Study: Kids Are Master Multitaskers On TV, Web, Mobile

MediaPost Publications, March 10, 2008 — TELEVISION IS NO LONGER GETTING the undivided attention of kids, according to a study released today on social networking by Grunwald Associates LLC, an independent research firm that specializes in new media market intelligence.

About 64% of kids go online while watching television, and nearly half of U.S. teens (49%) report that they do so frequently--anywhere from three times a week to several times a day.

Fortified Water Has Gone to the Dogs†

Beverage Makers Target Canines and Kids as They Chase Shares of Booming $1.46 Billion Category

Advertising Age, February 25, 2008 — How many more ways can marketers possibly target "enhanced" water? At least two: for kids and dogs.

Cott Corp. earlier this month introduced Fortifido, described as the "first-ever fortified water for pets with real functional benefits." The brand comes in vitamin-enhanced formulas to promote healthy bones, healthy skin, fresh breath and healthy joints in flavors including spearmint, parsley and peanut butter.

Meanwhile, Bot Beverages, which markets a line of kid-targeted waters in orange, grape and berry flavors that have no artificial sweeteners and preservatives, is looking to support its growing distribution with an inaugural marketing campaign.

Web Playgrounds of the Very Young

Forget Second Life. The real virtual world gold rush centers on the grammar-school set.

New York Times, January 2, 2008 — Trying to duplicate the success of blockbuster Web sites like Club Penguin and Webkinz, children’s entertainment companies are greatly accelerating efforts to build virtual worlds for children. Media conglomerates in particular think these sites — part online role-playing game and part social scene — can deliver quick growth, help keep movie franchises alive and instill brand loyalty in a generation of new customers.

McD's Newest Ad Platform: Report Cards†

Not Surprisingly, Watchdogs Give Fast-Feeder's Play Failing Marks

Advertising Age, December 6, 2007 — McDonald's has found a nifty way to reach kids even as TV ad options toward the demographic shrink: Advertise on report cards.

The Golden Arches picked up the $1,600 cost of printing report-card jackets for the 2007-2008 school year in Seminole County, Fla., in exchange for a Happy Meal coupon on the card's cover. With 27,000 elementary school kids taking their report-card jackets home to be signed three or four times a year, that's less than 2 cents per impression.