Study: YouTube Scores High Viewing, Ad Recall For Kids

by Wayne Friedman , August 19, 2021

Over one-third of kids ages 2-12 can only be reached by marketers from digital platforms such as YouTube, online sites, social media, and VOD, according to study for Precise TV, an ad tech company, conducted by Giraffe Insights, a youth/family research company.

In particular, YouTube is a strong component -- 85% of the kids surveyed used the video platform — and 70% remembered seeing advertising on it.

This number is versus 36% those who remember TV ads on broadcast, 32% on video-on-demand; 18% on non-YouTube online videos; 17% on social media; and 14% on gaming.

After YouTube, 21% of the time the kids used Nickelodeon to access online content; 20% for Cartoon Network, and 14% for Nick Jr., according to the research.

YouTube is accessed by kids on portable devices 78% of the time; 15% on connected TV; 4% on regular TV; and 3% on gaming consoles.

While YouTube dominates overall use, non-YouTube videos on demand also scored high -- 71% consume content here; 60% for gaming; 46% with social media; 41% with live or recorded broadcast TV.

Precise TV says 2,000 kids participated in a 15-minute survey with questions aimed at both kids and their mothers.

Precise TV, is a video ad technology company, with clients that include kids-targeted marketers Pokemon, Electronic Arts, Seaworld, Playmobil, as well as adult-skewing Adobe, Chanel, Hilton and Jaguar.

advertising, digital, kids 6-11, streaming, tv, youtube

4 comments about "Study: YouTube Scores High Viewing, Ad Recall For Kids".

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John Grono from GAP Research, August 19, 2021 at 7:31 p.m.
Hmmmm.   The opening sentence of this article states that "Over one-third of kids ages 2-12 can only be reached by marketers from digital platforms..."

That means that over one-third of 2-12s don't use any other media at all.   That seems to be an over-reach.

Ed, I don't have access to US TV data, but would you have a weekly or monthy 2-12 TV reach percentage figure?   I suspect that the TV reach alone would contradict the claim made, let alone including any other media.
Reply

Ed Papazian from Media Dynamics Inc, August 19, 2021 at 10:08 p.m.

John, the last Nielsen weekly reach for TV tally I have seen is based on 3rd Q data for 2019. This had adults 18+ with a weekly reach of 89%, kids 2-11 the same and teens 12-17 a bit lower at 82%. I would assume that the percentages would be about 5-6 points lower, currently but even so, reach would continue to build beyond a week.

John Grono from GAP Research, August 19, 2021 at 10:41 p.m.

Thanks Ed.

As suspected as around three-quarters of 2-12s watch TV in a week, how the devil can "over one-third of kids ages 2-12 can only be reached by marketers from digital platforms", even if they didn't go to the cinema, listen to the radio, see a billboard, flick through a magazine etc.

Ed Papazian from Media Dynamics Inc, August 20, 2021 at 7:46 a.m.

John, it's just standard propaganda---probably based on some study which was designed or slanted to make the point---and geared for people ---there are many---who are clueless about the facts. I assume that the 18-24-year-old study shows that almost none of these "key marketing prospects" watches TV at all.