KidWatch


 


Writings

For Testing TV commercials

A copytesting system for children's TV commercials that has proven validity and unmatched diagnostic power.

bulletIt works with more children
Ages:  As young as 1 1/2, as old as teens (or adults)
Languages:  Non-verbal measures bridge language groups and cultures.
bulletWorks with more copy
Verbal rating scales have hidden biases (ask kids how much they like a fuzzy animal - even a boring one - or ask them ho much they like the villain and you'll see).  Behavioral measures avoid these distortions.
bulletTells more about children
This test looks at the whole child: their spontaneous behaviors as well as their thoughts and reflections.
bulletTells more about copy
Norms:  hundreds of tests in the past 10 years.
Wear-out:  Attention levels reveal which copy builds, which fades, after repeated exposure.
Diagnostics: Attention levels plotted at 2-second intervals pinpoint the elements which viewers react to.

Here is how its done...

Sample. Recruited by intercept in 2 or more mall locations. Sample is typically 120 per cell. Optional telephone pre-recruits cost a bit more but save time.

Exposure Rooms are standardized. One computer screen plays a 10-minute show with 2 commercial breaks. Another screen plays still pictures from popular children’s TV shows and movies The children can watch either screen. Their faces are videotaped by a webcam mounted between the computer screens:

At home, ads need to grab and hold children under distracting conditions. The second screen functions like these home distractions.

Questioning. Closed-ends tap persuasion, appeal, and communication. Open-ends assess name recall (often critical for kids) and enrich the diagnostics. Custom questions may also be added.

Follow-up call. Parents are called and asked if the child asked for the product after the test. These data are used to validate the other measures and to identify the elements in the ad that drive purchase interest.

Here is what you get...

Topline report, including closed-end data tables, typed open-end verbatims and EyesOn(c) charts of attention flow -- which give unmatched diagnostics:

EyesOn Chart

Final report. Adds purchase influence data, open-end content codes and full analysis.

VideoChart: a videotape of the test ad with moment-by-moment EyesOn scores superimposed on the screen.

Here is why it works...

Range of measures. This test not only measures children's thoughts after exposure (which other copytests do), it also records attention during exposure and behavior in the week that follows. Children’s thoughts and their actual behaviors are often quite different.

Naturalistic exposure. This test embodies the key elements of home viewing.

. It does not feel like a test.

. Children focus on the TV show.

. The test commercial is seen twice.

. There are distractions in the environment.

Design Variations

Preschooler Version

With preschoolers under age 5, viewing is done from a couch in a living-room-like setting, and the parent keeps the child company.  The distracter material is drawn from TV and movies popular with preschoolers.  The interview is tailored to the child's developmental level.  Because parents are an integral part of preschooler product purchases, they are also interviewed about their reactions - and how they perceived their child's reactions.

Program Version.(EyesOn(c) Testing)

Viewing sessions last 20 minutes to 1 hour or more, depending on the length of the program material to be tested. The post-exposure interview is tailored to the client's needs.

Teen Version

The commercials are embedded in a TV program appropriate for teenagers.  The distracter pictures come from TV programs and videos popular with teens.

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