TORONTO – Corus Entertainment has signed on Kimberly-Clark and Sunwing Vacations as charter sponsors across its kids and family brands including ABC Spark, Cartoon Network, Disney Channel, Teletoon, Treehouse and YTV.
Campaigns are rolling out this fall across the networks and will also be integrated into Corus' kids apps.
The integration of Kimberly-Clark's Pull-Ups training pants will be supported through an extensive linear and digital campaign across Treehouse, Teletoon, YTV and Disney Channel, along with Corus' apps, and include on-air brand spots, branded billboards and advertorials on Treehousetv.com and WDish.com.
Additionally, custom content, including mom-focused television and radio spots, have been created to align Kimberly-Clark with the September launch of Disney Channel and the Disney Junior series featured on it.
Sunwing Vacations will be featured throughout targeted family viewing programming blocks within ABC Spark, Cartoon Network, Disney Channel, Teletoon, and YTV, and will include branded spots integrated into sponsorship billboards, closed captioning and lower thirds.
Corus said it conducted an online study with New York-based Feldman Research Lab earlier this year that polled 1,000 respondents in English Canada with children between the ages of 2-12. The study revealed that TV is one of the top three most important activities for families to do together, along with meals and reading. In addition, 77% of those parents associated family viewing with family time, while 84% of parents reported watching TV as an easy and relaxing way to spend time together.
"Corus has become the destination for family viewing and reaches more than 90 per cent of moms, making this a great fit for these premium brands", said Marilyn Orecchio, VP TV sales, client strategy, in the news release. "In a time-starved world, watching television together has increasingly become an important family activity and our advertisers recognize this.”
