Children in front of the television: the adultisation and digitisation of audiovisual content
Keywords:
Children, advertising, television, gender, age, Internet, mobile marketing, social marketingAbstract
In order to be efficient, advertising needs to show familiarity with the communication habits of its target audience. As an audience group, children pose huge challenges, particularly since they constitute a target whose gender is not taken into consideration and which has an excessively broad age range, thereby masking a highly varied spectrum of behaviour. To identify the main differences in television viewing by Spanish children depending on age and gender, a study was prepared using three sources as its basis: Kantar Media, the EGM and a specific survey on 23 children. The results show a gradual adultisation of television viewing in favour of channels not intended solely for children. Audiovisual content is not viewed merely on a television set. Digital media have taken pole position as an entertainment choice, particularly among children over the age of 11.
El público infantil frente a la televisión: La “adultización” y digitalización de los contenidos audiovisuales
Resumen
La publicidad necesita conocer en detalle los hábitos comunicativos de sus públicos para ser eficiente. Uno de los targets que mayores desafíos plantea es el infantil, definido habitualmente sin atender a diferencias de género y con una horquilla de edad demasiado amplia, lo que enmascara comportamientos muy diversos. Para identificar las principales diferencias en el consumo televisivo por parte de los más pequeños según las variables edad y género, se realizó un estudio basado en tres fuentes: Kantar Media, EGM y una encuesta específica a 23 niños y niñas. Los resultados muestran una progresiva “adultización” del consumo televisivo hacia canales no exclusivamente infantiles. Un consumo de contenidos audiovisuales que ya no es exclusivo de la televisión y pasan a ser las disciplinas digitales la primera opción de entretenimiento, especialmente en los mayores de 11 años.
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