Television scores on pester power: Children make largest audience group

Children have a significant share of eyeballs on non-kids' channels too

Despite the proliferation of screens and rising power of digital media, television holds its own among children, considered to be among the most impressionable viewer segments. According to a report by BARC India, children between two and 14 years account for 20 per cent of total TV impressions which is the highest share of viewership across all ages. Will this cause advertisers to change the way they view the medium and the category? Not really, say most because the report largely corroborates their understanding of viewership patterns in the country. However brands will benefit from the nuanced view of what,