Canadian youth and families will be able to watch free toons on Corus Entertainment and Astral Media-owned channel Teletoon for six weeks beginning today.

The promotion allows viewers to tune in to daytime and evening programming without a subscription and view both younger-skewing (ages 2 to 11) shows from 6 a.m. to 6 p.m. and older-skewing (ages 18 to 34) shows from 9 p.m. til midnight. There is also a co-viewing period, from 6 p.m. to 9 p.m., with shows targeted at both age demographics.

Ad opps are available on the channel during the free preview period, according to a Teletoon representative. The channel anticipates a total of 12 million viewers to tune in over the course of the month, up from its usual monthly viewership of 7.5 million.

Generally, the daytime schedule attracts brands in the toy, entertainment, food and retail categories and the evening shows transition over to brands in the auto, electronics and personal care categories. Teletoon has opportunities for advertisers to reach the child, family and young adult audiences through ads that can involve contesting as well as show integrations, according to the representative.

Trent Locke, VP, business operations, Teletoon, tells MiC that the channel hopes this open window will allow non-subscribers to sample the range of comedy and animation content, particularly its fall programming, such as Johnny Test (pictured) and Adventure Time with Finn and Jake.

The channel is previewing its shows for free during the first half of its fall period (starting Sept. 3), and hopes that the larger expected audience will provide reach for brands conducting back-to-school and Christmas lead-in promotions.