European children talk about animated cartoons

Date of publication: October 22, 1997

Abstract:

This joint research project was conducted by Millward Brown in four European countries (Italy, the United Kingdom, the Netherlands and France) in March 1997 on a total sample of 100 children aged 6 to 12 years, all of whom watch television every day. This paper identifies the role played by TV within the activities of the European children interviewed, identifies viewing situations and preferences relating to TV programmes; identifies the perception of the most famous on-air TV cartoon characters; and establishes the suitability of TV cartoon characters to advertise specific brands or products.

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