Watchful Eyes

The Day-Care Landscape There are more than 117,000 licensed child-care centers in the 50 U.S. states, the District of Columbia, Puerto Rico and the Virgin Islands. There are also more than 290,000 regulated family child-care homes in these locales. A family child-care home is an arrangement in which the provider generally cares for from seven to 12 children in the home of the provider. Forty-four states now regulate family child-care homes.

The Stats U.S. Child-Care Centers and Homes, 2000-2004 SOURCE: Children's Foundation

Child Care on the Rise (I) Demand for child care has risen dramatically over the past few years because of the rising number of parents (mothers in particular) who work. Americans now spend close to $50 billion a year on child care, up more than 30% above the $38 billion spent on U.S. child care in 2001. Child care contributes to the economy indirectly, by making it possible for more parents to work. The licensed child-care sector now creates enough income to support nearly 3 million U.S. jobs.

Child Care on the Rise (II) Child-care demand is on the rise among all income groups. Low-income families now need more child care because of increase in low-income workers who have entered the work force. Among middle- and upper-income groups, the rise in two-income households provides more money to spend on child care. Career-oriented women can go for higher-wage professions with less flexibility because good child care is more accessible.

A New Place for Learning Child-care centers undertake a number of activities that give the children opportunities to learn. Prekindergarten schooling is now available in a growing number of day-care centers and family child-care facilities. Parents enroll their children in child-care centers for a variety of educational reasons, including interaction with other children and the opportunity to explore their interests.

Growth in the Years to Come Demand for quality child care will likely remain high for the foreseeable future. The birth rate, now at just under 4 million a year, should provide plenty of "clients" for child-care providers. The population of American children aged four and younger should increase by 1.2 million, or 6%, over the next decade.

Favorable Market Conditions The rising cost of living, which necessitates that each household have two wage earners, will boost child-care demand in the future. Corporations are making more inquiries for child-care services as more and more women come under their employ. Because of the shifts toward single- child families and toward delayed child bearing, demand will continue to grow for more costly, higher- quality child care.

Advertising Strategies A growing number of parents are seeking high-quality child-care services, and it’s crucial that local providers of these services market themselves effectively to get within the parents’ sights. Television is the medium that provides the greatest degree of visibility to all types of local businesses, and should be part of every child-care center’s advertising strategy. One crucial advantage that TV has over other local media is that it is viewed by an overwhelming majority of consumers in every age, income, ethnic, educational and employment demographic. Advertising on TV, including exposures during all of the most important dayparts, ensures that a child-care center will stay top of mind with the largest number of parents in a local market. In planning the advertising for a child-care center, focus on the child-care center’s facility and activity offerings. Use TV’s unmatched combination of sight and sound to highlight the center’s knowledgeable and experienced staff as they lead these activities and interact with the children in a caring and helpful light.

The answer is three simple reasons! Why TV? The answer is three simple reasons!

Why TV? 1. Your customers and potential customers use it — viewing daily for long periods of time. 2. TV’s attributes of sight, sound, motion and emotion let you best communicate your message to these people. 3. Television works in dollars returned!

Remember, Only television can give you: Why TV? Remember, Only television can give you: The right message To the right people At the right time In the right place!