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December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Danish children’s and their parents’perception of television advertising
for children’s products
Survey of children and television advertising conducted by GfK Danmark
A/S
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
The purpose of the study has been to shed light on...
Parents’ general attitude towards 5-12 year-old children’s television watching
5-12 year-old children’s and their parents’ general attitude towards television advertising for children’s products
Children and parent’s reactions to selected television commercials with the purpose of contributing to a broader understanding of television advertising’s influence on ...
Children’s upbringing and everyday life Children’s consumption pattern and consumption
motives Children’s ability to form a realistic impression of the
actual products Children’s and parents’ interaction to advertising
understanding
To obtain more know-ledge about children and
television commercials?
To obtain more know-ledge about children and
television commercials?
3
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Regulations
Denmark has special regulations for the protection of children and youngsters below 18 years if age - In 1996/97 where the study was carried out these regulations were prevailing. Following some key sentences from these regulations:
Commercials are not to be performed in a way that take advantage of “the natural credibility and loyalty” of the children
Commercials … may not prompt the children to … move into dangerous places, use dangerous products or bring them in dangerous situations
Commercials … may not appeal to children to convince others to by a certain product. No prize rewords to children
Commercials may not undermine social values - e.g. tell that ownership, use or consumption of a certain product gives advantages compared to other children
4
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Regulations
Commercials must not mislead children regarding size, value, character, validity or performance of a product. Clear indications of right size, function, content, part of a series, price and relevant age groups
Characters, dolls, persons etc. from children’s programmes must not be used in commercials
Commercials for chocolate, candy, soft drinks, snacks etc. must not indicate that the product can replace ordinary meals
Children below 14 years of age may only appear in commercials where children are a natural part or are necessary to demonstrate the use of the product, they may not give recommendations or give evidence for products in commercials
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method: Qualitative analysis
6 mother groups
Techniques: Observations Mutual joint discussions Stimuli influence: television
programmes Individual response measures Confrontations - mother/child “Product purchase” “Play”
Test categories: Toys Candy Foodstuffs Media
Analysis unit
6 children groups
Test products
?
Test products
40 DUO-interviews
2 father groups
?
Test products
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method: Children selection
All from the area of Greater Copenhagen
All can watch both TV2 and TV3 Period:
Last week in November/first week in December 1996
The children were recruited via kindergartens, schools and youth centres
A spread on the test child’s age position in relation to brothers and sisters
Recruited in friendship pairs
3 x6: 5 and 6 year olds6: 7 and 8 year olds +7: 9-10 year olds
3 x7: 6 and 7 year olds7: 8 and 9 year olds 7: 10 and 11 year olds
Girls
Boys
All their mothers
All their mothers+ 14 fathers
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method: Test materials(only commercials directed to children)
Television programme followed by a commercial block
6-8commercials
a group
Com
mer
cial
sign
Approx. 20 min. programme“Bananas in Pyjamas”
5-7 year olds“Tom & Jerry” 7-12 year olds C
omm
erci
al
sign
• Kinder Bueno (girls 9-10)
• Min. Col. Cinderella (girls 9-10)
• Sunkist” (children 9-12)
• Barbie Nibbles (girls 9-10)
• LEGO Western (boys 6-12)
• Donald Duck (children 7-12)
• Air Devil (boys 8-12)
• Street Sharks (boys 8-12)
• Kinder Pingui (all)
• Baby sister Shelly (all girls)
• Lillebror yoghurt (children 5-7)
• Food’n Fun (children 5-7)
• Magic Stars (children 5-8)
8
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method: Test materials (only commercials directed to children)
Television programmes interrupted by commercial break
6commercials
a group
Com
mer
cial
sign
Approx. 17 min. programme”The wicket in the book”
girls 5-11 y.o.“Spiderman” boys 6-10
“Freakazoid” boys 11-12 Com
mer
cial
si
gn
The restof the
programme
• Barbie Nibbles (girls 5-9)
• Kinder Bueno (all)
• Min. Col.Cinderella (girls 5-9)
• Kinder Chocolate (children 5-10)
• Lillebror cheese (children 5-8)
• Action Man (boys 6-12)
• LEGO train (boys 6-12)
• LEGO Technic (boys 8-12)
• Monopoly (children 9-12)
• Frosties Snowboard (children 9-12)
• LEGO Belville-pre (girls 9-11)
• Polly Pocket Rodeo (girls 9-11)
• LEGO Belville-rid.comp. (girls 9-11)
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method: Test materials
In all 23 television commercials with matching products selected by senior lecturer, dr. in pedagogy Birgitte Tufte and GfK among more than 75 commercials
4 test commercials were new films for new products not yet introduced on the market at the time of the test
17 test commercials were new (almost new) films for existing products
2 test commercials to complete cluttersCinematic techniques for selection:
simple/complex closed action/episode/demonstration pure realism/fiction humans/dolls/animated characters
Real noveltiesReal
novelties
New filmexisting products
New filmexisting products
Old ones as supplement
Old ones as supplement
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Method cont.
Planning, accomplishment and reporting:
GfKin cooperation with senior lecturer, dr. in pedagogy Birgitte Tufte The Royal Danish
School of Educational Studies
European Advisers
Group of partners
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Results
- and the material can still be used for various studies!- and the material can still be used for various studies!
41 hours of video recording
Over 1000 pages transcript
“Hundreds” of pages basic report
One big report for today!
With many important conclusions
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parents’ general attitude towards children and television:
In average the children watch television and video 2-4 hours a day, varies according to gender, age, time of year and weekday
Relaxed attitude; but can say “no” if necessary
Many different types of programmes from early morning to bedtime. Children’s television mostly for children below the age of 8-9 years
At the age of 9-10 the children obtain more and more the right of self-determination Tele-vision in their room, freedom to stay home alone after school
OK
13
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
TV habits - more in-depth
2-4 hours seems long in comparison with 1½ hours of the TV-metre, but it is realistic
Qualitative survey - mutual control Satellite children Individual video watching
The children watch TV in the morning before kindergarten/school, when they come home in the afternoon, and in the evening before going to bed
In the morning - while it is something new and to have a less stressed morning - some children are not allowed
In the afternoon as amusement In the evening either when having supper or after having done their
homework
14
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
TV habits - more in-depth
The children watch more television during the weekends - morning TV - so that the parents can sleep late - often the father joins the children and “get cosy with them lying on the couch with their duvet”
Less TV watching in the summertime than during the winter TV habits depend on gender and age
The youngest girls watch more TV than the youngest boys (3-4 hours)
The 7-8 year-old girls watch less TV than the 5-6 year-old girls bigger social network
The oldest boys (10-11 years) watch TV far more often than the younger boys computers and text-TV are competitors though
The oldest girls watch less TV than the oldest boys
15
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
TV habits - more in-depth
The children watch various programmes - not just children’s programmes - they stop watching those at the age of 8-9 years
Other interesting programmes: Cartoons (the same for the younger children - the girls do not watch
it much when they get older) The Monday Quiz Wheel of Fortune Fort Boyard The Town Quest Old Danish films (comprehensible and quiet pace) Baywatch Beverly Hills Station 2 Rescue 911 X-files
Family entertainment
Girls from 5-6 years of age
Boys from 8-9 years of age
16
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
TV habits - more in-depth
The positive aspects concerning TV…
The children are learning something! E.g. foreign language - the ability to read. About animals and nature
The children find it relaxing to watch TV - they need that Saturday/Sunday mornings - TV means that the parents can
sleep late When the children watch TV, the adults have time for other
things (“child-minding” only relevant for children below the age of 9-10 years)
The video is indispensable when the children are ill
17
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
TV habits - more in-depth
The negative aspects concerning TV … The children become inactive, lazy and tired It can limit their fantasy The children might become isolated - less socialising if it comes to
this the parents say “No” The boys in particular sometimes react perceptibly on violent films
By becoming violent themselves By becoming afraid and having troubles sleeping If it comes to this the parents say “No”
The children often watch TV without the presence of adults - alone or with brothers/sisters/friends - especially in the morning and the afternoon
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parents’ general attitude towards television commercials directed to children:
Television commercials are accepted as a part of the media picture
But the children must not beg too much for the advertised products - it is more difficult for the fathers to stop the begging than for the mothers
- the younger children beg more than the older children
+ the children learnto become criticaltoward commercials
Commercials create needs, but...
OK! If Peter doesn’t beg too much
+ commercials caninspire and give ideasfor list of wishes
Commercials do notalways keep their promises,but...
One become tired of watching the same com-mercials again and again
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parents’ general attitude towards children and television, cont.:
The many commercials means that the children cannot possibly beg for everything and also give the parents a better opportunity for explaining “that you cannot buy everything you see in commercials”
The parents often underestimate their children’s ability to comprehend the commercials - in particular the older children (above 8 y.o.) notice more details and understand actions better than what the adults expect
Does Peter understand
that?
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Children’s attitude towards television commercials directed to children:
Even the youngest children understand the purpose of commercials. “Commercials show different things you can buy” (quotation: 5-6 year-old)
Except from the youngest ones (below the age of 7-8 years) the children are perfectly capable of distinguishing between television programmes and commercials
The older the children get the more critical they become towards commercials - the repetitions are annoying, some commercials “cheat” and some become “hate commercials”
Commercials are perceived as “a pause” in which you can do something else or change channel
Commercial breaks seem more annoying than commercial blocks
Friends
Toy advertising
Video/computergames
Parents
School
Tv pro-
grammeCatalogues
Shopvisit
Brothers/
sisters
Adults’ reaction
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parameters that are important for perception of television commercials:
Children have a more detailed perception than adults - the perceived details give more realistic product expectations
The age group of 5-12 years has a very differentiated view on things - what is “hot” among 7-8 year-olds can be totally “out” among 9-10 year-olds
The story is very important for children up to 9-10 years, even complex stories are being understood and remembered
9-10 year-old children and older are more focused on “special effects”
Children have a “memory of an elephant” - novelties must be “real” in order to catch the children’s attention
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parameters that are important for perception of television commercials, cont.
The unexpected catch - The barrier transcend-ing story elements create attention; but are not always accepted
Ambiguities, subtlety and irony are not understood by children under the age of 8-9 years - they perceive things literally
Children have to be able to identify themselves with “actors” and/or the story - the way of identifying oneself varies among younger and older, boys and girls
Prior knowledge works as a filter for adults’ as well as children’s perception and acceptance of commercial messages
?
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parameters that are important for perception of television commercials, cont.
Accordance between picture, sound and text track promote comprehension. The visual aspect is the most dominant factor in relation to children’s expectations - “speak” and text play a minor role
Both adults and children “deduct” from what is shown and said in the commercials. Even the youngest children are aware that “the smoke and the stardust” are not a part of the product, but they believe in almost anything else
The more critical 9-10 year olds also adjust their level of expectation in accordance with what they find to be “over-claims”
But even though the children rationally are capable of “deducting” - the emotional “hope” always remains as something to be tried out or pursued
It may not be true! - but yet on the other
hand
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Parameters that are important for perception of television commercials, cont.
Product specific details are very important for children of all age groups. The details must be correct in order not to disappoint the children. ¸ “over-sale”
On the other hand many children directed commercials “under-sale” - due to forgotten details which the children find important. The details have great influence not only the first time they see the commercial, but also when it comes to the children’s joy at seeing it again - they might find even more details
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Are the expectations fulfilled?
Most of the tested commercials created realistic expectations
The immediate usage value is essential for children as well as adults. If the product does not live up to the communicated message the children add the experience to their “memo of commercials that cheat”
Often both children and adults find it difficult to create the precise expectations to size if they have no prior knowledge about product. Misunderstandings concerning size appears to be less important as to the positive product experience
Yes, usually!
December 1996Danish children’s & their parents’ perception of TV advertising
GfK Danmark Ad Hoc Research
Are the expectations fulfilled?
It is of high importance that the product tastes as promised in the commercial or that the toy works as demonstrated in the commercial
Contents and quantity are often misunderstood without leading to disappointment - it depends on the immediate usage value. The children do not expect to have all the things shown in the commercial, but they must be able to use what they get without having to have/buy other things
The level of completion for toys often leads to disappointments - especially among the younger children - they “forget” that the toys have to be assembled before they can play with them - a number of commercials make no effort out of communicating the usage value of the assembling phase itself
Expec-tations Product