Giraffe Insights: KATS – putting the magic back into kids media

Giraffe Insights launched the "Kids & the Screen: Changing the Channel" (KATS) study in partnership with the major UK broadcasters to track the viewing habits amongst children aged 2 to 12 years old, providing a complete picture of their video consumption.

One of a kind

As experts in kids, youth and family research, Giraffe Insights have been tracking viewing behaviours for over 6 years through our award winning 'Kids & the Screen: Changing the Channel' (KATS) study.

Prior to the launch of KATS, we were being asked by media owners, agencies and brands the same questions about kids' viewing habits across both linear and online platforms. Organisations were in the dark and needing to work across a range of individual measurement systems to understand this audience and their cross-platform viewing, data not yet available from traditional measurement systems such as BARB...

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