Disney Network’s Hungama is the most trusted TV channel among kids between ages six to 14 across 10 cities, says a survey report from Ormax Media. The survey was conducted taking into account December 2020 and January 2021.
Titled Ormax Brand Trust Survey 2021, the report ranks media brands based on the trust they enjoy among Indian children. The survey was conducted among kids who scored 44 media brands, across television, digital, social media, gaming, streaming and film exhibition, on the trust factor that brand holds for them.
Among the most trusted TV channels, Hungama (60 per cent) is followed by Hindi GEC Sab TV, WarnerMedia’s Cartoon Network (58 per cent) and Viacom18 owned Nick (56 per cent) as other television brands in the top 10 list.
On the other hand, with a brand trust score of 71 per cent, YouTube emerged as the number one most trusted brand, followed by the game Ludo King (65 per cent), WhatsApp (63 per cent) and Subway Surfers (62 per cent).
In the war of TV vs Digital, the latter was a clear winner, as its brands ruled the top five ranks, signifying the strong engagement digital media has built with kids in urban India.
Apart from Ludo King and Subway Surfers, Garena Free Fire game also featured in the top five list. With benefits and variety ranging from entertainment, relaxation to social interaction and image projection, mobile gaming has emerged as the category with the strongest connection with kids in this report.
Speaking on this, Ormax Media founder and CEO Shailesh Kapoor said, “The report is a decisive verdict on the growing resonance of digital media among urban Indian kids. A clean sweep of the top five positions by digital brands, ahead of legacy brands in the television space, would have been unthinkable even two-three years ago. Digital brands completely dominate the media landscape of older kids (10 to 14 years) and boys, taking eight and seven of the top ten positions respectively in these segments.” Mondaq