Commodifying kids: Branded identities and the selling of adspace on kids' networks

In the intense competition for the attention and loyalty of children and amidst the proliferation of children's programming, effective branding has become crucial for media companies. Interestingly, branding has also become the essential mechanism through which media companies attract advertisers concerned with reaching narrowly segmented audiences. It not sufficient for media companies to claim significant audience share: they must also characterize the nature of their relationship with their audience in a manner that suggests that both the relationship and audience are unique. For commercial children's networks, this means that beyond creating brand identity and brand loyalty, the network must also promote the branding process as one which transforms children from viewers into consumers likely to purchase products advertised within its specific program format.

This paper traces critical developments in the evolution of the marketing and programming to children, and describes ad campaigns for Fox Kids and Nickelodeon targeted to advertisers. These ads, the authors contend, appeal to advertisers by inextricably linking network program format and audience, increasing the value of both in the process.

Key concepts:

• advertising
• branding
• children's market
• children's programming
• media communities
• market segmentation