Abstract:

This paper describes findings and practical applications of a 1998 quantitative study conducted in six countries including Argentina Brazil and Mexico by Nickelodeon Just Kid Inc. and Research International. The study was designed to provide Nickelodeon with a strategic planning tool to support programming research and development and Nickelodeon’s regional expansion. Available surveys and data sources lacked sufficient insight and depth of information about the brand and consumer environment in which kids reside as well as their attitudes beliefs aspirations and consumption behaviors. The paper also discusses some observations about brands and branding and the significance of building brand loyalty early kids’ attraction to more adult brands how children are becoming more sophisticated consumers at a younger age and the emergence of regional and global brands targeted to kids.