A New Tool Measures Children’s Emotional Response to Ads

  • Joëlle Vanhamme (EDHEC Business School in France) and Chung-Kit Chiu (freelance illustrator)

Measuring emotions in children exposed to advertisements just got easier. A pictorial instrument developed by a French marketing professor and an illustrator can assess basic emotions, is particularly well-suited for 8- to 11-year-olds, and can be used by both practitioners and academics around the world without the need for translation.

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Welcome to the Gen Z Challenge via AdAge (source: Joline McGoldrick, Director of Research at Millward Brown Digital)

Gen Z, born between 1997 and 2011, is now coming of age in large numbers, and marketers can’t afford to take as long to come to grips with Gen Z as they did with Millennials.

The first cohorts of this new generation, who are now 16 to 19 years old, are increasingly relevant to a wide variety of categories and products. Globally, they are huge too: around 2 billion of the world’s citizens—approximately 27% of the global population—belong to Gen Z.

The danger for marketers is that Gen Z is not “millennial-lite” or “millennial-extra-strong”, but different in distinct ways. Gen Z not only challenges how brands communicate, they challenge the very notion of a brand’s authenticity and transparency in digital.

Access full article from AdAge

Editor’s Note – first presented at AM in June. Family Co-Viewing & Ad Impact in a Multiscreen World


The deck’s sub-heading is, “Using Neuroscience to Evaluate Advertising Engagement While Co-Viewing.”

The research was comprised of five methodologies: Core Biometrics, Eye Tracking, Facial Coding, Behavioral Coding and Self-Reported information.

Four key findings:

  • Children focus on TV screen despite second screen 75% of the time
  • The 2nd screen generates higher engagement with ads, but lower attention
  • Shorter ad pods will retain children’s attention, but there’s a substantial drop in attention to ads while watching longer ad pods
  • Key conversations on advertising and content – children have strong purchase influence when exposed to products in ads.

There are four business applications as well in the complete deck.

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“Measure More Consumers, More Choices, More Screens” and “Children and Teens: Cross Platform Media Consumption”

Measure More Consumers, More Choices, More Screens” – ABC Television

ABC’s research findings will include:

Creating new ways of measuring all viewing across all platforms.

Better understanding reach, frequency, and time spent across the platforms.

How viewers reached on digital change the overall profile of the audience.

The impact SVOD services have had on traditional TV viewership.

Best ways for tracking and reporting multiplatform viewing.


“Children and Teens: Cross Platform Media Consumption” – RealityMine

Measuring media consumption of children and teens has traditionally presented challenges.  

In conjunction with Center for Innovative Media Measurement (CIMM), RealityMine partnered with TiVo Research, key family content media owners (e.g. Google, Viacom, Disney and Turner), and children’s manufacturers (e.g. Crayola and Lego) to measure, and deliver a thorough view of the total media consumption of these two key audience segments.