“There is obviously a migration from viewing live on broadcast TV on a TV set, to viewing on demand,” he said in a phone interview. “There’s a lot going on and the whole entertainment space is in a state of flux and children are at the nose cone of change, because they don’t have any established behaviours they are evolving away from.”
“The net effect of all of that is a diminishing inventory of traditional advertising breaks to target children, in some respect mitigated by a growing inventory of video on-demand advertising and YouTube pre-rolls,” he said.
Will Collin’s advice for the industry was that it needs to rebalance its advertising budgets to better reflect the audience’s viewing habits.
“It’s always been true that advertising budgets, media budgets, follow the audience’s eyeballs. However, there’s often a lag. Old habits die hard so people need to adapt and embrace new platforms,” he said.
Fundamentally, according to Collin, children’s TV advertising is getting quite messy.