ASIA – Advertisements have always been targeted to those who have the money, the audience segment with the purchasing power–professionals, businessmen, or basically, adults who earn a living. But according to a study commissioned by Turner International, brands might be underestimating a small but significant segment of the TV audience.
Turner International, the home of Warner TV, Toonami, Boomerang, and Cartoon Network, the #1 kids’ channel in the Philippines and in Asia for 20 years, explains that the study showed children greatly influence their parents’ choice of products.
In an interview with adobo, Phil Nelson, Tunrner International’s Senior Vice President and Managing Director in North Asia and Southeast Asia Pacific said that advertisers have an impression that child-oriented channels like Cartoon Network are just for kids and therefore products should only be about toys and snacks. But little do they know that kids’ channels encourage family viewing, giving brands the opportunities to advertise not just toys but as well as household products, vacations, and cars.
“Cartoon Network should be a destination for non-traditional advertisers like cars, for example, as long as the ads are properly made for family viewing,” said Nelson.
Turner Intertnational regularly commissions studies about its consumers. In November, they released a study about the Plurals and the power of children connected on multiple platforms.
