Conclusões de um estudo de 2000 com crianças entre os 6 e os 11 anos (EUA)

- Radio is a powerful vehicle for reaching kids and tweens. Radio reaches 90 percent of children each week, and they spend eight to nine hours per week with radio.

- Kids and tweens find radio commercials informative and entertaining. Spot load or annoying commercials aren’t an issue with this group.

- Kids and tweens respond to commercials. They are interested in the products and services being advertisedand frequently request that Mom or Dad make purchases on their behalf.

- Kids and tweens are very involved with radio. They listen with their friends, attend events, play contests and seek out music on the Internet.

- Radio listening fits in with children’s lifestyles. They get ready for school with the radio and go right back to radio when the school day is over. Nights and weekends also deliver strong numbers for children.

- As Children Grow, So Does Their Time Spent with Radio

(Kids 6/8; tweens: 9/11;

(«How Kids and tweens use and respond to radio»; Arbitron, Inverno 2000; Survey Dates: 2/3/00 - 3/29/00; In-Tab: New York 476, Los Angeles 537, Minneapolis-St. Paul 328. (...) During the placement call there was an initial screening question as to whether any children 6-11 lived in the household. If yes, the interviewers would proceed with a standard placement interview; if no, a thank-you and good-bye;  Methodology for Callback Study: In-Tab: 358, Survey Dates: 6/23/00 - 7/12/00 Survey Methodology: The sample for the Children’s Measurement; Callback Study was drawn from the Winter 2000 Arbitron Kids’ and Tweens’ Listening Study. All in-tab households from New York, Los Angeles and Minneapolis were selected for recall)