Digivolving digital kids

The following paper demonstrates how, in an increasingly competitive and cluttered media marketplace, sophisticated audience research can work with and compliment marketing strategy in order to pinpoint targets, minimise wastage and identify growth opportunities.

Digivolving Digital Kids

Using audience measurement to capture a fickle audience

Shari DonnenfeldandCaroline DukesFox Kids

Introduction

The arrival of digital television in the autumn of 1998 provided new impetus to the growth of multichannel television. The...