Television viewing time is 83 minutes per day, the most popular medium among children. But kids are also increasingly available own media devices. Other key findings are that children seem to recall television advertising more than advertising in other media and cross-media campaigns have a greater impact campaigns where only one medium is used then.
This is apparent from the survey” My Media My Ads “from Viacom Media Networks (VIMN), owner of Nickelodeon. The research was conducted by Viacom among 2800 children from 6/13 years and their parents in six European countries, including the Netherlands and provides insight into the use of media by children and the advertising effects on this group.
The two main conclusions of the study are that television is a leader in the field of use and advertising effects and also cross-media campaigns have a higher advertising effect.
Media Use
In the Dutch families with children living at home from 6/13 years, an average of 4.4 devices with screen presence. In almost all surveyed households are televisions and find computers or laptops (97-99%), 9 out of 10 households own a smartphone and 78% have a tablet.
Kids themselves largely determine the content they watch and have also increasingly available own media devices. A year ago, had 23% of children own a tablet, now has 37% have a tablet. The smartphone ownership increased from 26% to 34%
The availability of different media devices children spend a large part of the day to media:. On a weekday average of 198 minutes and at weekends almost 4 hours. Watching television is (still) the favorite pastime of children and takes an average of 83 minutes a day most of the time. Followed by a tablet (48 minutes), computer / laptop (46 minutes) and smartphone (30 minutes).
Advertising Reminder TV significantly higher
Advertising is a part of the daily routine of the young “digital natives”. The messages that kids face ultimately influence the purchasing behavior of the family. This is because children often talk about products they see in commercials and parents greatly value the opinion of their child and wishes or services
The medium with the highest advertising recall is TV:. Over 70% of the Dutch children remember TV commercials. For other media type that is significantly lower: 27% remembers outdoor advertising, online advertising 26%, 23% and 22% cinema advertising ads in magazines. Only 18% of children say that he or she remembers advertising on their tablet and 12% on the smartphone.
Cross-Media Campaigns have greater impact
The study also shows that cross-media campaigns have a much greater impact on children than campaigns in which a single medium is used. The advertising effect has been extensively tested on 120 children in Germany using eye tracking, facial coding and interviews
Result:. The increase measured by cross-media campaigns is greater than the sum of the individual effects. The analysis of eyetrackingdata and facial coding also gives an insight into the positive impact of cross-media: after seeing a TV spot children spend more time watching online advertising formats (+ 5% for display ads, + 12% for online video ads) and more positive emotions measured (+ 40%). The increased attention and positive emotion ensure that the advertising material is better remembered. Also a positive effect on the brand image to see it.
In short, kids communication is a powerful tool to get a spot in the daily conversations within families. TV is still the no. 1 and thus an essential medium of communication. The addition of online ensures that the impact among this young generation of digital natives is further strengthened. [Radio.NL]
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