The share of programs aimed at children 4-12 years old has almost halved over the past four years on terrestrial television channels. newspaper writes about this The RBC daily with reference to research data from OMD MD|PHD Group (part of BBDO Russia).

As the publication points out, thanks to a decrease in the share of children's programs, TV channels can increase advertising volumes. According to the advertising law, the placement of advertisements in programs for children is limited. For example, in programs lasting 15 minutes, the advertising block should be no more than a minute, and in a program lasting more than an hour, advertising can take up three minutes at the beginning and end of the broadcast. If a television broadcaster replaces children's programs with ones intended for an adult audience, it can place the maximum legally permitted nine minutes of advertising per hour.

At the same time, as the newspaper writes, children are a non-core audience for most television channels. Now the “youngest” audience is STS and TNT (viewers from 6 to 54 years old). "Muz-TV", MTV and "2x2" are counting on an audience from 11 to 34 years old.

In early June, it was reported that Video International, the largest seller of television advertising in the country, proposed that 13 federal television channels change their target audience next year. Most TV channels are going to raise the lower age limit of the audience: for example, “Russia 1”, “Russia 2” and “Channel Five” should raise the bar from 18 to 25 years. At the same time it was reported that “First” would expand its audience in both directions.

According to Rosstat's forecast, by 2020 the number of children aged 4 to 12 years will increase by almost three million people compared to 2011 and reach 15.3 million.

Russian TV channels have halved the share of programs for children