Turner Australia Conducts New Generations 2018 Children’s Survey

Turner Australia Conducts New Generations 2018 Children's Survey

Turner Australia Conducts New Generations 2018 Children’s Survey

Today (26th July), Turner Australia (owners and operators of Cartoon Network and Boomerang in Australia) has released its findings from this year’s New Generations 2018 report in Melbourne and Sydney, the survey was conducted to find out what forms of entertainment children aged between 4 and 14 enjoy and also by what method and medium they consume content and also to find out how they get info on the latest products. The New Generations survey offers an insight into the lives of Australian children, including their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence, the survey is now in its 13th edition and over 20,000 child-and-parent pairs have been interviewed since the survey’s first edition.

According to the survey, TV remains to be the most popular entertainment medium for kids (in terms of monthly usage), despite recent growth in short-form video platforms. On average, kids watch more than two and a half hours of television and movies across all devices and platforms during a usual day, and then spend around 75 minutes on short-form video platforms. Also according to the report, cartoons remains to be favourite type of TV content watched by kids, followed by movies and live-action kids shows.

Since the last survey in 2016, penetration of newer technology has increased in households with kids, the amount of homes with streaming devices has increased by 124%, smartwatches increased by 69% and VR devices increased by 60%. Almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

Short-form video viewing was the most common online activity for kids on websites and apps, with 73% of children surveyed. Although, there’s a high consumption rate for online media, the usage of individual video channels on YouTube remain to be more split up. Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were all listed among the top five YouTube channels. Online games overtook homework in this year’s survey of online activities. Minecraft remains to be the top game for boys and girls, but Fortnite was the second most popular game for boys.

As part of the research, Turner has developed AdLab, to find out the effectiveness of advertising aimed at kids, this includes metrics such as ad likeability, brand recall, and purchase intent, this applies to television advertising and advertising on online platforms. According to the research, TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent. On websites, ad formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more effective, achieving double the recall of standard digital ads. Research also showed that ads appearing within content for the same brand had a higher recall (+35%) and purchase intent (+25%).

From The Turner Asia-Pacific Press Release: Turner Commissions Large-Scale Study Of Australian Kids’ Viewing Behaviour: ‘New Generations’ report reveals favourite influencer channels, most popular platforms and device usage; social media trends and ad effectiveness

Turner Australia has unveiled the findings of its latest New Generations report at events in Melbourne and Sydney this week, lifting the lid on what makes our youngsters tick. The report looks at a variety of aspects facing children aged 4-14 including screen time, content preferences and how they find out about the latest products.

“Understanding the minds of the next generation of content consumers is never an easy task. The kids we spoke to are true digital natives who play by very different rules to us and this report has really thrown up some interesting data,” said David Webb, Turner’s Senior Director of Data & Insights for Asia Pacific.

What Are Our Kids Watching?

Despite the rise of short-form video platforms, TV remains the largest medium in terms of monthly usage for kids, according to Turner’s New Generations report.

On average, kids are consuming more than two and a half hours of television and movies across all devices and platforms on a typical day, and spend a further 75 minutes on short-form video platforms. Cartoons remain the favourite type of TV content watched by kids, followed by movies and live-action kids shows.

“Never before have children had so many content and platform choices – but TV is still the major player for youngsters, and it’s also clear that they still love animation,” added Mr Webb.

Penetration of newer technology has increased amongst households with kids, with streaming devices (+124%), smartwatches (+69%) and VR devices (+60%) having all seen large uplifts in ownership since the last survey in 2016. And while almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

What Are Our Kids Doing Online?

Short-form video viewing was the most common online activity for kids on websites and apps (73%).

Despite high platform consumption, usage of individual on-line video channels remains highly fragmentated, and of the myriad of YouTube channels available, Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were listed as the top five.

Online games overtook school/homework in this year’s survey in terms of key online activities. Minecraft remained the top favourite game for both boys and girls, although recent sensation, Fortnite, was the second-highest favourite title for boys.

Social media usage remains much lower for kids, especially those aged 12 and under, with only a quarter (27%) using any platform in the last month. Instagram has overtaken Facebook for the first time in the New Generations history, with nearly half of the kids using Instagram of which 87% have their own account.

Turner AdLab

As part of the research Turner also developed AdLab, in order to determine the effectiveness of advertising to kids. The study researched key effectiveness metrics such as ad likeability, brand recall and purchase intent within TV, short-form video platforms and website environments.

The research revealed that TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent.

“What we saw was that purchase intent increased when an ad was shown on TV only, compared to YouTube only, but further increased when seen on both TV and You Tube. This information could provide brands with better information to plan their campaigns.” said Mr Webb.

In the website test, premium digital formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more impactful, achieving double the recall of standard digital ads.

Content environments also played a key role in driving effectiveness with ads performing better on all key metrics when kids liked the surrounding content. The research also showed that ads appearing within content for the same brand achieved higher recall (+35%) and purchase intent (+25%).

Turner Australia is the company behind brands such as Cartoon Network and Boomerang, and YouTube platform Mega Awesome Wow.

About Turner’s New Generations Report 2018

New Generations is Turner’s pioneering kids’ survey to better understand Australian kids’ lifestyle – their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence. Celebrating its 13th edition in Australia, the long-established and respected research has interviewed over 20,000 child-and-parent pairs since its inception.

https://www.cartoonnetwork.com.au
http://www.boomerangtv.com.au

Cartoon Network Africa Wins First Place For Coolest Kids Channel In Generation Next Survey

Cartoon Network Africa Wins First Place For Coolest Kids Channel In Generation Next Survey

Cartoon Network Africa Wins First Place For Coolest Kids Channel In Generation Next Survey

The South African newspaper – Sunday Times has released results from the 13th edition of their Generation Next Youth Brand Survey and according to the survey, it’s Turner’s best ever results for their children’s channels. The survey was conducted not only to find out kids’, teenagers’ and young adults’ favourite brands but also their thoughts, minds, desires and needs. According to the survey, Cartoon Network has been voted the number one “Coolest Kids TV Channel’ for 2017 (20% of the vote), climbing from fourth place in 2013 (14.2%). Cartoon Network also achieved second place in the “Coolest TV Channel” category for the second consecutive year. Also according to the survey, Regular Show is the 2nd “Coolest Cartoon Show” in South Africa, with Teen Titans Go! also being in fifth place. Also, Rigby and Mordecai from Cartoon Network’s Regular Show, were voted the 6th and 8th “Coolest Animated Brand Characters” in the whole of South Africa.

Boomerang has also seen an increase in popularity, doubling from 4.5% to 9.8%, Boomerang’s infamous cat and mouse frenemy duo – Tom and Jerry was voted the “Coolest Cartoon Show” for the third year in a row and also earned the top spot in the “Coolest Animated Brand Characters” category. Mr Bean: The Animated Series achieved 7th place in the ‘Coolest Animated Brand Characters’ category while reaching 9th place in the “Coolest Cartoon Show” category. In the 2017 survey, Boomerang was ranked as the 5th “Coolest Kids Channel”. The survey was conducted by HDI Youth Marketeers on behalf of The Sunday Times, and congratulations to Turner Africa for the fantastic results.

From The Turner Africa/Burson-Marsteller Press Release: Turner Kids is Just Too Cool for School! Turner’s kid focused channels, Cartoon Network and Boomerang, recognised and voted top of their class in Generation Next Youth Brand Survey

The results of the 13th Sunday Times Generation Next Youth Brand Survey, conducted by HDI Youth Marketeers, have been made public, and get this, Turner’s cartoon characters and channels are right up there rocking the votes with its best performing year ever!

The Youth Survey, aimed at tapping into the thoughts, minds, desires and needs of the local youth market, aged between eight and 23, really allows brands to understand where they are at in the minds of their consumers.

Over the past five years, Cartoon Network has in the Kids TV Channel category gone from 4th place in 2013 (at 14.2%) to first place in 2017 (at 20%). Not only has the channel snatched the top spot after having been voted the #1 ‘Coolest Kids TV Channel’, but also achieved 2nd spot in the overall ‘Coolest TV Channel’ category for the second consecutive year. Cartoon Network also featured twice in the top five for the ‘Coolest Cartoon Show’ with Regular Show and Teen Titans Go! coming in at #2 and #5 respectively. To top it off, Rigby and Mordecai from the Regular Show, were voted the #6 and #8 ‘Coolest Animated Brand Characters’ in the whole of South Africa!

Boomerang has also grown over the past five years, doubling from having a 4.5% vote, to a 9.8% vote, Boomerang’s famous cat and mouse dynamo duo, Tom & Jerry was voted the ‘Coolest Cartoon Show’ EVER for the third year in a row! The partners in crime also scooped top spot in the ‘Animated Brand Characters’ category and, the Boomerang channel rated the 5th ‘Coolest Kids Channel’ overall. The continuing escapades of Mr Bean: The Animated Series affirmed its position as the #7 ‘Coolest Animated Brand Characters’ while coming in at ninth place overall for the ‘Coolest Cartoon Show’.

Catherine Bothma, MD of HDI Youth Marketeers says: “This has been the first year that Turner Kids TV channels has been so rewarded in this study, winning across age categories (kids, teens and young adults), which was interestingly dominated by a male vote. They beat last year’s winner, who placed second this year, by a considerable 3.7% margin.”

Pierre Branco, VP and Managing Director of Turner Africa says: “We here at Turner are so pleased with the results! It is so wonderful to watch our channels and characters live, grow and thrive – especially in such a competitive environment where children are absolutely spoiled for choice. This is an affirmation that Turner’s kids channels have entrenched themselves in the South African youth and are seen to be cool and widely loved. Congratulations to everyone concerned and a huge thank you to all our consumers who voted for us!”

http://www.sundaytimesgennext.co.za

http://www.cartoonnetworkafrica.com

Boomerang UK National Pet Month 2017 Study

Boomerang UK National Pet Month 2017 Study

Boomerang UK National Pet Month 2017 Study

According to a study conducted by the Boomerang UK TV channel for this year’s National Pet Month, Dads are more likely than mums to post videos and photos of their pets on social media. Also according to the study, 64% of families in larger households take hilarious and adorable photos and videos of their pet at least once a day. Half of parents (50.5%) allow their children to watch animal-related programming because animal shows bring happiness and laughter.

Boomerang is a TV channel is known not only for its mix of classic and contemporary animation but also for its animal cartoon characters, the channel is home to some of the UK’s most loved animated characters, Scooby-Doo (No. 1 in the UK) and Tom and Jerry (No. 3 in the UK) and also for its Pet of the Week promotion, where viewers can upload videos and photos of their pets on the Boomerang UK website for the opportunity to see their pet on TV. Also the study found that a quarter of parents and kids name their pet after a character from a cartoon or film.

In a pet “wishlist” survey with kids aged twelve and under, dogs came in first with 44.4% of the vote, followed by cats (28.6%), horses (19.2%), elephants (15.6%) and finally, bears (13.9%).

From The Turner UK Press Release: Dads More Likely Than Mums To Snap A Photo Of Their Beloved Pet At Least Once A Day: 63% of kids and parents claim that one of the qualities they value most in their pet is their ability to always make them laugh. Dads more likely than mums to be the “famous” animal Instagrammer in the household

The most famous mum on the planet, Kim Kardashian, may be the Queen of the selfie, but a recent study from Boomerang TV channel in the UK found that dads were the expert at snapping photos and videos of their pets for some quick likes on social media. The study found that 64.4% of families in larger households take hilarious and adorable photos and videos of their pet at least once a day, with dads more likely than mums to document their pets’ interactions.

Boomerang, the proud channel home of world-renowned animal characters like Tom and Jerry, Scooby-Doo and Bugs Bunny, released the results to coincide with National Pet Month in the UK and highlight the starring role animals play within families both on and off-screen.

With just over half of parents citing laughter and happiness among the primary reasons for letting their children watch animal-related programming (50.5%), it also came as no surprise that Scooby-Doo ranked number one amongst kids’ all-time favourite cartoon characters, followed by Peppa Pig in second place and Tom and Jerry in third. Furthermore, the study found that a quarter of parents and kids make the decision to name their beloved pet animal after a character from a cartoon or film.

Elephants made the top five in a pet “wish list” amongst kids twelve and under, dogs came in first with 44.4% of the vote, followed by cats (28.6%), horses (19.2%), elephants (15.6%) and finally, bears (13.9%).

Whether on-screen in their favourite cartoon or TV show, or as part of their daily interaction with a family pet, it’s clear that kids and parents alike enjoy a regular dose of humour thanks to the planet’s furry (and scaly!) friends.

Catch the best of Scooby-Doo every Saturday from 1pm-4pm, followed by the best of Tom and Jerry every Sunday from 1pm-4pm on Boomerang.

http://www.boomerangtv.co.uk