Reference: Victoria J. Rideout et al., ‘Zero to Six: Electronic Media in the Lives of Infants, Toddlers and Preschoolers’, Menlo Park, CA, Henry J. Kaiser Family Foundation, Fall 2003, p. 4 ; Newton N. Minow and Craig L. LaMay, Abandoned in the Wasteland: Children, Television, and the First Amendment, New York, Hill and Wang, 1995, p18; Richard Zoglin, ‘Is TV Ruining Our Children?’ Time, 15 October, 1990.
Television is an ideal way for advertisers to reach children as it is so omnipresent in homes around the world. In more than a third of the homes of American preschool children the television is on most of the time, whether or not anyone is watching. By the time they get to first grade American children will have “spent the equivalent of three school years in the tutelage of the family television set” and by the time they finish high school they will have spent more time watching television than they spent in class for their entire schooling.
The average child watches more than 21 hours of live television a week and another six hours of pre-recorded television, DVDs and videos.
Reference: Anne Sutherland and Beth Thompson,Kidfluence: The Marketer's Guide to Understanding and Reaching Generation Y – Kids, Tweens, and Teens, (New York, McGraw-Hill, 2003), p. 58; Victoria Rideout et al., ‘Generation M: Media in the Lives of 8–18 Year-Olds, Executive Summary’, Menlo Park, CA, Henry J. Kaiser Family Foundation, March 2005, p. 9 ; Susan Gregory Thomas, Buy, Buy Baby: How Consumer Culture Manipulates Parents and Harms Young Minds, Boston, Houghton Mifflin, 2007, p. 9.
Two out of three children over eight years old have a television in their bedroom; as do one in three aged between two and seven and one in four children under two.
The average child watches 17.5 hours of television each week.
Reference: Phil Marchionni, ‘Advertising and Children: Ethical Perspectives’, in Stephen Frith and Barbara Biggins (eds) Children and Advertising: A Fair Game?, Sydney, New College Institute for Values Research, 1994, p. 73.
20 per cent of children watch television for more than 30 hours each week.