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.