How a global agency network filled the digital gap in a national kids study.
A global agency network was building a definitive report on children’s lives in a single European market, for planners across its agencies. Broadcast measurement answered the television question well. Nothing answered the rest of a child’s day.
A television-shaped view of a child’s day
The network wanted one authoritative view of kids’ lives in market, covering career aspirations, the things children worry about, their influence on family purchasing, and media consumption.
The national broadcast panel handled television rigorously and stopped there, which is exactly what it is designed to do. That left the digital half of a child’s media day, and the attitudinal picture behind it, unmeasured.
Two sources, no overlap
Television insight came from the national broadcast panel. The Insights Family supplied the digital media perspective alongside the attitudinal material that panels are not built to capture: aspirations, concerns and the role children play in household decisions.
Keeping the sources distinct mattered. Each was used for what it measures best, and the report could be explicit about where every figure came from.
One reference, distributed across the network
Planners across the network’s agencies got a single reference for the market rather than assembling a view from partial sources, with the digital and attitudinal gaps closed.
Because the underlying data is continuous, the same report can be refreshed rather than rebuilt when planning comes round again.
Broadcast panels are excellent at measuring broadcast. The problem is that a child’s attention stopped being broadcast-shaped a decade.
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