Precise TV releases latest report on child media consumption  

Published on: 10th November 2022

The Precise Advertiser Report shares findings about viewing habits and spending patterns, and reveals 90% of parents co-view with their kids.

These family viewership habits and family spending patterns is key to kids’ influence over product purchases and travel decisions, says Precise TV.

YouTube is the dominant video channel, with YouTube commercials driving three times more purchase behaviour than other media, including broadcast TV.

Additional findings include that 20% of kids under 12 have made purchases with tokens in the gaming metaverse. Half of kids identified just four games – Roblox, Minecraft, Fortnite and The Sandbox – as being in the metaverse, while less than four in 10 parents say they understand the metaverse.

Christian Dankl, Precise TV co-founder, said: “This report quantifies household co-viewing and illustrates a causal relationship between content and family purchase decisions. Based on insights from this report, brands can make a lot of confident investments and get ads contextually aligned at the video level.”

Producing this report is tied to Precise TV’s mission to provide responsible COPPA-compliant ways for brands to get in front of kids and their parents enjoying popular content. The survey was conducted with 2,000 kids aged between 2-12, and their parents, in the United States.

“It’s important to regularly produce these reports due to the rapidity with which new trends emerge,” explained Holly Paxman Gibb, VP of Kids Media Sales US at Precise TV. “We’ve found there are multiple layers of household impressions a single commercial makes when it appears at the right place. Co-viewing is real, and it’s something brands must account for when they’re advertising”

This report also gives insights into how household buying decisions are made: family holidays and out-of-home experiences are where kids have the most influence on purchasing decisions.

To read the report in full visit:


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