With 211 Million Kids in Indian TV Homes and one in every four TV viewers being a Kid, Kids genre contributes a whopping 20 percent of the Total TV Viewership in India.
TV is Growing, and so is KIDS Viewership:
Over the years, Kids continue to increase their engagement with Television as the Average Time Spent Watching TV is constantly growing from 3 hrs 19 minutes in 2016 to 3 hrs 34 minutes in 2018 (towards Total TV viewership) and in-terms of Kids Channel Viewership the same has surged from 59 minutes in 2016 to one hour 14 minutes in 2018. With this, the weekly viewership of Kids channels has reached a remarkable 68 Million impressions.
What Attracts Kids More…!
Kids are skewed towards Film based with this segment garnering 472 impressions per minute assuring better ROI for the investment. Cartoon and Animations series take the next highest spot with 158 impressions per minute. Kids are also attracted towards Game shows, Talks shows and Quiz shows with this segment content occupying 46 impressions per minute.
A little deeper analysis into the viewership pattern of Kids (2-14 yrs / Imp’000s / wk 1 to wk 32 in 2018) reveals that 52% of the Kids viewership in Total TV are Boys and the same becomes 61% of boys and 39% girls in Kids segment.
In addition, Total TV attracts 46% Urban Kids and 54% Rural Kids against Kids Channels attracting 61% Urban viewership and 39% from Rural. With the growing influence of Kids towards the buying decision of their parents in various product categories, Kids Channel with 61% Urban Kids viewership turns out to be a very significant factor for marketers.
Weekends & Holidays are the good time to ‘catch’ KIDS
Consumption of Kids genre peaks during weekends and also they have the habit of watching more TV during the day part of weekends and holidays with average impressions touching the upper limits in the rating chart.
Weekend day part timeband between 8 AM to 3 PM shows significant spike reaching the levels of 30K (000s) impressions against the weekdays average of 20K (000s) impressions with the genre attaining its upper limits between 10 AM to 2 PM.
Apart from weekends, Kids also watch more TV during from festival holidays such as Navratri, Diwali, Independence Day and Christmas and also during the Summer Vacations and Cricketing seasons like T20 Tournaments. The ATS during these festival holidays and cricketing events touches as high as 3 hours and 43 minutes.
The Insights on “Understanding Indian Kids and Their Viewing Habits” which, delves deep into the viewing habits of Indian Kids, are based on the detailed knowledge session extended by BARC India’s COO, Romil Ramgarhia at the atf Kids Summit 2018 at Hyderabad on 31st August 2018.