Total Video. Audiences, Insights & Solutions. Kids' Trends. A Kids' Trends 2019.

Transcription

1 Total Video Audiences, Insights & Solutions Kids' Trends A Kids' Trends 2019.

2 B Audiences. Alvin and the Chipmunks

3 Engaging with Total Video Total Video experience is key for brands that want to engage the Kids target group at any time and on any device. As true digital natives, children these days are screen-savvy. No matter the platform or the screen, children are genuinely impacted by the power of Total Video. watch a lot of shows by influencers that inspire them and match their individual tastes. This is a great opportunity for brands! RTL AdConnect gives simplified access to thousands of talented YouTubers worldwide. While children may be strong consumers of online video, they still remain loyal to, watching on average 1h32 hours daily of television content*. With a wide offer of programmes in 12 European countries, RTL AdConnect provides quality content in a completely brand safe environment. Offering the best of and online video, RTL AdConnect creates tailor-made solutions for advertisers, ensuring they make the right media decisions for their pan-european campaigns. With the power of Total Video, RTL AdConnect allows brands to branch out beyond domestic audiences and discover a new and simple way to reach more! *Source: Page 11, studied countries: North Belgium, South Belgium, France, Germany, The Netherlands, UK. 1 Kids' Trends 2019.

4 Access the #1 global & premium Total Video inventory Austria Croatia Germany Belgium France Radio Radio 2 Audiences. Non-exclusive portfolio.

5 160+ Channels 300+ Digital Platforms 30+ Radio Stations Hungary The Netherlands Switzerland Italy Radio United Kingdom Luxembourg Spain Radio Radio Global partners 3 Kids' Trends 2019.

6 A Total Video children s offer in every country United Kingdom France The Netherlands Channel/Timeslots CI 3.2% 4-9 Timeslot M6Kid 7.3% 4-14 Channels/Timeslots RTL Telekids 8.6% 3-8 North Belgium South Belgium Spain Channels All channels* 35.7% 4-11 Channels Kids channels 28.7% 4-11 Timeslot Neox Kidz 5.4% 4-12 Movie nights 4 Audiences.

7 RTL children's channels are #1 in Germany and Belgium Germany Channels Switzerland Channels/Timeslot Austria Channels All channels 22.3% 3-13 SUPER RTL 22.4% 4-14 SUPER RTL 14.0% 3-13 Croatia Italy Hungary Channel/Timeslot RTL Kockica 21.3% 4-14 Channels Rai Gulp 3.1% 4-14 Timeslot Kölyök Klub 9.7% 4-14 Sources: Eurodata, BARB / Kantar Media [United Kingdom]; Jan-Nov 2018, 6:00-20:00; Eurodata, Médiamétrie/Médiamat [France]; Jan-Oct 2018, Mon-Fri, 7:00-9:00; Eurodata, Kantar Media [Spain]; Jan-Nov 2018, Mon-Fri 7:30-10:00; My Eurodata, Stichting KijkOnderzoek (SKO) [The Netherlands]; Jan- Nov 2018, 6:30-17:00; AGF/GfK Fernsehforschung, Scope [Germany]; Jan-Nov 2018, 6:00-20:15; Eurodata, CIM / GfK Audimetrie [North Belgium]; Jan-Nov 2018, 6:00-20:00; Eurodata, Audimetrie CIM South [South Belgium]; Jan-Nov 2018, 6:00-20:00; Mediapulse -Panel [Switzerland]; Jan-Nov 2018, 6:00-20:15; Evogenius Reporting [Austria]; Jan-Nov 2018, 6:00-20:15; AGB Nielsen Media Research [Croatia]; Jan-Nov 2018, 6:00-20:00; Nielsen Audience measurement [Hungary]; Jan-Nov 2018, 06:30-10:15; Auditel [Italy] Jan-Nov 2018, all day. 5 Kids' Trends 2019.

8 The most powerful children's content is on our platforms France Alvin et les Chipmunks 100,000 viewers: children 4-14 yo NEW Italy Spiderman NEW North Belgium Barbie Dreamtopia 6 Audiences.

9 Germany Paw Patrol - Helfer auf Vier Pfoten 110,300 viewers: children 3-13 yo United Kingdom Ninjago Masters of Spinjitzu 29,400 viewers: children 4-9 yo Spain Rabbids La invasión (3D) 4,200 viewers: children 4-12 yo Sources: Jan-Dec 2018 and Sep-Nov 2018 for France; BARB / Kantar Media [United Kingdom]; Médiamétrie/Médiamat [France]; AGF/GfK Fernsehforschung, Scope [Germany]; Kantar Media [Spain]; Rai Pubblicita [Italy], Medialaan [North Belgium]. 7 Kids' Trends 2019.

10 The best children's influencers from our Multi-Platform Networks Italy Me contro te 3.1M subscribers 143K likes 1.3M followers The Netherlands De Zoete Zusjes 258K subscribers 15K followers 8 Audiences. United Kingdom Louise Pentland 2.5M subscribers 981K likes 2.4M followers 2.2M followers

11 Sweden Babblarna 263K subscribers Germany Sevins Wonderland 141K subscribers 56K followers Italy Vittorio Loffredo 430K subscribers 114K followers Sweden Family Playlab 3.5M subscribers 15K followers Sources: Nota; Rai Pubblicità; IP Luxembourg; IP Deutschland; United Screens. 9 Kids' Trends 2019.

12 Societal differences explain media consumption Target group universe % of the population North Belgium K 13.3% South Belgium K 13.8% France M 14.3% Germany M 9.8% The Netherlands 3-8 1M 6.7% School hours 8:00 9:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 Kindergarten (3 to 6 years old) (from 6 years old) Maternelle/Primaire (3 to 10 years old) Mon-Fri - No school on Wednesday (from 10 years old) Kindergarten and regular school Mon-Fri - No school on Wednesday Pre-School 2 half-days and a maximum of 4 days (a half-day lasts 3 hours) 10 Insights. Primary school (4 to 12 years old) Most schools are closed after 12:00/12:30 on Wednesday afernoon*

13 love Total Video content North Belgium 4-14 South Belgium 4-14 France 4-14 Germany 3-13 The Netherlands 4-14 United Kingdom h 01 2 h 25 1 h 36 1 h 03 0 h 53 1 h 15 A typical day for children across Europe 25 Prime time peak Morning peak Lunch peak Back from school :30 07:30 08:30 09:30 N.Belgium 10:30 11:30 12:30 13:30 14:30 15:30 16:30 17:30 18:30 19:30 20:30 21:30 22:30 S.Belgium France Germany The Netherlands United Kingdom Sources: CIM North [North Belgium]; CIM South [South Belgium]; Mediametrie/Mediamat [France]; AGF Videoforschung in Zusammenarbeit mit GfK; videoscope 1.1, Marktstandard: [Germany]; Stiching Kijkonderzoek (SKO) [The Netherlands]; BARB AdvantEdge [United Kingdom]; Mon-Fri, Jan-Nov Kids' Trends 2019.

14 Brand appeal and advertising spark children s interest Motivational factors in children's product choice 33% are a fan of the brand 32% have seen the advertisement 26% have seen it in the catalogue 23% have seen it in store 22% were influenced by friends Parents care about their children s opinions and needs 12 Insights. Sources: IP Touchpointstudie Toys, Ilovemymedia-panel, N=480, Question: How did your child become aware of this article? (Base: children are decision makers N=300), Germany.

15 Advertising legislation for children Centre breaks allowed? Sponsorship allowed? Germany France The Netherlands PUBLIC PRIVATE * PUBLIC PRIVATE PUBLIC PRIVATE * * Transmission of the sponsorship logo is prohibited. All advertising for any processed food and drinks with additives must be accompanied by a message on the benefits of a balanced diet. *Programme has to be longer than 30 min. Note: advertising for food high in fat, sugar and salt is prohibited when aimed at children younger than 7 y.o. Belgium N. PUBLIC PRIVATE Dental warnings required for foods high in fat, sugar, and salt. Belgium S. PUBLIC PRIVATE All advertising is banned in children s programmes on public (for children under 12). UK PUBLIC PRIVATE * * * If the programme is <30 mins, ad breaks are not allowed within children s programmes. Note: no advertising of products high in fat, sugar and salt. Spain PUBLIC PRIVATE n.a. n.a. At least 30 minutes between each ad break. Advertising must not Directly exhort a consumer to buy a product by exploiting their inexperience or credulity Directly encourage children to persuade their parents to buy a product Exploit the special trust that is placed in parents/teachers/others Include product placement. Extension of the Audiovisual Media Service Directive s scope: Video-sharing platforms (YouTube, etc.) must set up codes of conduct to protect minors from accessing harmful content. 13 Kids' Trends 2019.

16 We can make your brand stand out thanks to our premium environments Split screen Overlayer Programme sponsorship Reach Brand content Product placement Engagement Branded Solutions Digital Targeting 14 Solutions. Influencers Homepage

17 Classic spot 5-60 seconds Addressable Pre-roll VOD Pre-roll YouTube Bumper ads In-text Display 15 Kids' Trends 2019.

18 Reach your target audience on television thanks to our Addressable solution Scalable reach Targeting Trusted medium Brand safety ADVERTISING Addressable DIGITAL AD TECHNOLOGY Frequency control CPM-based buy Brand impact Real time data Hbb connected sets in Europe * 10M sets 2.5M active 27.8M sets 25M active 1.4M sets 1.3M active 16 Solutions. 4.8M sets 2.4M active 2.8M active *The Hbb specification is developed by industry leaders to improve the video user experience for consumers. Source: RTL AdConnect.

19 Video Marketplace by RTL AdConnect, the largest premium video inventory in Europe 53Bn video views per month 120M unique users per month 35K content creators Premium. Brand safe. Transparent.

20 Reach More. RTL AdConnect 43, boulevard Pierre Frieden L-1543 Luxembourg