The Channel
The Audience
An initial scan after 12 weeks is the start to our relationship with this niche audience. There is a minimum of 4 visits required by all Mums-to-be before giving birth. On average Mums-to-be will visit the antenatal clinic 6 to 7 times during their pregnancy.
The Programme
A 90 minute loop of bite-sized features is transmitted with sound directly into maternity departments where parents-to-be have an average waiting time of 78* minutes. The channel features helpful products and services relevant to the
audience of new parents.
* Source: NHS 2005 and MDL Research Ltd 2005
The regular programme content includes key topics:
- Caring for your baby
- Safety in the home and car
- Localised hospital information
- Keeping healthy during pregnancy
- NHS and Government information
- Your rights, advice and support groups
- Choosing the right equipment for your baby
We have made available a number of opportunities for brands to be associated with various types of content including video features, Top Tips and ‘Did You Knows?’ as well as providing the opportunity for straightforward 30 second product commercials. For example a sponsored message might be: ‘Top Tips for skin care from Comfort Pure’.
As well as the sponsored material, each maternity department has 12 individually tailored messages to promote local hospital information and services. For example: “Parent Education classes at 7.30 p.m. every Wednesday”.