MRI released their 2006 American Kids Study that targeted children between the ages of 6-11. Of those surveyed, over 50 percent said that they watched TV commercials when they were on.
Some of the key findings, which I believe also translates to the online marketing world as well, is that even among young people, the desire for humor is still the No. 1 aspect of advertising that appeals to them. The one caveat is that it can't be humor that is sarcastic or makes fun of things.
Reponding to the question of “What do you really like to hear or see in advertising,” 74.7 percent said “Funny things, like a funny animal or character” and 44.2% chose “Silly Humor”. In other words, the greatest desire was for visual humor, followed by verbal humor. Visual was far more desired than any other.
The second aspect of advertising that appeals to children? Music. Girls more than boys preferred this as 62.5 percent of the girls liked it against 42.1 percent of boys. Boys would rather have "Action and Excitement" in their advertising experience, whereas only 37.4 percent of girls chose it.
Girls also responded more to ads that included children their own age or those that included celebrities they liked.
If you market to children, these are musts, especially humor and music. Remember that humor can be presented either visually or through audio. Visual in this age group is far more effective. These are both things that the Internet is strong in being able to deliver.
Comment Preview