Children's Viewing of Television and Recognition Memory of Commercials

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Abstract
Children in grades 2, 3 and 4 were videotaped while watching a standard 15-min television presentation in a seminaturalistic setting. Videotapes were analyzed for attention to television, viewing patterns and alternate activities. Recognition memory of auditory and visual content of the commercials and of the products was tested. Comparisons were made of the children''s behavior during the program and during the commercials. The children''s behavior was marked by low levels of attention, a decline of attention during commercials and poor recognition memory of commercial content. Attention was more strongly related to visual than to auditory recognition. Evidence for rapid habituation to the content of commercials was obtained.

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