Kids Corp, a martech specialized in children and young people, presented its Top Brands Report 2024, a proprietary study that maps the relationship between children and teenagers with brands in Brazil. The report was structured based on information from Askids, a data and insights platform that surveys more than 14,400 children, adolescents and their parents annually in the country.
Among the highlights is the identification that YouTube (11%), Roblox (6%), adidas (6%) e Nike (6%), are the favorite brands of children and teenagers in Brazil.
Nine out of ten Brazilian children and adolescents trust at least one brand, and they mention, on average, 4.2 brands they trust. YouTube (23%), Netflix (22%) and adidas (22%) lead the menes ranking, followed by Coca-Cola (19%), Disney (18%) and Google (18%).
Children and teenagers in Brazil mainly value brands that make them happy (30%) and are fun (30%), followed by quality (25%). Already 79% of Brazilian children have seen their favorite advertisement online, and 55% of them ask their parents to buy products seen in advertisements.
In sneakers, Nike (28%) is the favorite brand, followed by adidas (22%) and Olympikus (11%). In category streamingNetflix leads absolutely (61%), followed by Disney (25%) and Prime Video (10%).
We know that minors in Brazil demonstrate a great predisposition and permeability to advertisements for their favorite brands. Therefore, it is imperative that any brand that seeks to be successful in this segment is present on digital in a targeted and well-informed way about the target’s behavior in this environment. Almost 80% of children and teenagers see their favorite advertisements online and 52% of them approach the brand as a response to their advertisement, said Ricardo Wako, country manager and head of Sales at Kids Corp in the country.
*With information from MKT Esportivo/ Cover photo: LSOphoto/ iStock
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