Target Audience

CHILDREN'S TV

• How many children sit in front of a tablet or their parent's phone, watching YouTube and Netflix? 

• Games like Roblox, Minecraft and Fortnights are increasingly popular with children.

• Branding and logos for kids are often bright colours, saturated and playful.

According to Glance Media Metrie: 

"In H1 2024, 21 new children’s shows launched successfully, with over half being original creations. Highlights include 1000 Bornes Challenge on TF1, Mystery Lane on Rai Gulp, and Vida the Vet on CBeebies. These original programs resonate with young audiences, further cementing the demand for fresh content." (source)

Launching a new show aimed at children and families should be possible, although competitive.

"Among broadcasters, top-rated programs for this period reflect familiar favorites: The Loud House led viewership with 46.8 million hours watched by children while Bluey followed with 44.3 million hours. Paw Patrol held the third spot, amassing 40.5 million hours watched - a 3.6 million hour increase from H1 2023." (source)

Our target audience isn't specifically children - but we hope they will sit with their families to watch the show.

STREAMING SERVICES

Research by The Insight Family shows that amongst 6 to 9 year olds Disney+ plus increased their viewership by 45% in this demographic, whereas Netflix lost 8% (source). Interstingly, Disney also holds top spots for favourite television characters with children:

"In the UK, seven of the top 10 favorite characters among kids aged 10-12 are available to them on Disney+, ranging from MCU heroes, such as Spider-Man and Iron Man, to Homer and Bart Simpson, following Disney’s acquisition of 20th Century Fox in 2019."

Netflix doesn't hold any popular IP or characters in this regard. 

When it comes to targeted branding and advertising, TIF mention "Niche features and exclusives" are two examples of advertising that consumers use to gravitate towards a show or product. We should create specific advertising that is targeted towards each group in our audience.

WITH THEIR PARENTS

From GWI Kids, and the report "Kids These Days":

"Two thirds (64 per cent) of kids aged 8-11 watch TV shows with their parents always or most of the time, and over half (56 per cent) of those aged 12-15 do so. Crucially, around a third of 12-15 year olds say they decide what they watch."

One third of 12 to 15 year olds decide what they watch with their parents. 64% of those aged 8 to 11 watch tv as a family.  We need to make the show marketable to 8 to 11 year olds as they hold the key to what their parents watch!

MORALS

Glance also mention that "Environmental Awareness and Citezenship" is becoming important within children's programming. 

"in the Netherlands and De raad van Soekie in Belgium inspire viewers with themes of democracy and community responsibility, achieving substantial audience share increases among their target age groups." (source)

Likewise with GWI Kids:

"Pro-environmental attitudes and behaviours are top of mind for today’s teens. Some 44 per cent of 12-15 year olds say caring for the planet is important to them [...] This is reflected in their expectations of brands when it comes to environmentally friendly practices and CSR policies more broadly. Living and breathing these values should be every brand’s top priority." (source)

Some of the tv shows Glance discusses may be for a younger audience. Regardless, The Antichefs should have a clear moral standing on the environmental and social impact of food production, the source of ingredients and poverty. While we do feature luxury food, the meals should not cause a class divide! Children are becoming perceptive to social issues around the world (even if they don't fully understand it). 

DIVERSITY

According to recmedia.com McCain's advertising campaign has been successful at promoting their chips with a message of family and bringing people together. Their "We are Family" ads feature a diverse range of people from different ethnicities, backgrounds and abilities. 

This is something I am keen to replicate with The Antichefs. The children, families and chefs should be a true representation of our society and not shy away from featuring people who aren't your stereotypical white-British family.

If a child, parent or family sees themselves represented on the show, they may be inclined to watch it. Our show should inspire people from all around the world to cook and learn. However, this should be done in a way that does not make someone's identity feel used or abused purely for promotion - there's a careful balance to find.