TV continues to attract kids as parents grow wary of digital devices

August 16, 2016 10:29

Children are watching more, not less, television despite the rise of digital devices as a primary video channel, with the latest Cartoon Network’s New Generations study revealing TV viewing rose 8% in the past year.

In what might be considered by some an unsurprising finding in research from a broadcaster, the survey of 1000 children aged 4-14 found that TV remains the most influential channel for reaching kids.

David Webb, director of research at Turner Asia Pacific, told Mumbrella said that the growth in TV viewing was a reflection of it being considered a safe environment by parents compared to digital channels.

“Obviously lots of kids are watching TV already so it underlines that TV is still an important and relevant media despite lots of discussion about online,” Webb said.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

Topics

broadcast Cartoon Network children David Webb Turner TV

2 COMMENTS

But what about the kids? 16 Aug 16

Love how casually the article and quotes refer to ‘reaching kids’ as though that should be a legitimate media objective…haha

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Alan Robertson - Kinesis Media 16 Aug 16

Reaching a particular identified group of people is the first step in establishing communication. Most advertisers understand that.
Try communicating something if you can’t reach your audience. What makes reaching kids, through television in this case, such a ‘laughable’ objective?
Alan Robertson.