Abstract:

In any measurement system, some elements are more difficult to measure than others. In media research, children are a particularly difficult element. There are serious questions about the reliability of today's children's measurement. Yet the importance of the children's target to many major marketers underscores the need to focus research efforts in this area. This paper reviews the characteristics that make children so difficult to measure, focusing on how this affects television audience measurement. Most of the questions in the U.S. concern children's ability and willingness to push their people meter buttons (or participate in any research effort) consistently. Several industry studies demonstrate the complexity of the children's viewing environment with implications for research. Academic researchers are taking an interest in the subject as well. One recent study found that accuracy in reporting TV viewing increases with age, socioeconomic status and school achievement Another shows that children's ability to use television technologies is related to parental encouragement Furthermore, another professor's work suggests that children's gratification from television viewing combined with an increased effort to viewing may lead to greater involvement with measurement devices. We feel that more methodological research is necessary in this area. Also increased attention to training and motivation are vital to any attempts to improve compliance and accuracy among the children. Since the characteristics of children are universal, many of the problems we face in the U.S. are relevant to other countries. Most countries have specific children's dayparts and accept advertising in these dayparts. The paper also discusses how child TV audiences are measured in other countries, including ages measured, techniques and special problems.