Perception of Children towards TV Advertising

The study explores the factors that form the perception of children towards TV advertisements. Data was collected through convenience sampling from children in the age category of 8–10 years (94 respondents) and 10–12 years (96 respondents). Findings reveal a five-factor solution that explains 55.004 and 66.483 per cent of variance by 8–10 and 10–12 years old, respectively. The opinion is more pronounced for the older age group. ‘Permeability of Advertisements’ is the 1^st factor for 8–10 years old; highlighting that advertisement is pervasive in various forms in the life and routine of children. While, for 10–12 years old the first factor is ‘educative and entertaining’, indicating that advertisements are the both a source of information and amusement for growing children. Therefore, a more focused and segmented approach should be adopted by the advertisers while targeting various age brackets of children, rather than considering them as a homogeneous class.