Targeting Your Toddler

Most parents are unaware marketing companies spend billions of dollars every year to target children. A report by marketresearch.com published a report called "The US Market for Tweens and Young Teens: Attitudes, Aspirations, and Consumer Behavior of 8 to 14 year olds, 3rd edition" is currently selling for $3,500. With a lot of money to be made and children's direct buying power to reach $52 billion in the year 2006, marketing companies are targeting children by creating positive associations connecting television show characters and products such as bedding, toys, and even food. The purpose of a business is to create a profit but at what point are marketing companies becoming unethical with their advertising techniques?

A recent study published by Susan M. Conner, Ph.D, of Case Western Reserve University's pediatrics department and Children's Hospital in Cleveland, Ohio focused on the commercial advertisements and sponsor announcements targeted towards preschoolers to create brand loyalty. The study focused on food advertisements which aired on three stations: Nickelodeon, Disney, and PBS. Dr. Conner observed the advertisements on random weekdays in May 2005 between the times of 9am and 1pm. Of the 130 commercials for food, 76 were targeted towards children, and 50 of the 76 were for fast foods and sweetened cereals. Dr. Connor found marketing companies would associate fun, excitement, and happiness with licensed characters, slogans, and logos creating a positive association between the characters and food, even if the food is unhealthy for children.

Unfortunately, commercial advertisements are only one technique used by marketing companies to advertise to children. Another method used by marketing companies is to place products in grocery and retail stores at a child's eye level, attempting to sell their product to kids. For example, the gum which freshens one's breathe is placed near the top of the checkout aisle, while children's gum is placed much lower, near the bottom. This occurs all over the store from the colored catsup to candy. Marketing companies are also using characters from children's shows to sell products. For example, Disney has begun to put stickers of characters on bananas and Nickelodeon's Sponge Bob Square Pants appeared on boxes of Macaroni and Cheese, so when shopping children are more likely to ask their parents for products.

Marketing companies also study the parents buying behavior in relevance to their children. A study called "The Nag Factor" was published in 1998 by Western Media International and Lieberman Research Worldwide. The study's main focus was on which parents were most likely to give into a child's whining and labeled parents accordingly: Indulgers, Kids' Pals, Conflicted, and Bare Necessities. The study found that the "Conflicted" group, or divorced/single parents were the most likely to give into their children.

How can parents limit the endless bombardment of advertisements?

Turn off the television. The American Academy of Pediatrics says children under two years of age should not watch television, even baby themed videos. Children older than two should be limited to two hours a day.

Watch a video or DVD.

Tivo the children's favorite shows. Record the children's favorite cartoons and edit out or fast forward through the commercials.

Watch television with your children. Watch the show with your children, then discuss what the show was about. Young children might not be able to distinguish between the show and commercials.

Let your voice be heard. If you disagree with an advertisement, write down the product, channel the advertisement was shown on, the time it was viewed, and a description of the commercial. Send your complaint to the television sponsor, network, station, or the national advertisement review unit.

Children's Advertising Review Unit
Council of Better Business Bureau
845 Third Ave
New York, NY 10022