Advertising has tried to reach children for a long time. Connecting with the little ones has allowed them to sell specific products for that market niche, but also to impact the consumption decisions of the family unit by making use of ‘pester power’.But have ads and other brand messages recently become a way to get messages that are unsuitable for children? Are the little ones overexposed to advertising of unhealthy and undesirable products?The latest study on the issue comes from New Zealand, where an analysis by experts from the University of Otago has determined that on average children see 46 advertisements for products that are considered harmful each day. Most of these ads (more than half) are for junk food, although there are also alcoholic beverage ads and gambling ads.To determine how many advertisements children saw, a sample of 168 children who were equipped with automated cameras was used. In addition to determining what they saw, when they saw it was also analyzed, adding another negative piece of information to the analysis. The researchers found that children were frequently exposed to advertisements for unhealthy products in supermarkets and also near schools. Sports marketing is also one of the most used by unhealthy product companies to reach this group of consumers.
The New Zealand ad is not the first to point out that children are excessively exposed to Latvia Phone Number List advertising and especially to advertising products that are not recommended for their age target.Another study, this British one, pointed out not long ago that half of the ads that children receive while watching television are for junk food, from fast food chains to highly sugary products. The key, that study noted, was that the so-called protected schedule was not working. The ads sneaked through the cracks of the law, since although they appeared at a time when their viewers could do so, they were those children who were trying to protect themselves. Many programs with a children’s audience are broadcast outside of the agreed upon hours.
The data for the Spanish market are not far from that trend. A study a few years ago by experts from the University of Granada already pointed out that Spanish children were overexposed to junk food advertising , especially baby food products.The messages had also shown an increasing trend. The arc of the analysis ran from 2007 to 2013: in the first year on average there were 6 ads per hour and channel for this type of products, while in the last year there were already 10. For now, there are no studies that have focused on how much Spanish children and adolescents are exposed to other advertising messages from brands not suitable for them, such as gambling, similar to New Zealand.
Advertising for children moves a lot of money Advertising for children is also a very powerful industry , whatever you’re selling. A study by PwC estimated that around the world and in 2021, advertising aimed specifically at the smallest would move 1.7 billion dollars.Of course, television – the usual protagonist of analyzes of what children see and what messages they serve – will not be the main recipient of the efforts of brands and companies. They have understood that the little ones watch TV less and less and spend more and more time online, so their efforts are focusing directly on online content. YouTube will thus take a large part of that ad spend.