If you don’t ask, you remain ignorant!

Six- to 13-year-old children in Germany receive more than 2.5 billion euros in pocket money each year and help make many purchasing decisions in their families. It is an interesting target group – but sound studies on the effects of advertising on children are rare. The new rheingold study "If you don’t ask, you stay stupid! Perception and impact of TV and online advertising on children" fills a research gap.

The morphological study was conducted by the Cologne-based rheingold institute on behalf of IP Deutschland and Super RTL. For the study, 54 children aged 6 to 13 surveyed using depth-psychological methods.

The study shows that TV is a fundamental medium and integral component of children’s lives today. Television has no access barriers; it is easy to use, not requiring any special knowledge. Children have two main motives for watching TV. On the one hand, television enables them to calm down. On the other, the medium allows them to live out their energy and urge to act, and to learn something about the world. TV advertising is also experienced and assessed positively by children.

On the Internet children want to have contact with others. They love the interactivity and enjoy the possibilities of experimentation. Online advertising is especially effective with children when it ties in to things children are familiar with, presents new views of products, and is compatible with the realm of experience of the website.

Die Studie „Wer nicht fragt, bleibt dumm! Wahrnehmung und Wirkung von TV- und Onlinewerbung bei Kindern“ kann gegen eine Schutzgebühr von 25 Euro bei der IP Deutschland, Tel +49 221 456-24010, angefordert werden.

© 2015 rheingold