audiences, insight & solutions kids trends - rtl...
TRANSCRIPT
Alvin and the Chipmunks
Editor RTL AdConnectStéphane Coruble 43 boulevard Pierre FriedenL-1543 LuxembourgT. +352 42142 4721
PublishingResearch& CommunicationCarine [email protected]
Daniel Bischoff dbischoff @rtladconnect.com
Coraline [email protected]
Diane [email protected]
Mylène [email protected]
Editorial Staff Yvonne [email protected]
Jordan [email protected]
Photography. Die Dschungel-Helden © 2017 Broadcasting Companies, Inc. Alvin and the Chipmunks ©2014 Bagdasarian Productions, LLC
Graphic Design. Emilie [email protected]
www.rtl-adconnect.com@rtl_adconnect
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Kids & Total Video
Children are faithful consumers of Total Video content. Across
Europe, entertaining programmes engage the kids target group up to
1h46* per day.
RTL AdConnect offers children safe and educational content in 12 European markets. All
programmes are recognised and trusted by parents in each country and deliver responsible, inspiring, and
non-violent content.
Children keep watching linear TV (87% of German children consume it daily)- which dominates video consumption
in Europe. In order to fit the demand, RTL AdConnect offers quality content on 17 kids’ shows and 11 dedicated kids’
timeslots. Our large panel of platforms allows us to reach the next generation of digital and social media natives in Europe, always in
an educational environment.
Total Video solutions effectively promote products and reach our children audience. At RTL AdConnect, we set-up your campaign in complete
compliance with the local legislation, to fully associate your brand with the image and values of kids content.
*Source: Eurodata TV Worldwide – Kids TV Report 2017 - Edition 1 / Relevant partners, January-June 2017; studied countries: Germany, France, Italy, Spain, UK
2
Croatia
Germany
ItalyBelgium
HungaryAustria
TV TV TV
TV
TV
TV
TV
TV
Online
Online
Online
Online
Online
Online
Radio
Radio
Radio
Radio
France
Luxembourg
Reach MoreAudiences.Access the number one global & premium Total Video inventory
3Non-exclusive portfolio
Spain
Switzerland
The Netherlands
TV TV TV
TVOnline
Online
Online
Radio
Radio Global
United Kingdom
100+TV
Channels
300Digital
Platforms
30Radio
Stations
4
Total Video children's offerin every country
Reach MoreAudiences.
Spain
South Belgium
France
The NetherlandsUnited KingdomChannel/Timeslot Channels Channels/Timeslots
Timeslots
Timeslot
Channels
Online
North Belgium
Croatia
Online
Channel/Timeslot
Online
Online
Online
Online
Online
CITV3.3% Kids 4-9
All channels37.9% Kids 4-11
RTL Kockica23.7% Kids 4-14
RTL Telekids9.2% Kids 3-8
All channels except for Nick Jr.30.5% Kids 4-11
M6Kid8.3% Kids 4-14
Neox Kidz6.5% Kids 4-12
5
RTL kid’s channels are N°1 in Eastern & Central Europe: Germany, Austria,
Croatia, Belgium & German speaking Switzerland.
AustriaSwitzerland
Hungary
GermanyChannels/Timeslots
Italy
Channels Channels
Channel
Timeslots
Online
Online
Online
Online Online
Source: Eurodata TV | BARB / Kantar Media [United Kingdom]; Jan-Nov 2017, 6:00-20:00; Eurodata TV, Médiamétrie / Médiamat [France]; Jan-Nov 2017, Mo-Fr, 7:00-9:00; Eurodata TV, Kantar Media [Spain]; Jan-Nov 2017, 7:00-9:50;
My Eurodata TV, Stichting KijkOnderzoek (SKO) [The Netherlands]; Jan-Nov 2017 6:30-17:00; AGF/GfK Fernse-hforschung, TV Scope [Germany]; Jan-Nov 2017, 6:00-20:15; Eurodata TV, CIM / GfK Audimetrie [North Belgium];
Jan-Nov 2017, 6:00-20:00; Eurodata TV, Audimetrie CIM South [South Belgium]; 6:00-20:00, Jan-Nov 2017); Mediapulse TV-Panel [Switzerland]; Jan-Nov 2017, 6:00-20:15; AGTT/GfK TELETEST; Evogenius Reporting [Austria];
Jan-Nov 2017, 6:00-20:15; AGB Nielsen Media Research [Croatia]; Jan-Nov 2017, 6:00-20:00; Nielsen Audience measurement [Hungary] Jan-Nov 2017, Mon-Fri : 06:00-07:30; Auditel [Italy]Jan-Nov 2017, All day
All channels21.9% Kids 3-13 SUPER RTL
20.4% Kids 4-14SUPER RTL25.8% Kids 3-13
Kölyök Klub12.2% Kids 4-14Rai Gulp
3.5% Kids 4-14
6
Germany
Austria
Croatia
The Netherlands
Italy
South Belgium
North Belgium
Spain
Switzerland
France
Non-exclusive portfolio
United Kingdom
Popular kids brandson our TV channels
Reach MoreAudiences.
HungaryHungary
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United KingdomCITVNinjago: Masters of SpinjitzuMarvel’s Ultimate Spider-ManTeen Titans Go! What’s New Scooby-Doo
ITVNinjago: Masters of SpinjitzuBe Cool Scooby-DooMister Bean: the Animated SeriesHorrid Henry
France, SwitzerlandM6 KidMartineAlvin et les ChipmunksLes Souvenirs de MametteSammy & Co
W9Les SimpsonMa famille d’abordSodaMalcolm
SpainNeox KidzAngry Birds ToonsPiggy TalesRabbids la InvasionLos Padrinos Magicos
North BelgiumDisney Channel Soy LunaBackstageDescendants Wicked WorldDe Middleste Van 7
Disney Junior Jake and the Never Land PiratesMickey Mouse ClubhouseElena and the Secret of AvalorSofia the First
KadetPower Rangers Ninja SteelPokemonPokemon Go UpdateLego City
NickelodeonLegends of the Hidden TempleChica VampiroDroomkamersDe Ludwigs, Wie is de Dief?
Nick Jr.Dora’s Easter AdventureShimmer and ShineLittle CharmersPaw Patrol
VTMKzoomMy Little Pony, Equestria GirlBaba Yega OntdektDe Buurtpolitie ExtraBroer En Zus
South BelgiumClub RTLDisney Channel Backstage, les Coulisses du SuccèsDescendants: Génération MéchantsLa Reine des NeigesSoy Luna
Disney JuniorLa Maison de MickeyLa Reine des NeigesCapitaine Jake et les PiratesPrincesse Sofia
NickelodeonLa Malédiction du Temple MayaUn Ami qui Tombe Pile-poilNinjago, Masters of SpinjitzuLes Mystères d’Hunter Street
Nick Jr.
ItalyRaiGulpMako MermaidsMaggie & Bianca Fashion FriendsSoy LunaAlex & Co
HungaryJó reggelt,Skacok!Mickey Egér JátszótereCsorike és SzilveszterKölyök Klub Tom és JerryLego Ninjago
Austria, Germany, SwitzerlandSuper RTL & Toggo Plus Super Toy ClubWow Die EntdeckerzoneWoozle Goozle Weihnachtsmann & Co. KG
The NetherlandsRTL TelekidsLego CityBrandweerman SamThree Fu TomSuper 4
BOZDragons Defenders of BerkDragons Riders of BerkNinjago Masters of SpinjitzuNexo Knights
Cartoon NetworkJimJam
CroatiaRTL Kockica Masha’s Spooky StoriesSuper WingsWissperZak Storm
RTL TelevizijaKung Fu PandaPenguins of MadagascarSuperbookLego
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EDUCATIONAL
500+videos
ACTIVITIES
500+videos
UNBOXING
50+videos
KIDS MOVIES
5movies
KIDS SONGS
700+videos
DIY
400+videos
KIDS SHOWS
300+episodes
#1 Digital producer of Kids content
52+Channels
10+Languages
1.5BMonthly
Views
Source: Hooplakidz is represented by BroadbandTV; YouTube CMS, December 2017
Reach More
Associate your brand with Hooplakidz content,available for licensing
Reach MoreAudiences.Hooplakidz, inspiring and powerful YouTube channels for kids
9Source: Medialaan 2017
Reach MoreInsight.
1Screen
For kids, TV is still
by far the
#1
50%of children
between 4-14 watch TV
daily
Brands become content aggregators
Kids' viewing habits
Viewing behaviour is evolvingIn the past
Content needs to be personalised (e.g by gender, by age).
Kids favourite content are based on strong characters, strong personalities and strong local productions.
Today 4.3Screens
Digital
Analogue
Watch television anytime, anywhere
Limited television time
9 kidschannels + online offers
Limited channels – kids shows were not a focus
Content is available instantly, 24/7
Slow content access
Source: Medialaan 2017
10
Germany
Children 3-13
7.4M10%
Universe% of the population
France
Children 4-14
8.3M14.3%
8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00
TheNetherlandsChildren 3-8
1.1M6.8%
TheSouthBelgiumChildren 4-14
629K14.1%
SouthNorthBelgiumChildren 4-14
809K13.4%
North
Reach MoreInsight.Societal differences explain media consumption
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 basic normal schoolMon-Fri - No school on Wednesday
Pre-Schools: 2 half-days and a maximum of 4 days (a half-day lasts 3 hours)
Primary school (4 to 12 year old) Most schools are closed after 12:00/12:30 on Wednesday afernoon
School hours
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Daily TV viewing time
Ratings in %
Source: Eurodata TV, Stiching Kijkonderzoek (SKO)[The Netherlands], Mediametrie/Mediamat [France], CIM TV North [North Belgium], CIM TV South [South Belgium], AGF in Zusammenarbeit mit GfK; TV Scope 6.1 [Germany], Jan-Nov 2017
Germany
Children 3-13
1h12
France
Children 4-14
1h37
TheNetherlandsChildren 3-8
1h22
TheSouthBelgiumChildren 4-14
1h34
SouthNorth BelgiumChildren 4-14
1h20
North
5
10
15
20
25
22:3021:3020:3019:3018:3017:3016:3015:3014:3013:3012:3011:3010:3009:3008:3007:3006:30
France 4-14 N.Belgium 4-14The Netherlands 3-8Germany 3-13 S.Belgium 4-14
Morningpeak
Lunchpeak Back
fromschool
Prime time peak
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Brand appeal and advertising spark children’s interest
Sources: IP Touchpointstudie Toys, Ilovemymedia-panel, N=480, Question: How did your child become aware of this arti cle? (Base: children are decision makers N=300), Germany
Source of inspiration for kids to fi nd a product
4%love the book according to it
9%have seen it on the internet
32%have seen TV advertising
33%are fan of a brand
26%have seen it in the catalog
23%have seen it in the store
22%were influenced by friends
12%love the TV series
according to it
10%
20%
30%
40%
Reach MoreInsight.
13Sources: Study “Little Big Influencers” 2015, Viacom International, 6 countries, 6 to 13yo
In every country, parents greatly consider their child’s opinionHow parents value their child’s opinions
98%of children
are included in purchase
decisions
86%of children telltheir parents
what they should buy
GermanyTheNetherlands
Denmark Belgium Poland Sweden
95% 93% 92% 87%90% 90%
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360° brand partnershipwith RTL AdConnect
Reach MoreSolutions.
Your brand+ Kids TV brand
TV sponsorshipPoint of sale
Online
ProductEvent
Source: Implementation example by SUPER RTL
1515
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
Source: egta database
Advertising legislation for children
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.
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Reach More.
160MTV viewers on our channels
every day in Europe
100+Channels
76/100Top European commercial TV programmes
on our channels
7.5BnAdvertising contacts
on our channels in an average month
Create a unique and simplified access to RTL
Group’s Total Video portfolio for international advertisers
with RTL AdConnect
Up to
4h30 a day
Daily European radio usage
30Radio stations
36BnVideo views
per month (MCNs only)
93KContent creators
300+Online platforms
120M+Unique visitors on our VOD platforms per month
9BnVideo ad decisions per day (SpotX)
>95%Video Completion Rate on our VOD platforms
EuropeAustria [email protected]
Denmark [email protected]
France [email protected]
Germany [email protected]
Italy [email protected]
Poland [email protected]
Spain [email protected]
The Netherlands [email protected]
United Kingdom [email protected]
EU/ Middle EastTurkey [email protected]
Middle EastUAE [email protected]
North [email protected]
South [email protected] AsiaSouth Korea [email protected]
Bangkok [email protected]
HeadquartersStéphane Coruble, Managing [email protected]
Christophe Loisel, Deputy Managing Director [email protected]
Heads of Global & Total Video SalesChristophe [email protected]
Simone [email protected]
CommunicationCarine [email protected] MarketingDaniel Bischoff [email protected] TV Key [email protected]
FinanceBaptiste [email protected]
Reach More.
More contacts on www.rtl-adconnect.com@rtl_adconnect