Research from The Insights Family, presented at Brand Licensing Europe yesterday (17 November), shows that the platforms children are watching their favourite TV ads on, are changing.
In a study with 3.7k 10-12 year olds from January to October, 2021, The Insights Family found that while 40% of children still site TV as the platform they watched their favourite adverts on, it has fallen by 29%.
Meanwhile YouTube was in second place with an increase of 23%, Facebook was in third, but down by 40%, while TikTok was close behind in fourth place with an increase of 100%.
Nick Richardson, founder and ceo at The Insights Family, commented: “I really do believe that 2021 will be the last year that the Christmas TV ad will be the main thing. We’ll be looking next year at social media adverts.
“We can see the rate of change that’s happening in the UK, but actually this is far behind some other markets that we have data on. As you start to plan your 2022 Christmas campaigns, potentially less focus on TV might be a key consideration for you all.”
Nick went on to stress the challenges and opportunities of B2C marketing. The Insights Family has identified three ways to identify children as a consumer group.
Firstly as a highly influential group who are financially enabled. The company’s research carried out from January to June this year, has shown that 34% of six to 12 year-olds get a regular allowance. There has also been a 3% increase in those in that age group who have their own cash cards, such as Go Henry.
Secondly, children represent a highly influential part of the family. The Insights Family’s research in the US, shows that 79% of parents say they consider their child’s opinion when making shopping decisions about a range of categories, including toys, movie visits, and even groceries.
Thirdly, children represent the next generation of consumer. Nick continued: “So even if you wouldn’t necessarily class children as your core target today, the data we have from both parents and children, suggests that actually, every brand in the retail space should be considering themselves as a children’s and a family brand.”
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