ARN joins BBC to back kids digital radio

Josh McDonnell
By Josh McDonnell | 7 June 2018

Backed by brands such as Volvo and the BBC, kids digital radio station Kinderling is eyeing off further advertising opportunities following a recently inked deal with ARN.

The new deal will see the station join ARN's digital radio stable of iHeartRadio, which now has over one million registered users on the app.

Kinderling will tap ARN's commercial partners to bolster its revenue, while using the network to grow its audience.

The decision follows Kinderling's acquisition of online parenting website Babyology last year, which provides the station with a further 1.2 million social media followers, as well as integrated digital advertising opportunities.

Originally launched by parent, now CEO Evan Kaldor, as a way to understand the early stages of parenthood, the station has since grown into a targeted medium for brands looking to speak exclusively with parents.

Broken up into different content blocks throughout the day that directly correlate with different age groups of a child, Kaldor says the station is perfect for advertisers looking to engage with parents directly.

The station is completely driven by advertising in terms of its revenue model and remains one of the few DAB stations that has international and local advertisers.

This includes partners in categories such as nappies, family cars, travel and insurance.

"Our advertisers are only relevant to our listeners, that's one of the compelling attributes for us is that there is zero wastage - we only talk to parents," Kaldor says.

"It's very focused on the relevant demographic and we have been having great traction talking to agencies and direct clients about what we are able to do, and the type of integration we can offer."

Previously, Kinderling had been in a sub-licensed agreement with BBC children's station CBeebies, rebroadcasting three of its franchise properties, Hey Duggee, Sarah and Duck and Go Jetters.

The BBC move is an Australian digital radio-first.

It has also invested heavily over the past 15-18 months in a program designed to engage both pre-school children and parents, working with daycare provider G8 Education.

The pilot learning program saw Kinderling install radios into a number of daycare sites around Australia. From there, both G8 and the station co-designed an early learning program for workers who would turn it on and participate with their children.

Digital radio continues to grow in Australia, now being included for the first timeĀ in the radio ratings for 2018.

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