The break through was the realization that what children really crave and value is social currency. Children at this age start developing friendships and social groups. To help form these alliances they use social currency. CBBC could take on this valuable social currency role and connect with children by providing fuel for playground conversations. We achieved this by infiltrating children’s lives through media channels that are woven into the fabric of their every day.

-Weekly reach objective of 26% achieved (10% growth year on year)-Satellite homes share rose to 4% -790,000 new viewers engaged in CBBC zones (+58% vs. objective)-CBBC shifted from 5th most loved channel to 1st among its viewers re-establishing themselves as market leaders