Giraffe Insights: KATS – putting the magic back into kids media

Giraffe Insights launched the "Kids & the Screen: Changing the Channel" (KATS) study in partnership with the major UK broadcasters to track the viewing habits amongst children aged 2 to 12 years old, providing a complete picture of their video consumption.

One of a kind

As experts in kids, youth and family research, Giraffe Insights have been tracking viewing behaviours for over 6 years through our award winning 'Kids & the Screen: Changing the Channel' (KATS) study.

Prior to the launch of KATS, we were being asked by media owners, agencies and brands the same questions about kids' viewing habits across both linear and online platforms. Organisations were in the dark and needing to work across a range of individual measurement systems to understand this audience and their cross-platform viewing, data not yet available from traditional measurement systems such as BARB...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands