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KIDS’ MEDIA CONSUMPTION UP AS SPENDING POWER RISES TO $273 MILLION, CARTOON NETWORK STUDY FINDS

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KIDS’ MEDIA CONSUMPTION UP AS SPENDING POWER RISES TO $273 MILLION, CARTOON NETWORK STUDY FINDS

Cartoon Network’s New Generations study reveals New Zealand kids’ trends and media habits

•    Kids are consuming more and more media; with TV the most influential channel
•    Twice as many children notice ads on TV compared to social media
•    Kids’ pocket money is up 5% on last year, to $273 million annually including gift money
•    89% of kids were online in the past month with a 27% increase in kids watching and posting online videos

Auckland, October 20, 2016 – Kids’ media consumption has increased over the past year, with their total spending power rising to $273 million annually, Cartoon Network’s annual leading research study into children and parents New Generations has found.

The report reveals that TV ads are still the most effective for reaching children, with watching TV remaining the top media consumption activity for kids. 90% of children watched TV in the last month, with most tuning in to watch cartoons.

Three times more kids find ads on TV funny compared to ads on social media and twice as many children notice ads on TV compared to social media. A majority of parents surveyed backed that sentiment up, citing TV as the most influential advertising platform for kids.

The report uncovered a 27% increase in kids watching and posting videos online and a 5% increase in kids’ pocket money, to an average of $402 a year including gift money. Kiwi kids are also well connected, with 89% jumping online in the past month, up 4% on 2015 figures.

David Webb, Director of Research at Turner Asia Pacific, parent company of Cartoon Network, commented on the results, saying: “When we looked at the results, there’s no denying that this generation of plurals in New Zealand are veracious consumers of content. They love it on TV, but also on mobile devices, and they also share it with friends and create it themselves. Regardless of the platform, relatable and humorous content generally cuts through and resonates with young audiences – a demographic with growing purchasing influence.”

The findings of Cartoon Network’s study, now in its 12th year in ANZ, were released in Auckland today. It surveyed a group of more than 500 pairs of parent and children aged 4-14.