THEME OF THE MONTH: YOUNG TARGET GROUP

There are many myths that claim that young people do not watch TV these days. This is not true, as evidenced by the wide variety of film and fairy tale programming not only on commercial stations. Young viewers aged 4-18 are mainly looking for entertainment and music programmes on TV, while children’s favourite programmes also include soap operas, reality and talent shows.*1 On Nova, children’s audiences of all ages like to watch movies, animated hits and popular film series such as Harry Potter, but they are also loyal to Czech productions, with classic and new Czech fairy tales such as Tři Bratři and Tři oříšky pro Popelku.*2

In terms of time in front of the TV, young viewers aged 4-18 spend approximately 1h 9m in front of the TV every day *1, which adds up to thirty hours of content viewing in a whole month.

For more information on young target groups, their attitudes and TV viewing behaviour, see the ‘young target groups’ tag here.

This time in ScreenVoice MAGAZINE, we look at what are the good and bad examples in advertising targeted at children and what are the boundaries to follow when creating ads targeted at children.

*1 Source: ATO-Nielsen; živě+TS0-3; CS 4-18; ATS/den; rok 2022; MML-TGI, CS 12-18 let, Q1+Q2 2022

*2 Source: ATO-Nielsen; živě+TS0-3; CS 4-18

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