• Ad Age, Tuesday, November 22, 2005 1:15 PM

A new study reveals good news for marketers who target kids with their products and services: kids don't skip through TV commercials. The survey was conducted by Mediamark Research Inc. and included about 5,400 children, ages 6 through 11. When asked what they do when a commercial comes on TV, nearly 60 percent responded that they watch the spot. The survey also found that kids prefer listening to music on CDs rather than MP3 players, and that playing video games is their top online activity. Nearly 29 percent of boys said they played a video game, computer game or Web game every day, compared with about 11 percent of girls. MRI said the survey will be supplemented in coming months by the results of simultaneous research on one parent or guardian of the young respondents, which asked how the interaction between parents and children shapes media consumption and purchase behavior.

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