By Marinette Dalbard, Client Servicing Director
We’ve already discussed how the pandemic has pushed everyone, including children, to spend more time in front of screens. It was a chance to try out new brands, think about what the family liked to watch, and be exposed to a wide range of entertainment possibilities.
As a result, Movies/TV Shows/Cartoons account for more than half of the world’s most popular brands (53 percent), with more than two-thirds of the Top 30 ranking in Brazil, Mexico, Poland, and Russia.
Video content continues to be the most popular in all countries. However, its share is below 50% in three European nations (Belgium, France, and Sweden), where Toys and Games brands are among the most popular. In addition, comics are popular in China with 27% of the population.
As a result, there are numerous chances for Entertainment brands to communicate with children, and IPs must be unique in order to stand out. The fastest way to generate interest, though, is to be visible on screen.
Starting at the age of ten, children’s interests broaden.
When the same ranking is examined among Boys 10 to 14, the image is quite different.
The distribution is substantially more even across categories. Three of them have a popularity of more than 20%. Movies, TV Shows, and Cartoons are included on the podium, however they are ranked second, behind Comics. The ranking is completed by Video Games and Apps.
Toys, on the other hand, confirm their diminishing influence.
The attractiveness of brands and IPs changes with time and grows more complicated as children grow older. The competition is becoming increasingly tough, encompassing a wide spectrum of content, not only participants in the same category. This is something that brands should think about while seeking for new opportunities.
Different indicators are defined in BrandTrends reports to assist you in measuring, monitoring, and enhancing brand performance.
Various insights have been used to depict Brand Popularity. BrandTrends takes it a step further by including Brand Preference, which aids in determining what drives Popularity and Liking.
This is a first step in recognizing a brand’s popularity, but it’s even more important to understand why and ensure that the preference is maintained.
This is why BrandTrends has included a question in its measurement to help them figure out what motivates people’s preferences. Respondents can choose the major reason why each of the brands they like is their favorite.
What an eye-opening discovery that Preference isn’t driven by fashion, impact, or commerce (15 percent of mentions each), but rather by transversality and the capacity to accommodate as many individuals as possible. As a result, the statement “for everyone” is the most popular around the world, with half of the respondents choosing it.
It’s less about how the brand supports individualism and more about how it can develop a strong relationship through the group. Finally, this is in line with our past findings regarding consumers’ desire to share and spend quality time with others.
This is a question of values and how brands might help our attempts to develop and strengthen family bonds.
And once you’ve discovered the recipe, there’s no reason to change it. “I’ve known for a long time,” is the second most essential factor for choosing a brand.
These two factors are important for all brands. Then, when you delve deeper into the data, you’ll notice some brand-specific characteristics.
In the samples below from the United States, we can observe that Marvel’s third reason for preference is fashion (‘is stylish’ / ‘the greatest ever’), whereas Lego is valued for its basic DNA of ‘endless playing.’
After determining their strengths and differences, each brand may develop a relevant strategy and ensure that they fulfill what makes them special in the eyes of consumers.
