Behavior of Children towards TVCs

The Research Team

• SHAHBAZ CHAUDHRY
• NAZISH SOHAIL
• SHELVY CHIRAGH
• HASEEB SHAH
• FAIZYAB SHAHID
• AMBER JOEL GILL

• DISCIPLINE: BBA
 Research objectives

• To study children’s attitude towards TVCs.

• To find the difference between two given age groups in their

perception towards TVCs.

• To compare children’s response to different types of TVCs.

• To compare children’s response to their favorite commercials

and their most disliked Commercials.

• To compare children’s perception of advertised and non-

advertised brands.
 Research Methodology
Sample size: 20
•

Survey respondents
•
Age group: 5-7yrs
-
8-10yrs
-

Location: The survey has been conducted in different area of Lahore.

•

Technique: questionnaires .The questionnaires were collected at a respond rate of 100%.

•

Limitations of study: cost and are specified to Lahore city.

•

Test Statistic: Arithmetic Mean

•
 Experts Views

• Peter & Olson, 1994

• Era, 1990
• Mcneal & Ji, 1999
• Austen, Ruble, and Trabasso (1977)
 KIDS AND COMMERCIALS: FINDINGS

commercials are a vital part of kids‘ lives.

• Channels they usually watch
1. Young kids mostly watch POGO, CARTOON NETWORK, and WIKID
PLUS AND DISNEY.
2. While older children mostly watch wrestling on sports channel,
NATIONAL GEOGRAPHY (air crash investigation, fighting and modern
science, Nat geo junior), some movie and music channels.
• Time division
1. In the morning before school
2. As soon as they get home from school
3. During dinner
4. Weekends
5. Evenings
6. Early and late evening weekends
 Kids watch tv @

School
time

Dinner
time, after TVCs
home work

Evenings,
weekdays
and
weekends
 How well do kids know commercials?

Extraordinarily well. Even when the novelty fades, they still enjoy watching their favorites.
•
Without a doubt, kids consistently demonstrated a very high recall of commercials’ contents and structure including an intimate knowledge
• of details, even down to how certain products are packaged.

How Do Kids Respond to Commercials?

Most kids, most of the time, could not resist doing or saying something in response to TV commercials. Their responses
• ranged from vigorous physical actions to passive uses of an ad’s language
How Do Kids Evaluate Commercials?

• kids in this study consistently judged commercials in positive,

benign ways. On the other hand, Children seldom criticized the
ads.

How Do Commercials Affect Kids' Behavior?

• Replay behaviors: any type of actions initiated by kids
that repeat or reconstruct a commercial--or parts of a
commercial-- in some way.
- To create replays, kids can verbally imitate ads, physically act
them out,
or re-experience them when they dream. Images, music,
language, objects,
and nonverbal communication--together or separately--are used
to create replays.
 Child Responses Toward TVCs

Children with:
• Age of 5-7 range usually attract towards funny, colorful ads with
sensational songs. (ads of boomer bubble gum on pogo)
• Age group of 10 and above is very adventurous and thrilling. They like
fighting and action oriented ads. (ad of paddle pop pirates and
commander safe guard)
• As we shift towards high age group, the frequency of changing the
channels increases.
• Shift to their view, the era of fairy tales is ended now. Today children
are more responsive towards warrior games, ads that some how or
other show that together they can save the planet earth by fighting
with germs, insects (toothpaste, antibacterial soaps etc). these type of
ads are more intriguing to them
 Principle Outcomes

Not all the

ads are liked
by kids

young children: Shift from

story telling
Age: 5-7 towards
mission
Fluctuating
oriented
focus ads Age: 10 or
Age: 10-12 above
Age: 5yrs Children are Age: 8-10
now more Adventurous High freq of
•More
independent •Social changing
focused Thrillers
in their •Focus channels
•verbatim choices changes action
 Suggested Strategies

• For age group 5 and 7 years:

- Music, colors, rhymes, animals, easy to understand language

• For age group of 8 and 12

- Mission oriented, invention of a character, social messages and
learning through that particular character, highlighting core
features, and language plays a vital role.