Not Just for Kids Anymore

Mark Williams just met one of his network's new viewers: an executive in his early 50s, well outside his target demographic of 14-30. But it wasn't because the executive runs a cable operator that carries Anime Network, where Williams is general manager and chief technical officer. Instead, Williams can thank someone else.

“He and his 20-year-old son have started watching Anime together,” Williams said. “Originally, he was like, 'What's this Anime stuff?' Now he's a fan.”

The moral of the story? Kids TV isn't just for kids anymore. Call it co-viewing. Call it a return to the 1950s ideal of the family gathered around a single TV set. No matter how it's classified, there's ample anecdotal and qualitative evidence that kids, teens and tweens programming is picking up sizeable amount of adults.

That audience shift isn't lost on networks. For example, in February, Cartoon Network said it would be “aggressive” about going after companies that aren't known for advertising on kids channels, including Honda, financial services providers, Geico and Pfizer. If Cartoon and others are successful in that pursuit, it could help offset changes in other areas, such as some food companies saying they'll spend less on kids TV because of public and government concerns about childhood obesity.

Some kids networks have higher-than-average co-viewing.

“Noggin and Nick Jr have among the highest co-viewing numbers of any channel,” said Dan Martinsen, Nickeldeon executive vice president of corporate communications. “Nick at Nite has traditionally been another co-viewing destination.”

Co-viewing occurs for a variety of reasons. One is parents simply want to spend time with their children, or vice-versa. Another is programming that appeals to multiple age groups; and that, in turn, blurs the line on what's youth- versus adult-targeted fare.

“For boys and their dads, I am sure that sports-related programs, like the baseball games we carry during the season from the Mexican baseball league, bring them together,” said Maria Urquiaga, general project director of Mexicanal, which is available on DirecTV and offers kids programming along with sports and travel as part of its lineup. “Programs that show how to explore Mexico on a student budget are interesting to both because the parents get to see their regions again, and the kids get to learn about their places of origin and their culture.”

Networks have a variety of strategies for cultivating an adjunct audience outside of their target kids, teens or tweens demographics. One tried-and-true way is wit — with the occasional joke that flies over the kids' heads but resonates with parents.

“It retains all of its innocence, but at the same time, it's told with a sense of humor and wit that appeals to older viewers, as well,” Rodriguez said.

Another draw — particularly for males — is the quality of animation or high-definition.

Nick, for example, plans to produce entirely in HD by the end of 2008. Some networks are already using HD as a market-differentiator.

“Viewers particularly enjoy the wide range of programming, which offers something for everyone in the family, and the experience of viewing true HD,” said Keith O'Connell, vice president of programming for Voom HD Networks. “Animania HD and Family Room HD are the only kids and family true HD channels that are available 24/7 and commercial-free, which is a huge hit with parents.”

“I think that a lot of young people are watching TV with their parents,” said Libby O'Connell, senior vice president at The History Channel, which doesn't program for audiences below age 12.

“A professor at New York University who teaches military history, his classes have never been so full,” O'Connell said. “He says, 'I owe it all to the History Channel.' Departments around the country really believe that the increased registration is due to The History Channel.”