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BizReport : Advertising archives : January 10, 2007

Humor and Music Keep Kids Engaged

The key ingredients to keep kids engaged in advertising, whether on television, online, radio or in print, is humor, a cute character and music.

by Helen Leggatt

A December, 2006, survey by Mediamark Research Inc. (MRI), found that over half (56.5 percent) of the kids surveyed watched ads.

Approximately 5,300 children between the ages of 6-11 were interviewed as part of MRI’s Survey of the American Consumer. Results showed that over half, 56.6 percent, stayed to watch the ads during TV breaks. The gender split was fairly even, with 56 percent of boys staying, and 57 percent of girls.

Humorous ads, it seems, are the key hook. 74.7 percent of the kids survey cited “Funny things, like a funny animal or character” and 44.2 percent chose “Silly Humor”.

Music will also keep them watching, 52 percent of the kids said they wanted to hear music.

So what do the kids who don’t watch the ads do? 53.1 percent went to the bathroom or fetched snacks, 33 percent changed channel to watch another show and 31.9 percent surfed around other channels.

That’s the Crazy Frog phenomenon explained in a nutshell.

Tags: 6-11 age group, children, music, online advertising, television

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