La publicité dans le secteur des chaînes télévisées destinées à la jeunesse : le développement de la communication de Disney Channels

Abstract

With the digital development, television faces new forms of supply and consumption of audiovisual content, especially among the youngest generations. As the competition increases and the media habits change, it is crucial for TV channels to assess the scope of such changes on their activities in order to better revise their strategy. This project thesis aims at delivering a complete analysis of Disney Channels' environment in order to improve its advertising strategy on children, developed by the media agency Havas Media Group. This work starts with a review of the literature regarding kids and their relationship to advertising, followed by digital marketing success factors and techniques toward this audience. However, additional elements such as the market and the competition also impact the advertiser's strategy. Therefore, additional analyses were required to understand and respond appropriately to the forces that shape Disney Channels' environment. To do so, a complete situation analysis was carried out on the macro and micro environment. More specifically, the entertainment industry, the kids' television channels market and its players as well as the kids segment were examined. Then, the 2019 Disney Channels' advertising campaigns developed by HMG were analyzed. Finally, the main results of these analyses have led to the development of media recommendations aimed at improving future advertising campaigns.