The Future of Childrens Media: Advertising PANEL 1 Surveying the Landscape: Advertising and Marketin

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The Future of Childrens Media
AdvertisingPANEL 1 -- Surveying the
LandscapeAdvertising and Marketing to Children
in the Digital Age

• Dr. Jerome D. Williams
• F.J. Heyne Centennial Professor of Communication
• University of Texas at Austin
• Joint Appointment in Advertising Department
  (College of Communication) and Center for African
  and African American Studies
• Children Now Conference
• Washington, DC
• July 20, 2006

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Themes Contributing to a Resurgent Interest in
Minorities and the New Media

• Significant demographic changes that have altered
  the size and presence of minority groups.
• Growing economic power of minorities.
• New marketing, media, information, data, and
  research technologies allow the identification of
  smaller, more targeted segments causing
  minority market segments to loom relatively
  large.
• Emergence of a new information infrastructure
  offers opportunities for breaking through old
  barriers now users can direct flow of
  information and determine content.
• (Source Jorge Reina Schement, Professor of
  Communications and Information Policy, Penn State
  University)

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U.S. Population Statistics by Race, 1990, 2000,
2004, and 2009 Share of Population (percentage)
2009
2004
Multiracial
Other
Asian
Multiracial
2
Other
6
4
Asian
2
American Indian
7
5
1
American Indian
1
Black
Black
13
13
White
74
White
72
Source Selig Center Economic Growth, Terry
College of Business, The University of Georgia,
April 2004.
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U.S. Hispanic Population Statistics, 1990, 2000,
2004, and 2009Share of Population (percentage)
18
16.0
16
14.1
14
12.5
12
9.0
10
8
6
4
2
0
1990
2000
2004
2009
Source Selig Center Economic Growth, Terry
College of Business, The University of Georgia,
April 2004.
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How Much Teens Spent in the Past WeekSource
Teenage Research Unlimited, Inc. (TRU)(Spring
2005)
Total 12-15 16-17 18-19 Total
Money 98 72 109 140 Own Money 68 42 76
112 Parents Money 30 30 33 28 Numbers
Shown are Averages Total Weekly Spending by
Teens 98 Hispanic 107 African American
100 White 96
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Their lives are saturated with access points

• 82 have cable or satellite
• 55 get premium channels like HBO
• 74 have access to internet from home
• Almost half of which is broadband (44)

1.5 computers
3.5 TVs
3.6 CD or tape players
2.9 video or DVD players
2.1 video game consoles
3.3 radios
Source Typical home of 8-18 year old youth from
Generation M Media in the Lives of 8-18
Year-olds. A Kaiser Family Foundation Study,
March 2005 and Forrester Research
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Youth today are growing up in a Culture of
Diversity and Choice
Due to immigration the world wide web the
experimentation of previous generations pushing
boundaries, Millennials have inherited a culture
of incredible variety and choice More so than
any generation is history
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Diversity is who they are

• In just 15 years, the under 20 market will be
  50 Caucasian and 50 ethnic
• 79 of teens age 12-17 report having close
  friends of a different race or ethnic origin

Source Yankelovich Youth Monitor 2005
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Its how they look
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Its also reflected in their entertainment choices

• Rap/Hip Hop is the most popular genre across
  ethnicity
• MTV Desi, MTV K and MTV Chi set to launch next
  year
• Nickelodeons Dora the Explorer the bilingual
  adventures of a little Latina girl and her monkey
  is one of the most watched TV programs among
  preschoolers
• The Adventures of CG, a monthly shojo manga
  serial launched August in Cosmo Girl!

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Kaiser Family Foundations 2005 studyGeneration
M Media in the Lives of 8-18 Year-OldsSome
Findings on Race and Ethnic Differences

• African American children spend more time on
  average watching television (405), than Hispanic
  (323) and White (245) children.
• When asked how often they play games, visit Web
  sites and use chat and e-mail features on the
  computer, White children spent the most amount of
  time in these activities (048) followed by
  Hispanic (042) and Black (037) youth.
• Instant messaging appears to be most popular with
  White kids (29) vs. Hispanic (23) and African
  American kids (15).
• African-American (126) and Hispanic (110) kids
  spend more time with video games (both handheld
  and console) than White (103) kids on average
  per day.
• African-American youth reported owning their own
  cell phone more often (43) than White and
  Hispanic youth (both 36)
• In terms of overall media exposure and use
  African-American (1010) youth are exposed to
  more media than Hispanic (852) or White youth
  (758). Hispanic and African-American youth
  average a slightly higher amount of time using
  media (630) vs. White (615) youth.

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Rapper Snoop Dogg hosted the recent
Sprite-sponsored Hip-Hop Gaming League playoff.
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Self-expression
Music used as ring-tones
Ring-tone sales are expected to top 500 million
this year
Billboard Magazines Hot Ringtones Chart will
debut in November
Now ring-tone DJs create original music for
cell phones
a new art form is born
Sources USA Today, August 1, 2005 and NYT The
Nokia Fugue in G Major July 10, 2005
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Youth Overweight 1988-94 to 1999-2000
White Black Mexican American
Source National Health and Nutrition Examination
Survey, NCHS, CDC.
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www.7up.com/index2.cfm
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www.drpepper.com/dp/html/index.html
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Ethnic Targeting of TV Ads

• ...More food commercials are aired during black
  prime time than general prime time (4.78 per
  30-minute program versus 2.89 per 30-minute
  program on general prime time). The researchers
  also found that 30 percent of the food
  commercials featured candy and 13 percent
  featured soda, significantly more than on general
  prime time television

Tirodkar MA, Jain A. 2001. Food messages on
African American television shows. Pediatric
Research 49(4 part 2 of 2)19A
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Kevin Lyttle
Turn Me On
The girl ya nah go get way tonite If she think
madd man nah go fight Me done feed she with
popcarn and sprite Now she whar come fly way
like kite
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Kanye West
Jesus Walks
Where restless Niggaz might snatch your
necklaceAnd next these Niggaz might jack your
Lexus We ain't going nowhere but got suits and
casesA trunk full of coke rental car from
AvisMy momma used to say only Jesus can save us
Through The Wire
I drink a boost for breakfast, and ensure for
dizzertSomebody ordered pancakes I just sip the
sizzurp Story on MTV and I ain't trying to make
the bandI swear this right here is history in
the making man All they heard was that I was in
an accident like GEICOThey thought I was burnt
up like Pepsi did Michael Unbreakable, would
you thought they called me Mr. GlassLook back on
my life like the ghost of Christmas pastToys R
Us where I used to spend that Christmas cash
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Conclusion
Some Points to Ponder
Categories, genres, styles everything is
crossing, blending and mixing
Kids today are growing up in a remix world
Converging media, new media, media on
demandentertainment is everywhere
Increasingly, kids choose when, where and how
they want their MTV Their lives are one
continuous (and overlapping) soundtrackscored
by them
Kids are creators, they want outlets for
interaction with each other and their world
More so than access, choice and control, the
desire for interaction is whats fueling kids
activity
The ability to interact with, mod out and share
brands is increasingly an expectation and source
of entertainment for kids
kids are not marketing adversethey welcome it
when its entertaining and gives them a chance to
engage with things they enjoy doing
Allowing consumers access to brand creates
loyalty, affinity and amplifies word-of-mouth
Moving from interaction to collaboration marketin
g with youth, not to them