Children are a discriminating and potentially highly engaged audience, but influences on their viewing patterns are complex, a comprehensive study conducted by Screen Australia and the Australian Children’s Television Foundation has found.
Child’s Play was produced with the aim of increasing understanding of how children engage with screen content, and the unique challenges involved in financing, producing and scheduling children’s programs in today’s rapidly evolving media landscape.
The project draws together previously available data and insights from new research, building on issues raised in the Screen Australia publications Beyond the Box Office, What to Watch? and Convergence 2011: Australian Content State of Play.
Among the findings, it was revealed children are naturally savvy media users who can distinguish content made for them and prefer it. Children also engage with drama differently from other types of content and are more highly engaged with drama on a number of levels.
The Screen Producers Association of Australia (SPAA) said the findings clearly show that boys and girls aged 2-14 years have an overwhelming preference for children’s ‘narrative’ screen content, be it live action or animation. They like it the best, it is more engaging and a significant proportion of them are seeking out related content on second screens.
“This is a more sophisticated picture of what children want to watch. It shows that when compared to family viewing times, television ratings alone often understate the importance of children’s programs to children. What we can now see is the extent to which they are discerning viewers, seeking out content made specifically for them when they have control of the remote,” said Matthew Deaner, SPAA’s executive director.
Not only did 91 per cent of boys and girls say that they ‘liked’ programs ‘for them’, but 54 per cent said that they 'liked them the best'. In comparison, just 11 per cent said they liked family programs and 4 per cent said they liked adult programs the best.
Boys and girls tend to prefer programs with ‘characters’ and when watching them they are significantly more engaged. For example, when looking at multitasking rates, 80 per cent of children watching narrative content are often just watching the show and not doing any other activities at the same time. This rate falls, particularly among older children, when watching other types of ‘presenter’-based programs. But, importantly, multitasking does not always suggest that the child is less engaged, with 31 per cent of children often doing activities that are related to the television program they are watching.
“Children are increasingly connected to a growing array of media and communications devices and there is no home-ground advantage. With this in mind, producers, broadcasters, distributors and policy makers of Australian children’s content need to adapt to the changing paradigm of more choice via the internet, digital free-to-air multi-channels and other screen activities, such as interactive games,” said Deaner.
“Following the alarming decline of investment by broadcaster platforms, coupled with the now relaxed quota requirements, the vital and valued role of Australian children’s content runs the risk of being undermined by market forces. This research punctuates the industry’s ongoing calls for an increase in the Producer Offset for television production and the need to nurture new commissioning opportunities for multiplatform content across emerging distribution models,” added Deaner.
The full report can be found here.
Please login with linkedin to comment
With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]
celebrity chef Manu Feildel, best known for hosting My Kitchen Rules, will see his contract with Seven end this month. My Kitchen Rules, initially a ratings juggernaut for Seven, ended in 2020. Despite persistent rumours that the show would make a comeback in 2022, in a May interview with TV BlackBox, Seven’s director of programming Angus […]
Zurich has been co-principal partner of Melbourne Football Club since 2018 and the sponsorship arrangement broadened in 2020 when Zurich also became Co-Principal Partner of the club’s AFLW team. CEO of Zurich life & investments, Justin Delaney, expressed his excitement at being able to continue the successful partnership. “We’re thrilled to extend our partnership with […]
Isentia media monitoring has conducted a ranking of the top 75 most mentioned CEOs across broadcast, print and online media in Australia from January 1, 2021 to June 11, 2021. Qantas’ Alan Joyce had the most visibility of any CEO, with nearly 20 per cent of total mentions. Unsurprisingly, three of the top 10 visible […]
ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]
Cost continues to hold considerable influence on brand loyalty, yet emotional connections and ethical values are also becoming key loyalty drivers, according to new consumer research commissioned by Emarsys. Emarsys has launched its first annual Loyalty Index which seeks to understand whether ‘true’ loyalty still exists and what it looks like today. The company surveyed over […]
Nine dominated Sunday night, with the launch of Australian Ninja Warrior netting 795,000 viewers as per OzTAM’s metro data. It is the program’s fifth season, showing the Australian public’s apparently unwavering passion for watching incredibly fit people fall off tall objects. The top watched program was Nine News which had 1,064,000 viewers, as compared to Seven […]
The Heart Foundation’s new campaign – Saving Hearts – is a poignant reminder of what heart disease takes away from families while reminding the community that investing in research brings improved outcomes for survivors and their families. Created by DDB Group’s specialist healthcare agency, DDB Remedy, Saving Hearts captures the reality of the life-long impact […]
CHEP has announced the appointment of Justin Ruben as executive creative director, returning from a six-year stint in New York at Droga5 and The&Partnership New York. Leading the team in Sydney, Ruben’s creative talent will complement CHEP’s senior creative leadership team, led by Gavin McLeod, chief creative officer and Glen Dickson, deputy chief creative officer. […]
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]