Brittney Belshe, Sarah Berwick, Parker Scanlon.  Kids age 14 influence $160B spending in November & December ‘07  Average child sees 3,000 ads per day.

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Presentation transcript:

Brittney Belshe, Sarah Berwick, Parker Scanlon

 Kids age 14 influence $160B spending in November & December ‘07  Average child sees 3,000 ads per day  Marketers spend $1.4B/month marketing to kids

 Wal-Mart Website  Two Elves nudge kids  Yes – Applause  No – Silence  Creates culture nagging Creates  Poll  52% agreed Wal-Mart went to far  Wal-Mart says it puts a modern twist on tradition

 Typical kids watch 20 hours/week  View 40,000 TV ads per year  8 weeks leading up to Christmas “hard eight”  Toy commercials take the place of cereal ads  Ads appeared on:  NBC, ABC, CBS, Fox, CW, Nickelodeon, & Cartoon Network

 Using movies as a stepping stone into homes  Top selling toys for Christmas 2009  Twilight games  Princess and the Frog  New Star Wars  Hulk Hulk

 Scholastic adding toys  “We are not a toy catalog by any means”  Judy Newman, President of Scholastic Book Club

 When is a Toy shortage really a shortage and not to build media and hype?  T.M.X Elmo  250,000 units sold Sept. 19, 2007  Shortage set up by Mattel?  “Planned shortages are the perfect way to get kids to nag parents of presents”  Linn, Campaign for a Commercial-Free Childhood.

 2007  Student-targeted programs  Music, News, & Commercials  800 school buses  8 mins/hour devoted to commercials  Ad revenue shared with school districts  2009  10,000 busses, 1 M students, in 24 States  Campaign for a Commercial-Free ChildhoodCommercial-Free Childhood  Ceasing operations

 Are repetitive TV spots forcing kids to “want”?  Are interactive website like Wal-Mart’s “Elf Christmas site” too persuasive?  Should these sort of web sites be allowed?  Should it be up to the parents to regulate how much their kids see?