Carousel TV channel an efficient platform for brand promotion

Transcription

1 Carousel TV channel an efficient platform for brand promotion

2 The leading Russian-language TV channel for kids «Carousel» channel is created by the decree of the President of the Russian Federation. The launch date for 24/7 broadcasting is December 27th, 2010 Included in the mandatory list of channels for free airing on digital TV networks, cable and satellite networks in Russia Carousel s audience is more than 55 million people: available in three time-zone versions in Russia: Central Russia (0), Siberia (+3), Far East (+7) international version: the CIS and the Baltic States, the USA, Canada, Israel and Europe

3 MISSION and FUNCTIONS MISSION: The mission of the channel - formation of moral principles, improving education, promotion of healthy lifestyle, patriotic education, promotion of family values Quality Security Modernity Interactivity Basic functions are the implementation of every child s potential and the development of unique individual abilities educational function unifying function cognitive function entertaining function

4 CHANNEL CONTENT Classic domestic animation and new Russian cartoons Best animated projects of Russian producers. Legendary characters.

5 CHANNEL CONTENT International animation and popular programs Purchased content from the world s top producers

6 CAROUSEL S AUDIENCE The core audience - moms with kids Male 45+ Male y.o. 10.7% 5.8% 4 11 y.o. Female % 35.9% 2.8% 26.4% 4.1% y.o. Female y.o y.o. Source : TNS Russia, TV Index, Russia (cities ), May 2015.

7 CAROUSEL S AUDIENCE Affinity,% y.o y.o. ж y.o. ж y.o. ж with kids Affinity Index - shows how a target audience is typical for the channel Source : TNS Russia, TV Index, Russia (cities ), May 2015.

8 TV viewing AUDIENCE 4 45 y.o. 1,2 1,0 0,8 0,6 0,7 0,7 TV watching rating during the day, % 1,0 1,0 0,8 0,6 0,6 0,5 0,5 0,5 0,5 0,6 Weekday Weekend 0,4 0,3 0,2 0,0 05:00-06:00 07:00-08:00 09:00-10:00 11:00-12:00 13:00-14:00 15:00-16:00 17:00-18:00 19:00-20:00 21:00-22:00 23:00-24:00 25:00-26:00 27:00-28:00 Source : TNS Russia, TV Index, Russia (cities ), May 2015

9 TV viewing Audience women with children! TV watching rating during the day, % 1,6 1,4 1,2 1,0 0,8 0,6 0,5 0,6 1,0 1,1 0,8 0,7 0,7 0,7 0,7 0,9 0,8 1,1 1,4 1,5 0,9 Weekday Weekend 0,4 0,2 0,0 05:00-06:00 07:00-08:00 09:00-10:00 11:00-12:00 13:00-14:00 15:00-16:00 17:00-18:00 19:00-20:00 21:00-22:00 23:00-24:00 25:00-26:00 27:00-28:00 Source : TNS Russia, TV Index, Russia (cities ), May 2015

10 The share of TV viewing First place among all channels by audience 4-10 years! 15,6 15,2 Share of the channel, % 8,1 5,6 5,5 3,7 DISNEY СТС Channel One Russia TNT RUSSIA 1 Source : TNS Russia, TV Index, Russia (cities ), May 2015

11 Karusel online Audience of the web-site SEX 68% 32% y.o. 28.6% AGE older than % under % 12.8% y.o. female male 39.0% y.o. * metrika.yandex, May 2015

12 Karusel online Audience of the web-site page views per month Visitors (unique users) Forum posts video views per month Depth of the view 5,8 time on the site, min 06:31 * metrika.yandex, May 2015

13 Karusel online Audience of the web-site Geography Central Federal District** Other Europe Belarus Kazakhstan Ukraine 3,8% Russia 2,0% 3,6% 4,0% 5,6% 81,0% 16,8% Saint Petersburg 5,4% Moscow 8,9% Crimean Federal District 1,2% Far Eastern Federal District 2,1% North Caucasian Federal District 2,9% 6,4% Urals Federal District 13,8% Volga Federal District Northwestern 4,7% Federal District** 9,4% Siberian Federal 6,9% District Southern Federal District * metrika.yandex, May 2015 ** Excluding Moscow and St. Petersburg

14 Карусель онлайн Examples of competition Title Draw summer Get closer to the Snowmen Participants Date May 2014 April 2014 February 2014 Specification Participants should draw on the pavement crayons drawing on the theme of " My Summer " and the logo of the channel Karusel Participants should pass an intelligence test by filling in the form on the website of the channel Karusel Participants should come up with idea and sculpt an original snowman with a minimum height of 1 m

15 CLIENTS

16 THE MOST INTERESTING PROJECTS Cartoons Mon-Fri am am 16.5% 0.7% 4.2% 0.2% 6.4% 0.4% 4 11 y.o y.o. women y.o. with children! Share Rating Source : TNS Russia, TV Index, Russia (cities ), May 2015., 06: : 00, Mon-Fri

17 THE MOST INTERESTING PROJECTS Cartoons Mon-Fri am am 12.1% 1.1% 3.9% 0.3% 3.9% 0.4% 4 11 y.o y.o. Share Rating women y.o. with children! Source : TNS Russia, TV Index, Russia (cities ), May 2015., 07: : 00, Mon-Fri

18 THE MOST INTERESTING PROJECTS Cartoons Mon-Fri pm pm 17.8% 2.9% 4.3% 0.8% 4.6% 1.1% 4 11 y.o y.o. Share Rating women y.o. with children! Source : TNS Russia, TV Index, Russia (cities ), May 2015, 19: : 00, Mon-Fri

19 THE MOST INTERESTING PROJECTS Cartoons Mon-Fri pm pm 19.3% 3.6% 4.7% 1.0% 4.9% 1.4% 4 11 y.o y.o. women y.o. with children! Share Rating Source : TNS Russia, TV Index, Russia (cities ), May 2015., 20: : 00, Mon-Fri

20 CHANNEL S AWARDS HOT BIRD TV AWARDS 11 The best children's channel BIG DIGIT 13 For contribution to the development of social responsible children's TV STAR BRIDGE 13 The best channel RF Government Award in the field of For the creation of Karusel channel