Television is the most effective platform for advertising to children leading to a higher purchase intent, according to the New Generations 2018 study into media habits by Turner, owner of Cartoon Network and Boomerang.
Turner senior director of data and insights for APAC, David Webb, told MCN that a 30-second ad on TV registered a 27% purchase intent score compared to 19% on YouTube.
Webb said that advertising to children is even more effective in contextually relevant environments.
“What we see is when kids enjoy the content, they respond much better to the advertising with higher cut through across all of the key metrics that we measured,” he said. “That goes a step further when we are inserting ads relevant to the content; for instance, an ad for a Ben 10 toy in an episode of Ben 10.”
The study, which polled 1,006 children in Australia, found TV continues to be the media of choice for children with 91% using TV in the past month. This was followed by online video (81%), books (78%) and apps (71%).
However, short-form video is increasingly important to this demographic, leading Turner to partner with Australian digital production house Marquee Studios to create the Mega Awesome Wow online video network.
Watch the full MCN Meets interview below.