Nickelodeon Research Indicates Co-Viewing Opportunities

by David Goetzl, May 11, 2012, 6:39 PM

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Across the globe, Nickelodeon research finds there is a “stronger sense of connectedness within the family,” with data showing that fathers are more heavily involved than before. Research covered 20 countries and found that in 82% of them fathers are more “hands-on” and spend more time with their kids than in the past. 

In 95% of the countries, however, both sons and daughters view mom as the “go-to parent” and the one they are closest to. 

Grandparents are viewed as a source of “emotional and practical support” by their grandchildren, and kids want to spend more time with them no matter how much they do. 

“Parents, kids and grandparents today, across every region in the world, share more in common and are drawn closer together by shared interests and embracing new value systems of tolerance and acceptance,” wrote Sarah Dell’Aquila, a manger in international research and insights at Nickelodeon, on a Viacom blog.

The research, tabbed “The Global Family,” suggested there are opportunities for increased multi-generational TV viewing. Research showed TV “lead(s) family leisure time in nearly 100% of markets studied, while two-thirds of kids watch a movie at home with their parents.” 

“This co-viewing allows families to actively share tastes and interests in what they are watching together,” Dell’Aquila wrote. 

Programmers may also have a greater opportunity to reach kids on digital platforms than before as parents are increasingly warming to their use. While kids for some time have had to lobby to use the technology, parents are now more open to it -- and Dell’Aquila writes that 6- to 8-year-olds now are “the start of a truly digital generation.” 

The research showed that some parents consider kids among their best friends -- a dynamic with particular strength in Brazil and Poland. The U.K. and Mexico are also areas that are above average in this category.

The closeness seems to breed openness, where kids are “increasingly exposed to their parents’ financial concerns.” Data shows that parents talk to their kids about money matters at home the most in Brazil and Mexico, and at a low level in Korea.

“This all shows that the decision-making process for families everywhere, across all categories and countries, is moving towards a more collaborative and democratic system,” Dell’Aquila wrote.

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