MAM

Pester power picks on more products

MUMBAI: Pester power is on the rise. Even Cartoon Network, the channel that commissioned NFO to study brat power of persuasion on the purchasing power of their parents, is pleasantly surprised to note that Indian kids (particularly in the advertiser friendly SEC A & B categories) have greater influence on the brands bought in their homes than they did last year.

New Generations 2002, the December 2002 study that surveyed a total of 3218 kids and their mothers across 14 cities, six of them metros, found that a whopping 75 per cent of the kids that receive pocket money get it weekly or oftener, a trend that's showing an increasing trend in Generations surveys since the first one conducted in 1998. 39 per cent of children from all cities surveyed get at least Rs 100 monthly as pocket money, the list led by the relatively smaller northen city of Ludhiana where nearly 69 per cent of kids draw regular pocket money.

Pester power this year also comes with a measure of parental validation. A good 31 per cent of parents today are willing to let kids accompany them when they are out to buy a durable, 43 per cent would take their kids along when on a trip to buy a computer and 39 per cent when out to purchase a music system.

Done with a focus on India as one of its key markets, the Cartoon Network survey ostensibly aims at studying juvenile media habits and the growing phenonmenon called pester power that enables advertisers to target elders using children as a via media. The number of categories to which pester power is increasingly applicable over the years makes for what ad guru Alyque Padamsee terms the transformation of parents into an 'extension of kids' desire to buy.'

Interestingly, as many kids in smaller cities like Ludhiana, Jaipur and Guwahati get pocket money to spend as they wish, as do their counterparts in Delhi and Mumbai, and often more than kids in Chennai, Bangalore and Kolkata. The amount pocketed too is on the rise, if the results of Generations 2002 are to be believed - 20 per cent of those who get pin money get it once a week, 23 per cent get it two to three times a week and 32 per cent get it daily.

A good 53 per cent of the kids who get allowances receive over one hundred rupees a month, most of which is spent on indulgences like chocolates, soft drinks and chips. Pester power however extends to products like cornflakes, biscuits and milk food drinks, where the reasons for brand choice among kids could range from liking the advertisement for the product to freebies that go with it and noticing its presence in the shops.

Parents interviewed during the month long survey show an amazing tolerance for their children's brand preferences. For a product like a kids' bicycle, 42 per cent said they would buy a brand the child preferred, if it met their requirements. 32 per cent said they seek the child's opinion before buying and 16 per cent said they would buy the brand the child liked most, indicating that in nearly 90 per cent of the cases, the child has a distinct say in brand choice.

For the first time, the Generations survey also studies the values and attitudes of kids in urban India, revealing that while achieving good grades at school remains a top priority for all children, the freedom to do what they please too ranks high (72 per cent) as does owning the latest things in the market (59 per cent) and looking good (90 per cent).

As regards kids' media habits, the study indicates that three quarters of the kids choose the channel they want during kids' prime time between 4 pm and 8 pm. Star Plus, the general entertainment channel follows Cartoon Network as the most watched channel among kids, with 46 per cent children voting it their favourite channel.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/pradeep.jpg?itok=fr8Pv-PV
Uber appoints Pradeep Parameswaran as its new India head

Ride-sharing app Uber on Tuesday appointed Pradeep Parameshwaran as its new India and Asia head. The company's move is in line with its aim to double down on its investment in the country, as it looks to grab market share from home-grown rival Ola (ANI Technologies Pvt Ltd).

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/goal.jpg?itok=0hBJnd6r
Adidas wakes up entire neighbourhood to celebrate Football

Dentsu Aegis Network’s flagship media agency Carat, has partnered with the network’s OOH agency Posterscope, to launch a massive campaign for FIFA World cup 2018. The idea was to create buzz and excitement around FIFA and to own conversations around the World cup for Adidas in a cricket dominated...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/choice.jpg?itok=U7_vGu3m
Blush’s latest video titled ‘The Choice’ in association with Indira IVF

Indira IVF, in collaboration with Culture Machine’s digital channel ‘Blush’, released a video titled ‘The Choice’, as a part of Blush's on-going Mothers & Daughters series.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/arun.jpg?itok=Bp0jNGTf
Arun Sharma elevated to COO for Delhi business at Initiative

Initiative, which is a full-service media agency from IPG Mediabrands, has promoted Arun Sharma to the role of chief operating officer for Delhi business.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/oprah.jpg?itok=ejnr-wOD
Apple signs multi-year deal with Oprah Winfrey

MUMBAI: Remember the Oprah Winfrey show? The unstoppable business woman  behind the show has now signed a multi-year content partnership with technology company Apple. Winfrey will work with the iPhone maker to produce TV shows for its forthcoming streaming service. Winfrey is a renowned media...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/19/Fathers_Day.jpg?itok=Chcum7lQ
Hypercollective brings up an BBG's emotional short film on this Father's Day

The short film is created by Hyper Collective, an collaborative communication, technology and marketing company headed by KV Sridhar aka Pops.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/dentsu.jpg?itok=QyRVe7RZ
Dentsu Webchutney, Filpkart launch unique campaign with Instagram emoji slider feature

MUMBAI: Dentsu Webchutney, the multinational media and marketing communication company, has today launched a unique campaign using Instagram’s emoji slider feature for the exclusive launch of Honor 7A-SlideShot on Filpkart. The emoji slider sticker on Stories, is another fun place where your...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/jd.jpg?itok=iCvwDes0
Google invests $550 million in Chinese e-commerce company

MUMBAI: American multinational technology company, Google, is all set to invest $550 million in China’s second largest e-commerce company JD.com. The move comes as part of the technology giant’s effort to expand its presence in fast growing Asian market. Under the agreement, Google will receive 27...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/06/18/miis.jpg?itok=hKkHO3lk
UC Browser’s Miss Cricket Campaign Makes Debut on billboard at New York Times Square

After almost 2 months of fierce competition, UC Miss Cricket Contest, an exciting campaign from UC Browser, has come to an end, with the winner Nishi Singh featuring on a billboard at New York Times Square. The 21-year old new rising star has also received cash prize of Rs 10 lakh, while the first...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories