The Hindu Business Line : Cartoon Network adopts new rating mechanism for ads

Nine years since the kids' channel launched in India and ran as a frequency building niche channel for advertisers, it has graduated to positioning itself as a mass-based entertainment channel.

"This is a first for the channel in Asia," Ms Monica Tata, Vice-President (Advertising Sales), Turner International India Pvt Ltd, said on Monday.

The change follows television ratings showing that 70 out of the top 100 television programmes for kids in India are aired on Cartoon Network. The channel is the leading kids' channel in the country and among general entertainment channels in the kids' space, placed second (after Star Plus) in terms of channel share.

Further, an estimated 35-40 per cent of its viewers are adults, either watching along with their children or tuned in simply for the love of cartoons.

In tune with its transition to being mass based, Cartoon Network, beginning this month, has replaced its earlier slab system of advertising rates with a ratings-led mechanism akin to how the leading Hindi entertainment channels sell advertising space. Four slotted shows have been devised - Blockbuster Toons, Super Toon, Prime Toons and Wonder Toons.

According to Ms Tata, the ratings of the channel's programmes would be revaluated every quarter and depending on their individual standing, each programme would make it to and out of the slotted shows.

A ratings led-approach to advertising on Cartoon Network exists in some of the other Asian markets (for example, the market is wholly ratings based in Taiwan), but nowhere else in the region has the channel got positioned as a mass-based channel.

In India, the channel reaches 22 million C&S homes, the usual average to calculate audience size being four persons to every home.

The other options provided by the network here as part of its 360 degrees-approach to advertising like on the ground initiatives, school promotions and online advertising, will continue.

The new ratings led-mechanism is hoped to fetch better ad revenues for the channel as it allows the creation of a premium rate in the case of programmes with particularly strong ratings. Even with the old system, Cartoon Network's ad revenues here grew by 40 per cent last year and 38 per cent the year before that, Ms Tata said.

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