Non C&S homes serviced better by Disney, says BVTI

MUMBAI: Even though Disney may not be entering India in the near future, the little mouse seems determined to derive the maximum mileage out of its presence in the country.

In what seems to be a series of ads targeting the advertising fraternity, Buena Vista, the agency that markets the little mouse and his coterie in India, have been stressing the fact that Mickey and his friends enjoy more clout with audiences than any other cartoon character. While the earlier campaign quoted statistics to show that the Disney reach outstripped that of rival kids' channels, the second in the series claims that when it comes to reaching kids, Disney has C&S channels for breakfast.

Disney blocks on TV, says the company, reach a larger user base across product categories, including families that do not have access to C&S networks. Products like toothpastes, milkfood drinks, ketchups, baby foods and biscuits are unable to get through to a major chunk of non C&S homes in 1 lakh plus all SEC homes, says the company. A similar story exists in the SEC ABC homes in 1 lakh plus towns, says Buena Vista.

The figures show that anywhere between 20 per cent (for ketchups and sauces) and 48 per cent (for biscuits) of targeted users are not reached by C&S homes. DD Metro, which airs a maximum of Disney shows, is an ideal medium for such products, it says. The Disney on TV plan on DD Metro claims to deliver a 27 per cent reach at 1+ with 122 GRPs, and a CPT of 81 with just one spot per Disney Funtime show for one month.

The company had earlier claimed that among the valued SEC A,B and C audiences, the reach of Disney characters is 59 per cent more than its current crop of rival. Disney, overall, reaches over 10 million persons in the country, claims the company.

Stressing on cost effectiveness, BVTI says that Disney is also 38 per cent more cost effective than its nearest rival on an investment of Rs 5,00,000. Even targeting only the SECs A, B and C, Disney on television can deliver 83 per cent more reach, at 22 per cent lesser CPT.

With hour long daily slots and weekly slots on channels as diverse as Sony, DD Metro, Eenadu and Sun, Disney characters speak English, Hindi as well as South Indian languages. While the entry of a dedicated Disney channel in India continues to hang fire, it is currently Cartoon Network that is making hay in the children's segment in the country.

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