Skip to content

[New Report] Kids & the Screen USA

Boy looking at screen

A new study from Precise TV and Giraffe Insights, a specialist kids, youth and family research agency, has revealed that children between two and twelve recall adverts on YouTube two times more often than adverts on regular broadcast television.

In a survey of 2,000 families, 70% of children said they recall ads on YouTube whereas, only 35% recall ads on broadcast TV.

"The convergent TV revolution is upon us,” says Christian Dankl, Precise TV Co-Founder and Chairman. “As the traditional TV, streaming and online premium video worlds coalesce, YouTube is the dominant catch for all advertisers coveting audiences online and via connected TVs.

Further notable findings include:

  • 85% of kids in the US say YouTube is the most popular way they consume content 
  • 70% of kids saw ads on YouTube vs only 35% on broadcast TV
  • 34% of kids said they asked their parents to buy them something after seeing an ad on Youtube

Giraffe Insights Managing Director Maxine Fox says “This exciting piece of research comes at a time where brands need to understand and respond to the changing environment and the impact this is having on kids viewing. If brands and advertisers are not focusing on a digital-first strategy they’re missing at least a third of their desired audience from the outset.”

Complete the form on this page to download and read the full report.

Topics: coppa, kids marketing, youtube, Google, privacy, advertising, contextual targeting, brand suitability, Kids, tiktok, netflix, disney, youtube kids, viacom, nickelodeon