"My Media, My Ads", Nickelodeon's latest research study, reveals a deeper understanding of kids' media usage and the way they perceive advertising.
The extensive study utlised both qualitative and quantitative research methods, combined with the latest industry data from Ofcom, Thinkbox and Childwise.
It also includes: 10,000 minutes of online interviews with parents and kids 6-13, face to face interviews with 20 children and 8 families and facial coding techniques.
My Media, My Ads
Kids are everywhere
With more devices available in their homes and a sharp rise in personal ownership, kids are increasingly splitting time across multiple devices and touch points. However, despite multi-screening, advertising is still deeply engaging and it shows high recall across a variety of platforms.
TV is essential
TV is still the strongest message driver, however layering in multiple platforms will introduce a multiplying effect, adding incremental value helping to drive KPI's and awareness.
The study revealed that 3 in 4 parents think you need to cross promote in order to drive recall, enhance perceptions and likeability.
Providing the right environment is key
When advertising to kids, it isn't all about being everywhere.
Kids are more engaged with adverts which are placed within a relevant environment and 8 in 10 parents stated they don't mind advertising if it is relevant and suitable
Download our short report above.
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