Publiespaña, the advertising subsidiary of Mediaset España, has presented the data kidult segment, so that brands will be able to more accurately and intelligently impact a key population segment for several industries, including the toy industry. The movement is part of the launch of the Boing application, Mediaset’s children’s channel, for Smart TV and its new commercial policy for the fourth quarter of the year.
As the company assures in a statement, this new segment is the first of these characteristics created in our country and will be key to reaching a key target in boosting sales in the toy sector. The concept kidult comes from the combination of kid and adult and refers to a young and adult population group characterized by nostalgia, interest in toys for oneself, and their ability to connect with the alpha generation.
The launch of the kidult market expands Publiespaña’s portfolio of segments. As they explain, it has been built with the combination of households with adults who consume Boing, who stand out for their interest in gaming, with the intention of purchasing toys and through Mediaset España’s own data from the consumption of content from sagas such as Marvel, Star Wars and DC.
The intention of Publiespaña is to enhance the communication possibilities of brands during a period of special relevance for advertising investment, such as the Christmas period. Thus, it will allow a more precise impact on a prescribing audience for the channel’s audience and access to specific developments for connected television.