Advertising & marketing to children in the U.S. - statistics and facts
Multiple states across the U.S. announced lawsuits against TikTok in the last quarter of 2024, claiming that ByteDance's mobile app harmed and addicted kids. Meanwhile, children and parents continued to consume advertising on TikTok and, to an even larger extent, on Alphabet's video giant YouTube and its TikTok-like spin-off, YouTube Shorts. Earlier that year, the American and the Chinese platforms topped a ranking of media where children saw an ad for the last thing they asked their parents to buy in the United States. Similarly, parents of U.S. teenagers saw commercials on YouTube and TikTok that led them to shop for their children. American consumers in the 13 to 17 age group selected YouTube, linear TV, and TikTok as the channels with the best ads. These results indicate that expanding regulation will inevitably meddle with ad media reach regardless of age, requiring a multi-generational change in advertising consumption.
The investments paid off, at least for the biggest player in the game. As of late 2023, Disney and Marvel – acquired by Disney in the late 2000s – were the favorite entertainment brands among U.S. girls aged 10 to 14. Marvel alone dominated the ranking of U.S. teenage boys' most beloved entertainment brands, with one in five choosing the superhero powerhouse. However, as age progresses, interests change. During a spring 2024 survey among consumers whose average age was 16, Nike emerged as the most popular clothing brand among U.S. teenagers (regardless of gender), an accomplishment for a label significantly more well-known for its footwear than for its apparel.
From Gamegear to footgear
Data from January to November – therefore, excluding most of the extra investments in advertising during the holiday season – shows a 20-percent rise in the U.S. baby and kids sector's ad spending in 2023. The value surpassed 1.5 billion U.S. dollars. Those brands know exactly where to find their target groups: Ad budget allocations to online video went from around 38 percent in 2022 to nearly 43 percent in 2023, reinforcing the relevance of channels such as TikTok and YouTube.The investments paid off, at least for the biggest player in the game. As of late 2023, Disney and Marvel – acquired by Disney in the late 2000s – were the favorite entertainment brands among U.S. girls aged 10 to 14. Marvel alone dominated the ranking of U.S. teenage boys' most beloved entertainment brands, with one in five choosing the superhero powerhouse. However, as age progresses, interests change. During a spring 2024 survey among consumers whose average age was 16, Nike emerged as the most popular clothing brand among U.S. teenagers (regardless of gender), an accomplishment for a label significantly more well-known for its footwear than for its apparel.
