Kids spend just under 70% of their leisure time digitally, but only 37% of the $4.6bn kids global advertising revenue is spent digitally, says The Insights Family.
The latest iteration of The Insights Family media planning tool enables its clients to predict Christmas and Holiday advertising and media trends.
In the last four years The Insights Family has been tracking the attitudes, behaviours, and consumptions of kids, parents, and families. Its data shows that not only are kids consuming more content digitally but forming stronger preferences within a digital environment.
According to the latest data kids are also most likely to see their favourite advert digitally too, with 46% reporting to see their favourite advert on either YouTube, a social platform, website or app, compared to 39% who see their favourite advert on TV.
The company has also revealed the latest evolution of its media planning tool, the Media Mix Compass. The real time solution compares 11 media types and up to 30,000 media channels globally.
The tool enables decision makers to not just compare types of mediums such as YouTube and Gaming, but to delve even deeper and compare specific channels such as KSI as a YouTube channel versus Roblox.
The new evolution of the media planning tool has seen the company’s in-house data science team bring frequency into the formula – meaning now the tool analyses 3-18s kids media behaviour by preference, time spent, frequency, and reach for each media type and platform.
The tool is powered by surveying 7,380 kids per week across 18 regions.
The latest version of the tool is released in time for brands’ Q3/Q4 planning, which sees up to three quarters (equivalent to $3.2bn) spent around the Christmas and Holiday season.
“The speed of change in the media consumption of kids, tweens, and teens is quite incredible,” commented Nick Richardson, founder and ceo of The Insights Family. “Our remarkable team of researchers, developers, and data scientists continue to collaborate with some of the world’s biggest brands, media owners, and agencies to enable them to reach, engage and drive ROI with their campaigns.”
In addition, The Insights Family Media Planning Playbook is also now available. It is designed to provide brands and agencies with an update of key trends including the latest viewing habits, the power of a Metaverse and family gaming.
The Playbook also provides an understanding of the end to end campaign process, and how insights have to play in maximising ROI this Christmas.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
