According to the market research firm, Packaged Facts, it is estimated that the almost 25 million children in the Untied States, ages eight to fourteen, will spend approximately $35 billion this year. And money equals clout. As long as these kids are spending, advertisers are targeting their wallets.
Walk down the aisle at the grocery store and you can find products specifically made with tweens in mind. What child hasn’t begged his parents for a Lunchable, those over-priced, over-processed meals in plastic. Watch any Saturday morning cartoon and witness the dozen commercials for these tweener snacks. And don’t forget the Hot Bites, frozen pizza snacks, or the green ketchup.
Of course, television is the marketing weapon of choice. And in order to get the children watching the commercials, you first have to put programming on that is geared towards the adolescent. Hence, Nickelodeon and the Disney Channel, two of the most popular cable channels for tweens. Last year, Nickelodeon began its TeeNick lineup on Sunday nights. And at the Disney Channel, you can find a programming block entitled Zoog. The word itself doesn’t mean anything, but it’s zany and irreverent.
Let’s not forget, Mary-Kate and Ashley Olsen, the super twins of tween marketing. These girls have been on television since birth. They shared the role of Michelle on “Full House” until they were nine. Then moved on to the show, “Two of a Kind,” and are now in an ABC Family channel (another cable channel geared towards kids) show called, “So Little Time.” These fifteen-year-olds have their own magazine, books, videos, dolls, an endless supply of reruns, even a clothing line at WALMART. With an expected one billion dollars in sales next year of Olsen products, guess who is purchasing this crap, err, I mean products…mainly girls between four and fourteen. What a racket!
One of the most popular shows among boys in this age bracket is Fox’s “Malcolm in the Middle.” Replete with all the angst and gross-out humor one can expect from a show focused on a family with four sons, Malcolm also appeals to grown-ups. This show is a gold mine for advertisers.
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