No Kidding, Kids Like Funny Ads

• Posted: Wednesday, January 10, 2007
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• Author: pradhana
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• Filed under: Digital Content, Market Survey

Ha, ha, ha! An old axiom in advertising is that humor does not sell.

But according to new findings from Mediamark Research Inc. (MRI), presented in its "American Kids Study," it could be that humor just doesn't sell to oldsters — above the age of 12.

The study found that what youngsters ages 6 to 11 most want to see in advertisements — whether on television, radio, the Internet or in print — are "funny things."

Among the 5,300 children surveyed, funny was rated tops by children in all three age groups — 6 to 7, 8 to 9 and 10 to 11 — and with both boys and girls.

When asked "What do you really like to hear or see in advertising?", 74.7% of the young respondents chose "Funny things, like a funny animal or character," and 44.2% chose "Silly humor." (The children were allowed to check multiple options.)

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