Non-kids channels command 87% share of kids TV viewership, says BARC study

MUMBAI: A whopping 87% kids in 2-14 age group watch non-kids channels while only 13% watch kids channels, according to a research report by BARC India titled ‘A Peek into Kids Viewership’.

According to BARC, the massive viewership of non-Kids channels could be due to co-viewing.

The report stated that kids in the age-group of 02-14 years account for 20% of total TV impressions, which is the highest share across all age cuts.

GEC Channels and Movie Channels together account for over 80% of Kids viewership on Non-Kids Channels, of which GEC channels dominate the larger share. Music channels and News channels also seem to be more popular among Kids in comparison to the rest.

The kids’ viewership on non-Kids channels is dominated by GECs followed by Movies for both genders.

However, boys show a relative preference for Movies and Sports content, whereas girls tend to view more GEC and Music content.

“This could suggest that kids demonstrate gender behaviour similar to adults from an early age, and these are reflected in their TV viewing habits as well,” BARC said in its report.

It further stated that content aimed primarily at Kids as a primary target clearly works best for both boys and for girls. With an average time-spent of about 25 minutes on any channel in the genre, for both genders, Kids genre is clearly the preferred and most sticky channel for Kids.

However, boys deliver approximately 50% more eyeballs on Kids channels than girls. This, the research report said, may be suggestive that the content mix on Kids channels may be skewed more towards male viewers than female.

The Top 3 channel genres that engage Kids the most remain constant for both boys and girls, being Kids, GEC and Movies.

While boys have a higher time spent on traditionally Male genres like Sport and Infotainment, girls have a higher time spent on Devotional, Music, Youth and Lifestyle channels.

The three dominant programme themes for Kids are Cartoons / Animation (on kids channels, classified as Miscellaneous), Film-based content (across both Kids channels and non-Kids channels) and Series (typically on GEC channels). The Cartoon/Animation programmes are classified under ‘Miscellaneous’ as per the BMW Software.

There is also some active consumption of various Science & Education programmes, Events, Concerts, Award show (classified as Miscellaneous under Non-Kids channels).

However, it must be noted that the popularity of programme themes is also subject to its availability, it noted.

Interestingly, Film based programmes deliver the best impression/duration ratio on Kids channels, and the second-best impression/ duration ratio on non-Kids channels.

This re-iterates to us that Film based content works extremely well with children, be it catered specifically to them on Kids channels, or consumed incidentally on non-Kids channels.

Kids’ preference for languages at an overall level reflect the larger universe, with Hindi being both the dominant as well as over-indexed language in terms of viewership by kids.

Regional languages across the board typically see a marginally lower proportion of viewing among kids, while English sees a marginally higher proportion of viewing.

The availability of content in more languages on non-Kids channels has led to a more fragmented viewership on these channels.

While Hindi (which also includes Dubbed-Hindi content), continues to be the dominant language of viewership across both, the key take-out is the high English based consumption within Kids channels.

When Kids are consuming content exclusively on Kids channels, the propensity to consume English language content is much higher, than on non-Kids channels, where the remote is mostly controlled by the family, and Kids’ viewership is incidental.

“This goes on to show that Kids are far more conversant with English as a language in comparison to the family unit, which continues to prefer and watch television in Regional languages,” the research stated.

Kids viewership on television increases gradually through the day from the morning till late afternoon (1500 hrs), after which the viewership drops.

The major difference is witnessed post 1800 hrs, when Kids lose control of the remote, and the viewership shifts from kids channels primarily to general family entertainment channels.

It is also interesting to note that the day-part viewing pattern of Kids on Kids channels corroborates with their weekly routine.

The viewership on Kids channels peaks later on a weekday (1200-1500 hrs) as compared to on a weekend (when viewership peaks at 0900-1200 hours). This is likely because the older kids go to school in the morning. In the afternoon, these school-going kids are back home, thus adding eyeballs to television.

On weekends the kids are at home in the day (0600-1500 hrs), and hence the viewership is much higher across these time bands when compared to the weekday.

But in the evening, they may step out to play with their friends or for a family outing, and hence the viewership dips slightly below the weekday average.

Kids are increasingly becoming more influential in deciding the spending patterns of a household by convincing their parents to buy a brand or product of their choice. Let us look at the top 10 ad sectors that are most viewed by kids on television

The top 10 ad sectors viewed by kids on Kids channels, remain largely the same on non-Kids channels.

The only exceptions are the Auto and Durables ad sectors, which are absent in the top 10 sectors on Kids channels.

Food & Beverages is the most advertised sector on Kids channels, and garners the maximum impressions as well. However, looking at the effectiveness, Household Products and Miscellaneous ad sectors perform better in delivering kids impressions with respect to commercial time.

The Household Product sector is primarily being driven by the mosquito repellant category, whose ads are typically kid oriented and feature children a lot. On the other hand, Miscellaneous ad sector includes kid-friendly categories such as Toys Indoor Games, Writing Instruments, Stationery and Film Trailors amongst others.

Except for Retail and Service sectors, all other sectors in the top 10 are regular consumption/ FMCG products, which indicates that kids are increasingly watching such ads on television and are able to influence family purchase decisions.