Ad spending for children's television channels was up about 5% last year compared with 2009 and is expected to increase 3% to 5% this year, with more focus on healthful food and on reaching parents instead of children. "Our goal is not to reduce the number of ads to kids but to shift the content," said Elaine Kolish of the Council of Better Business Bureaus, which is working with advertisers to change marketing strategies and make products more healthful.

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