In 2015, the kids’ genre was led by innovation and channels were seen betting big on content and experience. A gradual change was felt in the advertiser’s perspective on the genre and out and out promotions on various social media platforms, OOH were focused upon.
According to the FICCI KPMG 2015 report, top ad spenders from the kids’ genre channels are malt foods, confectionery, fast food, and ice cream brands. Though, kids’ brands do not constitute more than 10 per cent of the total base of advertisers, the categories which advertise for the kids’ genre are increasing due to advertisers targeting parents or the pester power of children.
Disney v/s Nick
The competition between Disney and Nick has been a long one. India having one of the largest cartoons watching kids’ population the need for kids’ content has been increasing. FICCI KPMG Report 2015 states that Disney channels Doremon ranked No. 1 in the Top 10 favorite kids’ show. Nick’s Ninja Hatori and Motu Patly followed at the 3rd and 4thpositions and Sonic’s Power Rangers Super Samurai at the 9th positions respectively.
Both the channels have been trying a variety of options introducing vivid characters and relooking at content strategies.
According to Nielsen’s global report, Disney Channel averaged 1.234 million viewers globally during any average minute during the calendar year spanning Dec. 29, 2014 to Dec. 27, 2015. Nickelodeon was beaten out (1.231 million) by about 30,000 viewers. Nickelodeon held the advantage in the key kids 2-11 demo (642,000 vs. 607,000), but Disney Channel fared better in other kids categories like 6-11 (423,000 vs. 328,000, its second largest margin ever) and 9-14 (406,000 vs. 212,000, winning by a record margin).
Strategies in 2015
Disney channel rebuilt its identity from being a kids’ channel to a family channel with a variety of new family shows that focused on narrating stories and introducing characters uniquely tailored for its audiences. Primarily aimed at children and pre-teen for the age group 4 to 14 years it introduced a lot of local flavor with which the audience could relate to.
With a strong line up the channel featured shows such as Doraemon, Best of Luck Nikki, Palak Pe Jhalak, Lage Raho Chachu, Phineas and Ferb etc on weekdays followed Vicky and Vetaal, Maanna Maan Main Tera Mehman, Zindagi Kuch Khatee Kuch Meethee on the weekends. A major achievement globally was the path breaking Numero Uno network position that it achieved by the end of 2015.
On the other hand, Viacom 18’s Nickelodeon created a multi-platform brand experience with a view to provide both education and entertainment to kids across all age groups. Sonic India was seen targeting action loving young adults where as Kids Jr targeted at kids between 2-4 years and Nick Teen focused at teens.
The Nickelodeon brand mainly focused on innovative and engaging initiatives. The channel stepped ahead with the launch of its high definition – Nick HD+ introducing one of the best local and international content such as ‘never seen before’ episodes of Dora The Explorer and Sponge-bob Squarepants, international shows such as Marvin Marvin etc. The channel also introduced Shiva to its local kitty Motu Patlu and Pakdam Pakdai.
Strong marketing nexus
Nickelodeon focused on promoting the brand through a 360 degree marketing campaign with teasers promoting the show through their home network channels and expanding marketing and promotion measures through retail, van activities, OOH, digital etc.
Nick launched its new campaign Big Green Help 2015 recalling Prime Minister Narendra Modi’s Swachh Bharat initiative. The campaign provided information and tools for kids to understand various environmental issues and was seen empowering and encouraging kids to save the planet and its resources.
The channel celebrated, ‘Nickelodeon Party Hard with Motu Patlu’ and ‘Sonic Jo Dekhega Wo Jeetega’ aimed at making school time special by curating a high octane entertainment and engagement event with kids.
In the last week of 2015, Nick was seen topping the chart with 133 GVTs whereas Disney Channel stood third with 92 GVTs. A difference of one position in the last week shows the steep route through which both brands will have to survive to lead the genre.
While Disney finally reclaimed lead after a decade, maintaining the position is going to be tough. Both channels will have to up their ante to adapt to the changing content consumption trend, especially with awaited DAS expansion.
