CONSUMERS

&

BRANDSAdvertisingandmarketingtochildrenintheU.S.CHAPTER

01OverviewAdvertisingspendingonchildren'sproductsandservicesintheUnitedStatesin2021and2022(inbillionU.S.dollars)Adspendonkidsproducts&servicesintheU.S.2021-20221.81.61.41.21.61.11.00.80.60.40.20.0202120223Description:In2022,advertisingspendingtopromotechildren'sproductsandservicesintheUnitedStatesamountedto1.6billionU.S.dollars.Kids'adspendinthecountry,includinginvestmentsinadvertisingtoysandgames,entertainment,andpersonalcare,increasedfrom1.1billiondollarsinthepreviousyear.Thisrepresentedagrowthofnearly50percent.ReadmoreNote(s):UnitedStates;2021and2022;children'sproductsandservicesincludingtoysandgames,entertainment,andpersonalcareSource(s):MediaPost;MediaRadarDistributionofadvertisingspendingonchildren'sproductsandservicesintheUnitedStatesin2021and2022,bymediumShareofadspendonkidsproducts&servicesintheU.S.2021-2022,bymediumDigitalTraditionalTVPrint120%100%80%60%40%20%0%202120224Description:Theshareofdigitalinkids'advertisingspendingintheUnitedStatesincreasedto70percentin2022,upfrom54percentinthepreviousyear.Ontheotherhand,theshareoftraditionalTVandprintintheadexpendituretopromotechildren'sproductsandservicesdeclined.ReadmoreNote(s):UnitedStates;2021and2022;children'sproductsandservicesincludingtoysandgames,entertainment,andpersonalcareSource(s):MediaPost;MediaRadarSpendingondigitaladvertisingtochildrenworldwidein2021,byregion(inmillionU.S.dollars)Kidsdigitaladspendworldwide2021,byregion1,2001,081.71,000800600400200838.1690.2171.1118.90NorthAmericaEuropeAsia-PacificMiddleEast&AfricaSouthAmerica5Description:In2021,spendingondigitaladvertisingtochildrenstoodat2.9billionU.S.dollarsworldwide.NorthAmericawasthelargestmarket,accountingfor37percentofthetotalspendingor1.08billionU.S.dollars.Europefollowedwith29percentor838milliondollars.ReadmoreNote(s):Worldwide;2021Source(s):TransparencyMarketResearchVolumeofadvertisingspendingperapplicationonchild-directedandnon-childdirectedappsworldwidein1stquarter2022(indexedtoallapps)Adspendperapplicationforchildrenvs.non-childrenmobileapps20223.02.662.52.01.511.00.50.00.8Child-directedNonchild-directedAllapps6Description:Asofthefirstquarterof2022,theaverageadvertisingspendingformobileappstargetingchildrenwasoverthreetimestheamountspentonappstargetinggrownups.Incomparison,advertisingspendinginmobileappsnottargetingchildrenwasindexedat0.80acrosstheGooglePlayStoreandtheAppleAppStore.ReadmoreNote(s):Worldwide;Q12022;GooglePlayStoreandtheAppleAppStore,adspendperappSource(s):PixalateLeadingmerchandiselicensorsworldwidein2021,byretailsales(inbillionU.S.dollars)Leadingmerchandiselicensorsworldwide2021RetailsalesinbillionU.S.dollars010203040506056.2TheWaltDisneyCompanyDotdashMeredithAuthenticBrandsGroup35.921.7WarnerMedia/WarnerBros.ConsumerProductsThePokémonCompanyInternationalHasbro158.58.48.3NBCUniversal/UniversalBrandDevelopmentMattel*7.46.5BluestarAllianceParamountGlobal/ParamountConsumerProductsandExperiences67Description:Amongtheleadingorganizationsinlicensedmerchandiseworldwidein2021,WaltDisneyCompanyrankedfirst,withglobalretailsalesof56.2billionU.S.dollars.NextinlinewasDotdashMeredith(formerlyMeredithCorporation),withgloballicensedmerchandisesalesof35.9billionU.S.dollarsthatyear.ReadmoreNote(s):Worldwide;2021;*Figuresareestimates.ReadmoreSource(s):License!GlobalCHAPTER

02TopbrandsFavoriteentertainmentbrandsamonggirlsaged3to6intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamonggirlsaged3-6intheU.S.202314%13%12%12%10%8%9%9%8%6%4%2%0%DisneyBarbieBlueyLegoFrozen9Description:AnonlineApril2023surveyamongparentsofgirlsagedthreetosixintheUnitedStatesfoundthatDisneywasthetopentertainmentbrandamonggirlsinthatagegroup,namedfavoriteby13percentofrespondents.Barbiecloselyfollowedwith12percent.ReadmoreNote(s):UnitedStates;April2023;3-6yearsSource(s):BrandTrendsGroupFavoriteentertainmentbrandsamonggirlsaged7to9intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamonggirlsaged7-9intheU.S.202311%11%10%10%10%10%8%6%4%2%0%DisneyBarbieLegoMarvelRoblox10Description:DuringanonlineApril2023surveyamonggirlsagedseventonineintheUnitedStates,itwasfoundthatDisneyandBarbiewerethetopentertainmentbrandsamonggirlsinthatagegroup,namedfavoriteby11percentofrespondents.Lego,Marvel,andRobloxfollowedwith10percenteach.ReadmoreNote(s):UnitedStates;April2023;7-9yearsSource(s):BrandTrendsGroupFavoriteentertainmentbrandsamonggirlsaged10to14intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamonggirlsaged10-14intheU.S.202314%13%12%10%8%10%10%8%6%6%4%2%0%DisneyLegoMarvelRobloxNetflix11Description:DuringanonlineApril2023surveyamonggirlsaged10to14yearsintheUnitedStates,itwasfoundthatDisneywasthefavoriteentertainmentbrandofgirlsinthisagegroup,namedby13percentofrespondents.LegoandMarvelfollowedwith10percenteach.ReadmoreNote(s):UnitedStates;April2023;3,762respondents;10-14yearsSource(s):BrandTrendsGroupFavoriteentertainmentbrandsamongboysaged3to6intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamongboysaged3-6intheU.S.202314%13%12%12%12%10%8%9%7%6%4%2%0%LegoPawPatrolSpider-ManMarvelDisney12Description:AnonlineApril2023surveyamongparentsofboysagedthreetosixintheUnitedStatesfoundthatLegowasthetopentertainmentbrandamongboysinthatagegroup,namedfavoriteby13percentofrespondents.PawPatrolandSpider-Mancamesecond,eachwith12percent.ReadmoreNote(s):UnitedStates;April2023;3,762respondents;3-6yearsSource(s):BrandTrendsGroupFavoriteentertainmentbrandsamongboysaged7to9intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamongboysaged7-9intheU.S.202317%17%16%14%12%10%8%11%10%10%6%4%2%0%LegoMarvelSpider-ManPokemonRoblox13Description:DuringanonlineApril2023surveyamongboysagedseventonineintheUnitedStates,itwasfoundthatLegoandMarvelwerethefavoriteentertainmentbrandsamongboysinthatagegroup,withashareof17percentofrespondents.Spider-Manfollowedwith11percent.ReadmoreNote(s):UnitedStates;April2023;3,762respondents;7-9yearsSource(s):BrandTrendsGroupFavoriteentertainmentbrandsamongboysaged10to14intheUnitedStatesasofApril2023Favoriteentertainmentbrandsamongboysaged10-14intheU.S.202320%18%18%16%14%12%10%8%10%9%9%8%6%4%2%0%MarvelLegoAmazonFortniteDCComics14Description:DuringanonlineApril2023surveyamongboysaged10to14intheUnitedStates,itwasfoundthatMarvelwasthetopentertainmentbrandamongboysinthatagegroup,namedfavoriteby18percentofrespondents.Legorankedsecondwith10percent.ReadmoreNote(s):UnitedStates;April2023;3,762respondents;10-14yearsSource(s):BrandTrendsGroupTopclothingbrandsamongstteenagersintheUnitedStatesasofSpring2023Clothingmarket:TopbrandsamongstU.S.teens2023Shareofrespondents15%0%5%10%20%25%30%35%NikeAmericanEaglelululemonH&M33%7%6%4%SHEIN3%15Description:NikewasbyfarthemostpopularbrandofclothingamongstteenagersintheUnitedStates,accordingtosurveyresultsfromSpring2023.Inthattimeperiod,onethirdofAmericanteenspreferredtobuyandwearNikeclothes.

ReadmoreNote(s):UnitedStates;February13toMarch21,2023;5,690respondents;Averageage:16.2Source(s):PiperSandlerLeadingfootwearbrandsamongstteenagersintheUnitedStatesasoffall2022TopfootwearbrandsamongstU.S.teensasoffall2022Shareofrespondents30%0%10%20%40%50%60%70%NikeConverseVans60%10%7%7%AdidasCrocs2%16Description:ThisstatisticdepictsthepreferredfootwearbrandsamongstteensintheUnitedStatesasoffall2022.ThesurveyrevealedthatNikehadbyfarthehighestpopularityamongstteenagers.ConversecamesecondandadidasandVansreceivedanequalshareofthevote.ReadmoreNote(s):UnitedStates;August12toSeptember23,2022;14,500respondents;Averageage:15.8yearsSource(s):PiperSandlerCHAPTER

03AdvertisingconsumptionMediawherechildrensaworheardadvertisingintheUnitedStatesasof2ndquarter2023MediawhereU.S.childrenhaveseen/heardads202370%60%60%50%40%30%20%10%0%30%28%20%17%13%9%YouTubeVideoondemandBroadcastTVOnlinevideosTikTokRadioSocialmedia18Description:Nearly65percentofchildrenintheUnitedStatesreportedhavingrecentlyseenorheardadvertisingonYouTubeasofJune2022.Accordingtothesurvey,kidsrecalledYouTubeadsfarhigherthanadvertisingontelevision.Around30percentofthechildrenandfamiliesinterviewedforthestudycitedtheyhadseenTVads.ReadmoreNote(s):UnitedStates;Q22023;2,000respondents;2-12years;accordingtochildrenandtheirparentsSource(s):GiraffeInsights;PreciseTVMediawherechildrensawanadforthelastthingtheyaskedtheirparentstobuyintheUnitedStatesasof2ndquarter2023MediawithhighestpurchaseintentinfluenceamongchildrenintheU.S.2023Shareofrespondents0%5%10%15%20%25%30%35%YouTubeBroadcastTVInstore33%12%10%AVOD6%6%WebsitesWhilegamingSocialmediaTikTok5%4%3%19Description:CommercialswatchedonYouTubeled33percentofthesurveyedchildrentoasktheirparentstobuyaproductintheUnitedStates,accordingtothestudyconductedinthesecondquarterof2023.YouTubeadshadthehighestinfluenceonpurchasebehavioramongtheselectedchannels.Incomparison,12percentofthekidsmentionedhavingseenonbroadcastTVadsforthelastthingtheyaskedtheirparentstobuy.

ReadmoreNote(s):UnitedStates;Q22023;2,000respondents;2-12years;accordingtochildrenandtheirparentsSource(s):GiraffeInsights;PreciseTVMediawhereparentshaveseenadvertisingwhenco-viewingcontentwiththeirchildrenintheUnitedStatesasofJune2022MediawhereU.S.parentshaveseenadstogetherwiththeirchildren202240%34%35%30%25%20%15%10%5%20%11%2%1%0%YouTubeBroadcastTVYouTubeKidsTikTokOthersocialmedia20Description:AccordingtoasurveyconductedintheUnitedStatesinJune2022,34percentofparentsreportedseeingadsonYouTubewhileco-viewingcontentwiththeirchildren.Around20percentofrespondentssawadsonbroadcastTV,while11percentwatchedthemonYouTubeKids.ReadmoreNote(s):UnitedStates;June2022;1,797respondentsSource(s):GiraffeInsights;PreciseTVShareofparentswhosaidtheirchildrenrequestedproductsintheUnitedStatesasofDecember2022,bysourceofinspirationParentswithchildrenwhorequestproductsintheU.S.2022,byinspirationSource

ofinspirationFriendorpeerKid'shobbyAges

0-449%Ages

5-760%Ages

8-965%62%74%75%SawitinastoreSawitonlineTVads74%85%85%55%72%75%61%75%76%TVshowtie-in71%79%76%21/statistics/1374352/share-gen-alpha-children-requesting-products-tv-adsDuringasurveyheldinDecember2022,76percentofrespondingGenAlphaparentswithchildrenages8to9saidthattheirchildrenrequestedproductsbasedonTVads.Thissharewas75percentforGenAlphaparentswithchildrenages5to7.

ReadmoreNote(s):UnitedStates;December10to20,2022;2,001respondents;amongparentswithchildrenundertheageofnineSource(s):MorningConsultMediawhereteenagerssawadvertisingintheUnitedStatesasofApril2023MediawhereteenagerssawadvertisingintheU.S.202350%45%45%40%35%30%25%20%15%10%5%28%23%23%20%18%15%15%0%YouTubeFacebookTikTokInstagramBroadcastTVMobilegamingappsInternetbanner

Videoondemand(VoD)22Description:Duringa2023survey,45percentofteenagersintheUnitedStatesreportedhavingrecentlyseenadvertisingonYouTube.Accordingtothesurvey,teensrecalledYouTubeadsfarmoreoftenthanadvertisingontelevision.Around20percentoftheteenagersinterviewedforthestudysaidtheyhadseenbroadcastTVads.ReadmoreNote(s):UnitedStates;MarchandApril2023;1,000respondents;13-17yearsSource(s):GiraffeInsights;PreciseTVMediawhereteenagerssawbestandmostengagingadvertisingintheUnitedStatesasofApril2023MediawhereteenagerssawbestadvertisingintheU.S.202330%25%25%20%15%10%5%19%19%18%16%0%YouTubeFacebookBroadcastTVTikTokInstagram23Description:Duringa2023survey,25percentofteenagersintheUnitedStatesstatedtheysawthebestadsonYouTube.FacebookandbroadcastTVrankedsecond,bothnamedby19percentofrespondents.

ReadmoreNote(s):UnitedStates;MarchandApril2023;1,000respondents;13-17yearsSource(s):GiraffeInsights;PreciseTVMediawhereteenagerssawanadforthelastthingtheyaskedtheirparentstobuyintheUnitedStatesasofApril2023MediawithhighestpurchaseintentinfluenceamongteenagersintheU.S.202320%18%16%14%12%10%8%19%13%12%8%7%6%5%4%4%4%2%0%YouTubeTikTokFacebookInstagramSawitinstoreBroadcastTVVideoondemand

Mobilegamingapps24Description:Duringa2023survey,13percentofrespondingteenagersfromtheUnitedStatessaidthatitwasonTikTokthattheysawanadforthelastthingtheyaskedtheirparentstobuy.YouTuberankedfirst,namedby19percentofrespondents.

ReadmoreNote(s):UnitedStates;MarchandApril2023;1,000respondents;13-17yearsSource(s):GiraffeInsights;PreciseTVCHAPTER

04MediausageReachofvariousmediaamongteenagersintheUnitedStatesasofApril2023MediareachamongteensintheU.S.2023Shareofrespondents30%

40%0%10%20%50%60%70%80%WatchedYouTubeUsedFacebook82%66%65%64%63%WatchedTikTokPlayedvideogamesUsedInstagramWatchedvideoondemandUsedSnapchat57%54%ListenedtotheradioWatchedbroadcastTVGonetothemovietheaterWatchedcontentonotherapps47%43%37%36%26Description:Whenaskedhowtheyconsumedcontent,65percentofrespondingteenagersfromtheUnitedStatessaidtheywatchedTikTokrecently.YouTubewasthemostoftenmentionedplatform,namedby82percentofrespondents.

ReadmoreNote(s):UnitedStates;MarchandApril2023;1,000respondents;13-17yearsSource(s):GiraffeInsights;PreciseTVReachofvariousmediaamongchildrenintheUnitedStatesasof2ndquarter2023MediareachamongchildrenintheU.S.2023Shareofrespondents30%

40%0%10%20%50%60%70%80%90%86%100%WatchYouTubeWatchvideoondemandGaming63%50%WatchTikTok38%34%WatchbroadcastTVListentotheradio30%WatchotheronlinevideosUsesocialmedia(notTikTok)GotothemovietheaterWatchcontentonotherappsReadmagazines/catalogsPlayesports25%25%24%17%11%9%27Description:Whenaskedhowtheyconsumedcontent,38percentofrespondingchildrenfromtheUnitedStatessaidtheywatchedTikTokrecently.YouTubewasthemostoftenmentionedplatform,namedby86percentofrespondents.

ReadmoreNote(s):UnitedStates;Q22023;2,000respondents;2-12yearsSource(s):GiraffeInsights;PreciseTVOnlineactivitiesofchildrenaccordingtoparentsintheUnitedStatesasofMay2022U.S.parentsestimationofkidsonlineactivities202290%82%80%67%70%60%50%40%30%20%10%0%35%24%5%3%WatchvideosonYouTube

PlayvideogamesonlineInteractwithadigitalassisstantCreatesmediacontentOtherNone28Description:InaMay2022survey,parentsintheUnitedStateswereaskedinwhichonlineactivitiestheirchildpartakes.ThemostcommonanswersincludedchildrenwatchingYouTubevideos,selectedbyapproximately82percentofrespondents,andplayingonlinevideogames,chosenby67percentofU.S.parents.Whenchildrenandadolescentsthemselvesareaskedabouttheironlineactivities,theself-estimationmayvary.

ReadmoreNote(s):UnitedStates;May22to23,2022;1,079respondents;18yearsandolder;respondentsweretheparentsofchildrenundertheageof18.Source(s):DIW;PCMagazineDailyscreentimeallowedbyparentsintheUnitedStatesasofSeptember2022HoursofscreentimeallowedforchildrenintheU.S.202240%35%30%25%20%15%10%5%38%30%15%9%8%0%Lessthanonehour1-2hours3-4hours4-5hours6+hours29Description:AccordingtoasurveyofparentsintheUnitedStatesconductedinSeptember2022,besidestimegrantedforhomeworkandeducationalpurposes,38percentofrespondentsreportedallowingtheirchildrentousedigitaldevicesbetweenoneortwohoursperday.Incomparison,30percentofrespondentsreportingtoallowtheirchildrenbetweenthreeandfourhoursofscreentimeperday,whileeightpercentofrespondentsreportedallowingtheirchildrenoversixhoursofdailyscreentime.

ReadmoreNote(s):UnitedStates;September15to23,2022;1,073respondents;18yearsandolder;excludingtimespentonhomeworkSource(s):CivicScienceMostpopularcommunicationappsusedbychildrenintheUnitedStatesin2022LeadingcommunicationappsusedbychildrenintheU.S.202240%34%35%30%25%20%15%10%5%26%25%23%16%15%0%DiscordSkypeMessagesZoomWhatsAppGoogleDuo30Description:In2022,voice-over-the-internetproviderandchatappDiscordwasthemostusedamongkidsandchildrenagedbetweenfourand18yearsintheUnitedStates.Skypefollowed,with26percentusagereach,whileMessagesrankedthirdwithroughly2.5in10usersreportingtochatandplacevideoandvoicecallsviatheplatform'sapp.ReadmoreNote(s):UnitedStates;2022;400,000respondents;4-18yearsSource(s):QustodioMostpopularsocialappsusedbychildrenintheUnitedStatesin2022LeadingsocialmediaappsusedbychildrenintheU.S.202245%42%40%40%40%35%30%25%20%15%10%5%36%35%33%0%TikTokPinterestFacebookSnapchatRedditTwitter31Description: