Mediation of TV advertising to children: An empirical study of Indian mothers

Abstract

Purpose

Parents are seen to mediate media behavior of their children to protect them from negative and undesirable effects of advertising. In doing so, they either restrict TV viewing by children or actively discuss ad content with children. The nature of mediation strategy to be used depends upon the age of their children. The purpose of this study is to uncover the nature of mediation strategies used by mothers of younger and older children in India. The findings and implications of the study are further discussed.

Design/methodology/approach

Data were collected from three cities of Punjab state of India – Amritsar, Jalandhar and Ludhiana and its capital city of Chandigarh during the period November 2010 to June 2011. The mothers were the basic sampling unit for the present study as they are seen to be the primary caregivers for children. Parents of children in eight schools (two from each city), were approached through the schools. The children were asked to take the questionnaire home and get it filled by their mother. Parental mediation of food advertising was measured through a parental advertising mediation scale developed by Valkenburg et al.

Findings

The results of the present study reveal that mothers of Indian children resort to mediation of ads in general and food ads in particular. The nature of mediation is also governed by age of children. Mothers of older children primarily use active advertising mediation and mothers of younger children use restrictive mediation strategies. It is also seen that mothers mediate the exposure of food ads more strongly in younger children as compared to older children.

Originality/value

Although vast literature exists about parental mediation of advertising to children, hardly any study has been conducted in India to investigate the nature of parental mediation of advertising to children. The present study adds to the existing literature by delving into this aspect in the Indian settings. More so, as age of children is witnessed to affect nature of parental mediation, this study also sheds light on the way parents in India mediate exposure of children to TV ads.

Citation

Soni, P. and Singh, R. (2012), "Mediation of TV advertising to children: An empirical study of Indian mothers", Society and Business Review, Vol. 7 No. 3, pp. 244-259. https://doi.org/10.1108/17465681211271323