TV is a Core Element in Children’s Lives

The opportunities to reach children via TV advertising have never been greater

The Simpson Family

Children’s viewing via the TV set remains remarkably resilient in 2016, during a year when alternatives to watching TV content have multiplied exponentially. We can see that total monthly reach for commercial TV remains unchanged since 2012 at 98%, and children are watching television for an average of 1 hour and 40 minutes per day. In addition to broadcast television, children are watching non-broadcast content via the TV screen for an additional 40 minutes per day which is an increase of 14% versus last year.

Furthermore, the opportunities to reach children via TV advertising have never been greater as the volume of commercial impacts continue to grow. Total broadcast impacts are up 7% in 2016 and Sky Media kids channels (including Milkshake on Channel 5) continue to account for the largest commercial share, with 52% of all kids impacts.

The appeal of VOD continues to grow for kids and July was Sky’s best performing month this year for Push VOD performance.  The school holidays have helped as top titles include ‘The Little Mermaid’, ‘Maya the Bee’ and ‘Zootropolis’ .  TV VOD viewing overall is up +20% year on year for kids.

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