The Insights People launches media tool for kids advertisers

The tool is based on data on children’s media consumption, collected across 13 countries weekly, from children aged 3-18.

Users of the ‘Media Mix Compass’ will be able to segment the data by country, region, gender, age, attitudes and behaviours.

The Insights People’s in-house team developed the tool in consultation with clients. It is built into the company’s portal.

Claire Garner, research and trends director, The Insights People, said: “With this generation of kids having far greater privacy protection and their worlds becoming more fragmented, we have made it our mission to help brands understand the full picture and ultimately improve their ROI across their business.”

Nick Richardson, founder and chief executive, The Insights People, said the tool would allow advertisers to “compare a linear TV channel vs Fortnite or Tiktok”.