Fathers fall prey to pester power, says Toon Track analysis

Children are having an increasing influence on their fathers’ purchasing decisions and dads are increasingly seen as a soft touch for pester power, according to new research from the Cartoon Network.

Children are having an increasing influence on their fathers’

purchasing decisions and dads are increasingly seen as a soft touch for

pester power, according to new research from the Cartoon Network.



The research, from the latest annual Toon Track study, found that

children are putting more pressure on their fathers when it comes to

household purchasing away from the supermarket.



The survey found that 27 per cent of children believe their dads will

buy things that mum will say no to, particularly major white goods such

as personal computers and cars. A fifth of children also say that their

dads want to buy the same things they do.



Of the fathers surveyed, 62 per cent said their offspring directly

influenced the purchase of personal computers, 55 per cent said their

children influenced the summer holiday they bought and 20 per cent said

they had an influence on the purchase of family cars.



Advertisers hoping to tap into pester power have traditionally targeted

television programmes watched by housewives with children. The new

research claims that advertisers selling white goods should now consider

targeting dads with children to exploit the pester power phenomenon.



Dee Forbes, the sales director of Turner Entertainment Networks, the

company which owns Cartoon Network, said: ’This takes us a step further

in recognising that children are becoming more discerning in identifying

which parent to target for the desired purchase.’



According to Cartoon Network audience figures, dads tend most often to

watch TV with their children between 5pm and 7pm on weekdays and on

weekends between 9am and midday.



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