The majority of boys (89%) and girls (88%) agree they like funny ads on TV however many children also perceive that some TV advertising is sneaky with 59% of boys and 62% of girls agreeing with the statement.  The greatest difference in opinion between the sexes relates to magazines where 68% of girls agree they enjoy reading magazines while only 49% of boys agree, a difference of 19% points. Girls are also more likely to read ads in magazines with 44% agreeing with the statement “I read ads in magazines” compared to only 30% for boys.

Young Australians’ attitudes towards competitions also vary greatly with 67% of girls agreeing they like to enter competitions that have an activity (e.g. colouring in) whereas only 48% of boys agree with this statement.


Young Australians’ attitudes towards advertising


Source: Roy Morgan Research Young Australians Survey, July 2009 – June 2010, n=2,983.


Michael Duncan, Industry Director - Agencies, Roy Morgan Research, says:

“Like their adult counterparts girls are much more likely to read a magazine or to enter a competition.

“Whist many things have changed in the media landscape, kids clearly still want to be amused by advertising with almost 88% of Young Australians’ overall saying they liked funny ads on television.

“The key message for advertisers is to keep their message amusing and real, as this generation are advertising savvy and can easily spot sneaky advertising.”

Purchase the complete Young Australian Survey Report. More than any other study, this report will help you understand Young Australians. This report provides insight into Young Australians (6 - 13) comparing what they think, their activities, media consumption, financial status, retail activity and mobile phone uptake and use in 2008 to 2010.

Purchase from an extensive range of Young Australian Reports and detailed media profiles.


For more details contact:

info@roymorganonlinestore.com