Case study – CHILDREN – Viacom
Understanding the morning routine for Milkshake!
Milkshake! is Channel 5's programming block for pre-schoolers, owned by Viacom. Despite steady growth, the brand needed a sharper understanding of its place in family life as competition intensified.
The challenge: A brand loved on screen, less understood beyond it
Milkshake! had built a loyal following, but competition from other networks, SVOD platforms and a fast-changing media landscape meant standing still was not an option. Viacom wanted to understand exactly how the channel fitted into the daily rhythm of pre-schoolers and their parents, and where the wider brand offer could grow beyond linear viewing.
What we did: We watched mornings unfold, camera included
In-home observation sessions across UK captured weekday and weekend routines as they happened, revealing how television slotted into getting dressed, eating breakfast and getting out of the door. A digital ethnography task followed, using body-mounted cameras to record two days of morning routines from a child's point of view, without a researcher in the room. Parental focus groups then explored perceptions of the Milkshake! brand, from presenters and programming to its tagline and offer beyond the channel, with participants keeping a pre-task diary of their viewing habits.
What we found: A far richer picture than metrics alone could give
The research surfaced clear differences in how children and parents engage with the brand across different moments of the week, and where energy, attention and appetite for interaction shift throughout a typical morning. It also revealed a gap between how warmly the brand is regarded and how well its full range of touchpoints is understood, pointing to specific, actionable opportunities for growth. These findings gave Viacom a far more nuanced view of their audience than engagement data alone could provide.
The impact: A clear route to a stronger brand
The research gave Viacom a practical framework for building Milkshake! into a more connected brand, from developing recognisable presenter identities to introducing interactive weekend content and a more joined-up approach across TV, digital and merchandise touchpoints.
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