Buena Vista flaunts mouse power to woo advertisers

MUMBAI: Neither Tom and Jerry nor the Rugrats have as much clout as that dimunitive mouse, Mickey, it would seem.

Buena Vista Television, that markets the mouse and his merry coterie in India, claims that its Mickey and his friend Donald whose hold over the 4 to 14 age group is 82.9 per cent higher than those of nearest rival cartoon channels.

Even among the valued SEC A,B and C audiences, the reach of Disney characters is 59 per cent more than its current crop of rivals, claims BVTI. Disney, overall, reaches over 10 million persons in the country, claims the company.

In an innovative ad targeted at the advertising community, BVTI, quoting statistics, points out 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.

The immense potential of Mickey, Donald and other assorted Disney characters, however meagre their presence on mainstream channels, cannot be discounted, as the TAM statistics put out by BVTI show.

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