The advertising literacy of primary school aged children

Abstract

Cohort studies have revealed that today’s children are watching more television than ever before (Rideout, Foehr, & Roberts, 2010). An average child will spend two hours per day in front of the television screen (SKO, 2012). Most of this time is spend watching shows on commercial channels like Disney XD and Nickelodeon (Sikkema, 2012). The amount of advertising on commercial channels like these is restricted by law, but may still take up to 20% of the broadcasting time (Europe.eu).