Turner’s leading kids’ franchise, Ben 10, rules the ratings
Johannesburg, South Africa – It is a truism that when ratings increase, audiences increase… and when audiences increase, the ratings go up. This is certainly the case with some of Turner Africa’s top-performing kids’ brands and channels being showcased at Discop Johannesburg 2016, if their past and current years’ performances are put under the spotlight, according to Pierre Branco, Vice-President Southern Europe and General Manager Africa for Turner.
“Cartoon Network and Boomerang continue to outperform their competitors at the top of their category across the continent, and hold the number one and two spots within the kids’ TV segment in South Africa.” comments Branco.
The off-the-wall, heroic antics of a young boy called Ben have captured the imagination of millions of young boys throughout Africa, and ensured that the programme has become a global brand phenomenon.
The new Ben 10 show was successfully launched in one of its prime markets, South Africa, and the rest of Africa on Cartoon Network on the DStv platform, on 10 October this year, six months ahead of the US. Turner is confident that with this new series, a whole new generation of fans will be introduced to the fast-paced, fresh and modern comedic universe that Ben 10 inhabits that led to its worldwide success.
In its first week of airing, the new series of Ben 10 was #1 for a competitive kids’ show in its timeslot across all kids segments, and it was also the top-performing boys’ show in its timeslot. To date, it is still the best performing franchise for 4-14 year old kids within all kids’ channels in South Africa.
The new series brings with it new franchising opportunities. A range of Ben 10 apparel, footwear and bags is available in leading retailers such as Jet, Edgars, Ackermans, Woolworths, Mr Price, Pick n Pay, Shoprite Checkers and Pep. Prima Toys will distribute Playmates Toys master toy range and introduce new products in 2017, while the Character Group is the franchise’s partner for beverages.
“Ben 10 is the perfect balance between action and comedy content, and this is what has led to its success. We are confident that the new series will continue to capture the #1 spot within the kids’ market.” says Branco.
“We are looking forward to showcasing Turner’s offering of leading kids’ brands and channels at our stand (S53) at Discop, as we look to increase our presence across platforms and territories on the continent. The Turner team is excited and ready to welcome this year’s Discop delegates,” says Branco.