YouGov RealTime uncovers holiday advertising awareness among kids

With the holiday season approaching, a major toy brand wanted to understand its varied advertising channels’ effectiveness in driving demand and awareness for an assortment of children’s toys. To achieve this, YouGov fielded a study to assess interest and recall for relevant toy brands among children aged 6 to 12 and parents of children aged 3 to 12.

Parents were surveyed first, then given the option to pass the survey over to children within the appropriate age range. The survey evaluated the parent or child’s general awareness of each toy, whether they had seen or heard anything recently about the toy brands, and finally what advertising channel(s) they had seen or heard about the toy brand through, if any.

The findings showed which toy brands were breaking through on awareness and highlighted key differences in channel effectiveness among children, affirming that commercials on traditional TV (not streaming services) and in-store exposure showed the highest levels of awareness among children across the toy brands evaluated.

About Youth Omnibus:

Reach the custom age groups you need among youths 6 to 19 years old. Receive full-service support – including survey design and advice – and full results in Excel, PowerPoint, or our data visualization tool, Crunch.

About Parents Omnibus:

Survey parents of children under 18 years old, with options to customize targets based on their children’s ages. Receive full-service support – including survey design and advice – and full results in Excel, PowerPoint, or our data visualization tool, Crunch.

Solution delivered by: RealTime