Ormax Small Wonders A Kids Popularity Tracking Study August 2013 - PowerPoint PPT Presentation

Ormax Small Wonders A Kids Popularity Tracking Study August 2013

ORMAX SMALL WONDERS  Ormax Small Wonders is a bi-annual study that tracks the favorite television characters of kids  Each report gives a ranking of the favorite characters among kids  Along with reasons for liking a character  The report also gives a ranking on 17 other parameters  The findings of the 8 th edition of the report are now available

OBJECTIVES OF THE STUDY To rank favorite characters amongst kids Identify key parameters that make kids characters popular To understand shifts in character popularity over time To understand the reasons behind the popularity of the favorite television characters To rank the favorites across the 17 parameters measured To identify differences by segments (gender, age, SEC, markets)

17 PARAMETERS MEASURED Favorite TV Favorite TV Character – Character – Kids Channel Hindi GECs Favorite Star – Favorite Star – Male Female Favorite Non- Favorite Cricketer Cricket Sportsperson

17 PARAMETERS MEASURED Top 2 Favorite Favorite Play Item Sports Popular Merchandise Item Favorite Ad (Type & Celebrity that features on the merchandize) Favorite Storybook Favorite Comic or Novel Book Character

17 PARAMETERS MEASURED Preferred Career All Time Favorite Choice Hindi Film All Time Favorite All Time Favorite Tamil/Telugu/Bengali English Film Film Two Favorite Internet Websites

TARGET AUDIENCE 9-11 year olds 6-8 year 12-14 olds year olds Males & Females SEC A2B1 & C

SAMPLE SIZE: 1800 RESPONDENTS Regular Viewers Of TV (watch for 2 hours or more a day) 225 per market

EIGHT MARKETS Jalandhar Delhi Lucknow Ahmedabad Kolkata Mumbai Hyderabad Chennai

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