Children in front of the television: the adultisation and digitisation of audiovisual content

Fernández Cavia, Josep, 1963-; Martín Guart, Ramon

Children in front of the television: the adultisation and digitisation of audiovisual content

License

Citation

Martín-Guart R, Fernández Cavia J. Children in front of the television: the adultisation and digitisation of audiovisual content. Prisma Social. 2016; E1: 209-37.

Abstract

In order to be efficient, advertising needs to show familiarity with the communication habits of its target audience. As an audience group, children pose huge challenges, particularly since they constitute a target whose gender is not taken into consideration and which has an excessively broad age range, thereby masking a highly varied spectrum of behaviour. To identify the main differences in television viewing by Spanish children depending on age and gender, a study was prepared using three sources as its basis: Kantar Media, the EGM and a specific survey on 23 children. The results show a gradual adultisation of television viewing in favour of channels not intended solely for children. Audiovisual content is not viewed merely on a television set. Digital media have taken pole position as an entertainment choice, particularly among children over the age of 11.