Daniel Tiger’s Neighborhood: Digital Strategy
Jocelyn Shahu
About
Daniel Tiger’s Neighborhood is a TV series aimed at children ages 2-4. Throughout the series, Daniel Tiger talks directly to the viewers, creating an engaging and welcoming atmosphere. The show follows Daniel’s everyday adventures to appeal to preschoolers, teaching them practical skills and strategies necessary for growing and learning (pbs.org).
More Insight
According to blog mom, Mariah Maddox, “Daniel Tiger’s Neighborhood is the show that resembles practices of displaying empathy, showing appreciation, regulating emotions and so much more.” She also confesses that the show has taught her some valuable parenting skills, such as dealing with emotions.
In one episode, Daniel Tiger teaches the etiquette of lunchtime - and that it is okay to like different things than your peers. In just one short clip, Daniel Tiger shows examples of kindness and dealing with emotions through real-life examples children will face shortly, if not already.
Digital Strategy
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The main goal of this campaign is to increase the viewership of episodes of Daniel Tiger on PBS Kids over regular TV or mobile apps by 15% in the summer months (June-August).
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This campaign will reach families and caregivers specifically with children under 6, focusing in Pennsylvannia.
Given this audience, let’s examine common trends and graphics that give us a better insight on how to reach them:
Demographics: Middle-class families with young children, Reside in Pennsylvania
Psychographics: Values child education, prioritizes educational entertainment over other forms of media consumption for their children, doesn’t mind screen time.
Recent Patterns: There was a 16% decrease from 2020 to 2021 in children watching TV. Instead, screen time is spent on other devices, such as tablets and phones. Therefore, PBS stations have a sharp decrease in viewership (-22%).
“PBS KIDS’ Youtube user count is second only to pbskids.org, but triples the website in terms of time spent viewing per person.” (PBS Audience Insight). PBS does not own YouTube, yet much of its viewership comes from the platform.
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When inputting keywords into Google Trends, it is clear that “Daniel Tiger’s Neighborhood” is not nearly as searched as other related keywords and competitor shows, such as Paw Patrol, despite DTN being the #1 streamed show on PBS Kids.
See graph below.
Digital marketing strategies have become increasingly important. Read our blog post here to find out more.
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Daniel Tiger’s Neighborhood fights for the attention of the audience with other series and networks.
On PBS Kids, children can choose from a variety of popular show, including Wild Kratts, Sesame Street, and Odd Squad. While these shows are some of the most popular, Daniel Tiger’s Neighborhood ranks #1 in number of streams (PBS Audience Insight).
Or, some parents may choose to stream other programming services, which offers more shows that Daniel Tiger’s Neighborhood competes with, such as The Magic Schoolbus, Octonauts, or Paw Patrol.
Daniel Tiger’s Neighborhood, however, remains highly competitive, as it is available on many streaming services, including Hulu, Amazon Prime Video, YouTube TV, and AppleTV, which increases viewership.
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The series’ unique selling point presents an exciting show that offers educational benefits for young children. Thus, focusing on promoting social-emotional skills, empathy, and problem-solving will encourage parents to choose Daniel Tiger over other shows for their children.
Incorporating interactive elements, such as songs, simple games, and audience questions enhances engagement and facilitates the previously discussed selling point.
Advertising efforts should be pushed to young parents with young children, as the show is aimed at children ages 2-4. Thus, platforms like Instagram and TikTok would be beneficial as they become increasingly popular for young millennials and old Gen Z as they begin to have children. Learn more about Instagram/TikTok Marketing here.
Email Marketing has also become a star player in advertising through the digital world. Check out our blog posts to learn more by clicking here and here.
Collaborating with educators and popular family influencers would build credibility and reach a wide target audience.
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Audience: Parents/Caregivers
Message: Promote social-emotional learning, teaches valuable life lessons, safe and educational content for preschoolers. Also, showcase the convenience of DTN being available on multiple streaming platforms.
Channel : Social Media, Parenting blogs, influencer partnerships
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Audience: Preschool children
Message: Join Daniel and his friends on fun adventures! Catchy songs, fun games.
Channel: TV Commercials, Mobile app
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Audience: Educators
Message: Supplement classroom learning with the show, and incorporate into lesson plans
Channel: Social Media, Newsletters
Past 12 months. United States.