Brand
Overview :
Creator and script writer Grange Calveley was inspired
to create Roobarb by the antics of his own Welsh Border
Collie dog “When our four legged Welsh friend
moved in the first thing that he did was to water
the rhubarb and from that moment on, we called him
Roobarb”.
It was the beginning of an idea that would become
a series of 30 x 5 minute animated stories, the first
ever animated television series to be made in the
UK. The original show as loved by millions so much
so that Roobarb and Custard were voted Britain’s
favorite cartoon characters in the 2000 Channel 4
chart.
Each show retains the characteristics everyone grew
up loving:-
- The ‘wobble’
- The wit
- The simple colouring
- The stories of Roobarbs good intentions and wacky
inventions never quite going
to plan, much to the amusement of Custard and all
their friends in the garden
Target:
Primary Core Target Audience:
4-7 year olds. Unisex,
evenly mixed between boys and girls, encouraged by
parents who already know and love the series.
Secondary Core Target Audience:
30+ years. Adults who remember the vintage broadcasts
in the 1970’s, recognising a true cult classic.
Media & Marketing:
30 years after their first creation, the cult animation
icons Roobarb & Custard return to our screens
in re-runs of the vintage episodes from May 2005,
followed by an ALL NEW digitally animated series
(39 x 7 minute episodes) from August 2005.
United Kingdom (Five, Boomerang, Cartoon Network
Too)
Australia (ABC)
Republic Of Ireland (RTE2)
Ratings on FIVE’s Milkshake and Cartoon Network’s
Boomerang and RTE have out performed all predictions
for both the vintage & new series
Milkshake 29th August – 25th September
2005 - Kids 4 - 15: 511,000 viewers, 6.7%
share of all homes at 8.35 am weekdays on FIVE outperforming
Bear in the Big Blue House and Hi-5
Milkshake 27th February - 10th March 2006
- Averaged a 3.0% share Among children it averaged
a 6.5% share, rising to 10.5% for 4-9s Core audience
4-6 year olds delivered a strong share of 13.6% Averaged
5.1% share among 25-34 year olds Averaged 4.8% of
housewives with children
Milkshake May – 20th August 2006
- Average 3% share 111,000 viewer average Share among
kids was more than double at 6.9% Among its target
audience of 4-9 year olds it claimed a 9.9% share
Milkshake 3rd October – 15th November
2006 06.40 – 6.50am Monday to Sunday
Kids 4+: 394,000 viewers at 7.30 am, outperforming
New Spiderman
Kids 4+: 609,000 viewers at 4.30 pm weekdays, outperforming
Power Rangers, Jackie Chan Adventures, Spongebob
Receiving an impressive 16.5% share of target audience
of 4-6 years
Boomerang April – September 2006
7:45am, 3.30pm and 8pm peaked at 135,000 individuals
per minute (boy/girl split 57/43%) representing a
2.7% share. The morning episodes achieved on average
0.8% share and a 2.5% share among kids, exceeding
Boomerangs station averages for this slot of 0.4%
and 2.1% respectively
Overall Roobarb put Boomerang in 8th place out of
22 kids channels, beating amongst others Playhouse
Disney, Jetix, Trouble, Nick Replay and CITV
CN Too May – November 2006
Monday to Friday 3x broadcast between 6.50 and 8.50
am (awaiting ratings) 1x broadcast at 8.50 am per
day from October
ABC Australia 20th February – 24th
March 2006
4.15pm weekdays 0-4 years - 77.4% share. 5-12 years
- 62.3% share. 0-12 years - 69.6% share.
RTE Ireland 4th September – December
06
8.50am Monday to Friday Recently peaked at a staggering
57.8% share among 4 –10 year olds, firmly establishing
Roobarb & Custard as a favourite with viewers
|
