique usersper month
35Kcontent creators
AddressableTV
DIGITAL AD TEC
HNOLOGY
TV ADV
ERTI
SING
2.8M active
1.4M sets
1.3M active
27.8M sets
25M active
4.8M sets
2.4M active
10M sets
2.5M active
16 —
Sol
utio
ns.
Reach More.
RTL AdConnect43, boulevard Pierre Frieden
L-1543 Luxembourg
info@rtladconnect.comwww.rtl-adconnect.com
@rtl_adconnect
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