Gregory Miller

Media Industries

Scott Oberacker

October 12, 2016

An Analysis of Cartoon Network and its Development Strategy

On October 2, 1992, Cartoon Network launched on basic cable and satellite packages, in

part because of Turner Broadcasting’s extensive library collection of animated features from the

early 1930s to the mid 1980s. These include all of MGM’s library, Warner Bros. Merry Melodies

cartoons, and the Hanna-Barbera cartoons of the 1960s (Observer-Reporter, 1992). Since then,

the network has positioned itself at the forefront of children’s entertainment, and it is recognized

worldwide as a distinguishable brand. Since its early days, Cartoon Network has expanded its

library into original programming; which began with the acquisition of Hanna-Barbera and

transforming it into Cartoon Network Studios. The mid 1990s to mid 2000s saw the creation of

original cartoons by a team of young creators at Hanna-Barbera.

Since the late 1990s, Cartoon Network’s target audience has narrowed and become more

focused, for two main reasons. With the shift to original programming, the network honed its

focus on its target demographic; children ages 6-14. Furthermore, 2005 brought about the

physical separation of Cartoon Network and its late night block, Adult Swim, as its own channel.

This was done for separate Nielson rating purposes, letting Adult Swim focus their ad space for

more adult-targeted advertisements, while Cartoon Network appeals solely to children-focused

ads (Retail Merchandiser, 2016).

This bucks the trend major network television channels follow, such as CBS or NBC. The

main networks host an array of advertising slots catering to different demographics; such as mid-

age women and retirees during the daytime, working age, white males during the afternoon, and

nuclear families during the evening (prime time). Because Cartoon Network is cable television

(offered only in subscription packages), its audience is already focused and more fragmented (as

well as smaller) than the “Big Four” networks. Furthermore, the channel is focused on one genre;

children’s animation and entertainment.

As such, Cartoon Network’s target demographics are children ages 6-14. Children hold

key influence over household disposable income (Jenkins, 1979), so many advertisers see

children networks as prime advertising space. While adults have final say on household

spending, these ads target the children who can influence such decisions. While Cartoon

Network programming skews slightly to a male audience (with various boy-centric programming

such as Ed, Edd n Eddy, Mad TV, Regular Show, Codename: Kids Next Door, etc.), the network

does not exclude girls from the audience, and advertisements shown on the network account for

this (Comcast Spotlight, 2016)

Cartoon Network’s branding strategy has always been unique to the network. As stated

by Michael Ouweleen, the network “approached this like an ad agency.” (Liesse, 2012). This

meant selling the network and its shows to the audience using advertising tactics; understanding

the pathos of the audience, tapping into nostalgia associated with the shows that would appeal to

parents, and branding the channel as a character-operated place. Having access to a vast

animation library, network officials were initially faced with this task of marketing the channel

to cable providers and consumers. “What could we do with cartoons like ‘Funky Phantom’ that

would make viewers want to call their cable operators and request they add Cartoon Network?”

(Liesse, 2012) The network took to their production staff to create on-air commercials and

promos, interstitials, bumps, and short clips that gave this vast collection of cartoons a specific

voice (YouTube, 2015). The result was a fleet of network branding that visually appealed to

children, while hinting at humor that their parents would also enjoy.

“The content was topical and hilarious. The “Scooby- Doo” gang appeared in a parody of “The

Blair Witch Project.” The CN “Crisis Center” offered advice to cartoon characters in precarious

situations.” (Liesse, 2012)

Cartoon Network emphasized writing promos, which was unique to the channel, to

advertise itself, and that trait remains with the network to present day. Early packaging of the

1990s included animated music videos with modern artists, network-related skits and thematic

blocks. In 1997, the network expanded its forte into Japanese animation (“anime”) by

showcasing their newly acquired library on a blocked named “Toonami.” Given the task of

creating an outlet for their anime library, network executives programmed this block with an

animated host, Moltar, who was a product of Hanna-Barbera’s Space Ghost franchise. Previous

exploitations of the Space Ghost franchise resulted in the creation of Space Ghost: Coast to

Coast in 1994, the network’s first original program which lampooned traditional talk shows, as

well as the original Space Ghost program. (Mittell, 2004). This marked the network’s expansion

into adult-oriented entertainment, which would eventually lead to the creation of Adult Swim, the

channel’s official target specifically geared towards adult demographics.

Today, with a well-defined audience, Cartoon Network utilizes signaling tactics to

engage its audience. As common with most television channels, Cartoon Network takes specific

clips from its variety of shows to construct a promo emphasizing the positive aspects of the

network, or show(s) in question. For instance, promos can be constructed by taking sound clips

or video clips of certain characters from an array of programs, and creating a promotion of the

channel where the aforementioned characters praise the channel. While none of the characters in

their respective programs so much as even acknowledge the network (with the rare exception of

some programs such as Amazing World of Gumball, Chowder, or Courage the Cowardly Dog),

their original messages can be manipulated to promote the network (YouTube, 2016). For

instance, clips of Amazing World of Gumball are manipulated so characters respond to the

narrator in a positive manner, when referring to marathons or new episodes.

The channel also arranges its programs in timeslots that best serve the network. Popular

shows that target younger children, such as Ninjago, air new episodes Saturday mornings when

those children are most likely awake and home from school. Another popular show, Adventure

Time, may air new episodes on Thursday evenings to accommodate a teenage audience that is

home from school and/or work.

Because Cartoon Network launched in 1992, at the height of the Cable television

expansion era, it didn’t tap in to the internet until several years after. The channel didn’t launch

its website until 1998 (Liesse, 2012). Throughout that time, Cartoonnetwork.com was

supplementary of the on air channel, which was the main feature, by featuring show-related

online games, puzzles, as well as show-voting; an important connection for CN and their

audience. This marked the beginning of the network’s participation in convergence culture.

Cartoon Network was now able to receive immediate feedback from its audience, and because of

convergence culture, as theorized by Henry Jenkins, the channel soon followed new avenues to

reach their audience. As such, the network eventually branched into social media. According to

its Twitter, Cartoon Network launched its account in 2009, sprawling the network’s audience

reach across multiple platforms. Through instantaneous messaging and audience interaction, the

channel could then get accurate, up-to-date feedback from its consumers.

Since the network’s inception, its primary target audience has been children. To sell its

content space to advertisers, Cartoon Network has positioned itself this way. However, it seems

that while the backbone audience are children, the network’s “secret” audience (the untargeted

audience that network programs sometimes create content for) is substantial. Cartoon Network

has always aired programs that contain innuendos, jokes, situations or characters that adults

could relate to. While not a hidden agenda, CN has long since created a brand of popular culture

which may be why the network is so successful. A significant group of teens and adults watch

the daytime kids programming on CN, and the network is careful not to exclude these viewers as

other networks do. Because of this, and the networks age, I would shift on air promotional

branded content to reflect the nostalgic history of the channel. By airing promos which contain

characters and music that adults could relate to from their childhood watching the network, that

particular “hidden audience” could be capitalized on. Cartoon Network already targets teens and

adults through Facebook and Twitter in their posts, as the primary users of these platforms are

required to be a certain age, usually 13 or older. This means airing historic footage of past

broadcasts (i.e. from the 1990s), characters from shows like Tom and Jerry, The Flintstones,

Johnny Bravo, and others. This could be formatted in a nostalgia-dripping programming block

that airs these classic programs during a time suitable for adult and teenage viewers.

Cartoon Network has reached a niche audience that has proven powerful and profitable.

Channels like Cartoon Network provide a steadier, more targeted investment for advertisers than

the “mass audience” and as such, the channel has had a healthy outside revenue stream since its

inception. Finally, the network is able to expand its niche audience base by tapping in to online

resources and social media websites where fan bases congregate naturally. The network is able to

sell its product, over and over, through more platforms now than ever before. While a kids

channel at heart, Cartoon Network’s fans seem to be driven by a love for cartoons, rather than be

predisposed to a demographic age. Because of this, Cartoon Network’s business model,

branding, and unique genre have proven to be quite lucrative.

Works Cited

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"The Influence of Children in Family Decision-Making: Parents' Perceptions." By Roger L.

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"Comcast Spotlight | Cartoon Network." Comcast Spotlight | Cartoon Network. N.p., n.d. Web.

27 Oct. 2016.

"Cartoon Network Enterprises - Retail Merchandiser." Retail Merchandiser. N.p., n.d. Web. 13

Oct. 2016.

Marioandsonicfan98. "Cartoon Cartoon Fridays August 4th, 2000." YouTube. YouTube, 13 Sept.

2015. Web. 28 Oct. 2016.

Liesse, Julie. "Cartoon Network 20th Anniversary Celebration." Advertising Age (n.d.): n. pag.

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"The Amazing World of Gumball - The Roots Preview." YouTube. YouTube, 12 Aug. 2016.

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N.p., 2 Mar. 2005. Web. 10 Oct. 2016.

Mittell, Jason. Genre and Television: From Cop Shows to Cartoons in American Culture. New

York: Routledge, 2004. Print.

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American Culture. New York: Routledge, 2003. Web.

DeMott, Rick. "Kids Next Door Wins The Big Pick On Cartoon Network." Animation World

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