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Understanding the Children’s Broadcasting Competitive Landscape

Challenge: Our broadcast client wished to speak to their target audience aged 8-12 to understand familiarity with and impressions of their channel and their competitors’ channels.  They also wanted to explore perceptions of their brand in comparison to its competitors. 

Solution:   A yearly tracking survey was undertaken.  This survey was conducted online.  Because of the age group of those being surveyed, parental permission was required for the kids to participate.  The language used was simple, so that the 8 year olds could read and understand it.  The programming was done in such a way to make the survey “fun” – with lots of graphics, opportunities to “drag and drop”, and sliding scales.

Results:   The client used the information to understand how they were achieving internal targets, to strategize about the changing competitive landscape, and to develop marketing and programming plans for the future.