My kids are watching TV so I can write this blog post

We must all be obsessed with children's media.

Seriously. It feels like not a day goes by without a headline touting the ill-effects of kids' media use and screen time. And that's just for this week.

More Kids Sleep With TV, Study Finds (Wall Street Journal)

Screen Time Higher Than Ever (New York Times)

Infants and iPads? It’s Not As Farfetched As You Might Think! (ABC News)

Kids Increasingly Staring at Glowing Screens, Study Finds (PBS NewsHour)

Trying to gauge the impact of growing up digital (Boston Globe)

Common Sense Media released a report this week, and the results are not surprising: Kids ages 0 - 8 spend an average of 1.44 hours watching TV or videos in a typical day. Forty-seven percent of babies (gasp!) watch TV too; up to two hours a day. And...(double, draw dropping gasp!!) kids have TVs in their bedrooms.

And here I sit, writing about all of this as my kids sit in front of the Disney Channel so I can write this blog post.

I'm not so shocked by the results of the study or the news media coverage, but by our collective obsession as a culture. Are we in denial? Clearly, the TVs and iPads and mobile devices are ON. And despite YEARS and YEARS of negative coverage when it comes to the ill effects of children's media consumption, we're not slowing down. Maybe it's the American Way. More, not less! Why should someone tell me what, where and when my kids can watch?

Meanwhile, apps abound. Good apps, too. And really excellent educational TV. It's all part of living in the modern age... or is it?

Thoughts?

TV viewing is alive and well

In case you were wondering if kids were watching less TV now that we have so many new and exciting new media options, including online games, virtual worlds, consoles, iPods –not to mention the media blitz surrounding the links between TV watching and childhood obesity— in fact, TV watching is actually on the rise. At an eight-year high, according to a new Nielsen study released yesterday.

The report states that children ages 2-5 spend an average of 32+ hours a week in front of the TV. Children ages 6-11 watch about 28 hours per week. TV watching is now defined as watching what is currently on TV, watching playback programming via DVR, DVDs and videos.

As the Nielsen report states, "While 97% of kids’ viewing is through live TV, younger kids spend more time than the older group viewing via DVR, DVD and, to a lesser extent, VCR. Four percent of kids aged 2-5 watch via those devices on average across total day compared to 2.3% for those aged 6-11. Their considerable use of these devices at a young age points to them being able to adopt new devices comfortably as they grow up."


Also of note, especially for you media literacy types: younger children watch more commercials than the older kids. Is anyone surprised?

Educating Kids (and Moms) About Advertising

Holy government intervention, Batman! Two things happened this week that caused me to smile:

1.The FTC finally issued a crackdown on mommy bloggers who write product endorsements without disclosing their relationships with those products (i.e. they got the products for free or—even better—they are getting paid to write the review) and
2. The FTC is also reviewing standards and practices around advertising to kids.

As David Vladeck, the new director of the Federal Trade Commission's Bureau of Consumer Protection is quoted in this week's MediaPost article "The distinction between ads and other content is often blurred to the point that even older kids may not get when they are being pitched," he said. "The goals are to teach kids to be aware of ads, analyze and understand them, and the benefits of being an informed consumer."

The FTC actions include a new educational campaign aimed at tweens next year that will teach kids how to recognize and analyze advertising.

That's all fine and good, but what about the advertisers? As Meredith from YPulse points out in her update from this week's CARU conference, the discussions centered around "reconciling the unilateral marketing standards of the past with the ubiquitous connectivity and multiple platforms of the new media landscape. As the regulatory processes continue to be fine tuned and consumers of all ages become more active players (whether as Facebook fans, content creators, bloggers, etc.), we see a shift from messaging as a one-way broadcast to an ongoing dialogue with youth."

It's an interesting issue and one that is going to be mighty tough to regulate when the lines between advertising, editorial, social media, wireless communications and even mommy’s blog are blurred.

Marketers love tweens and moms right now. And why wouldn't they? Collectively tweens have a spending power of over $30 billion and they influence about 70% of household purchases. And their mothers, who influence 85 percent of their household purchases, collectively spend about $2.1 trillion per year.

Women and children of America, unite! The advertising issue is one that by and large, will be solved by you. Education begins at home.