Friday, May 25, 2018
Business

For young kids, YouTube beats Disney, Oreo

Anew study has determined something most astute parents are already hip to: YouTube is the most-loved brand with their young kids.

The Alphabet-owned digital video service scored highest with kids ages 6 to 12 for the first time in market research firm Smarty Pants' eighth annual "Brand Love" study. YouTube beat out more traditional kid-friendly brands such as Oreo, Disney and Toys "R" Us, and also bested its online TV counterpart Netflix, which ranked 11th with the young cohorts.

"Based on kids' attention spans now, (YouTube has) the type of content they really crave," said Blair Fischer, who analyzed data for the Smarty Pants study. "They can operate in isolation, and enjoy two- to three-minute, snack-sized videos, versus watching long-form movies on Netflix."

For its report, Smarty Pants surveyed a representative sample of U.S. households over a three-month period, asking 8,125 children and their parents to evaluate 285 consumer brands spanning around 20 categories. The firm ranks brands using a custom "Kidfinity" score, which measures brand awareness, love and popularity on a scale from 0 to 1,000.

YouTube, which ranked seventh in 2015, grew in popularity among tweens ages 9 to 12, but particularly with boys in the demographic, according to Smarty Pants. The video app also picked up approbation from parents, making it more of an accepted staple on kids' mobile devices.

"YouTube is becoming a brand that parents are getting more comfortable with," Fischer said. "And kids are getting mobile devices at earlier ages."

Though not this year's top brand, the Disney Channel ranked ninth and received an honorable mention from Fischer, who said the linear TV station has done a great job appealing to children with new programming. And thanks to Stars Wars licensing deals, retailer Toys "R" Us is also winning back favor with young kids. The toy company placed seventh this year, up from 21st last year.

Comments
Is the Lightning’s Jeff Vinik the best owner in professional sports?

Is the Lightning’s Jeff Vinik the best owner in professional sports?

Hope of another Stanley Cup has dissolved, and soon the ice will follow. Yet even if sorrow is the price of devotion, the true hockey fans will still buy in when the next season comes around.That concept may not be unique to Tampa Bay, but it does se...
Published: 05/26/18
Five members of 69ers motorcycle gang indicted on federal charges

Five members of 69ers motorcycle gang indicted on federal charges

Last year three members of the 69ers Motorcycle Club gang were implicated in the execution of a rival gang leader in the middle of rush hour traffic in Pasco County.Now those three and two other 69ers members have been indicted on federal charges tha...
Published: 05/25/18
With makeover, ZooTampa at Lowry Park takes a page from the theme parks

With makeover, ZooTampa at Lowry Park takes a page from the theme parks

TAMPA — Behind the construction walls near the carousel at ZooTampa at Lowry Park, hammers, saws and power drills made a racket in the blazing Friday heat. A raft full of 100-pound water jugs took test trips on the new Roaring Springs ride set ...
Published: 05/25/18
U.S. news outlets block European readers over new privacy rules

U.S. news outlets block European readers over new privacy rules

LONDON — U.S. news outlets including The Chicago Tribune, The Los Angeles Times, The Orlando Sentinel and The Arizona Daily Star abruptly blocked access to their websites from Europe on Friday, choosing to black out readers rather than comply with a ...
Published: 05/25/18
Tampa Electric appeals OSHA findings for October accident

Tampa Electric appeals OSHA findings for October accident

TAMPA — Tampa Electric Co. is appealing a recent citation by federal regulators. The Occupational Safety and Health Administration hit the utility with a $76,050 fine and a "serious" violation in April following its investigation into an accident in ...
Published: 05/25/18
Fiat Chrysler recalls 4.8 million cars, warning owners: Don’t use the cruise control

Fiat Chrysler recalls 4.8 million cars, warning owners: Don’t use the cruise control

Associated PressDETROIT — Fiat Chrysler is recalling 4.8 million vehicles in the U.S. because in rare but terrifying circumstances, drivers may not be able to turn off the cruise control. The company is warning owners not to use cruise control until...
Published: 05/25/18
Federal Reserve chairman warns his agency must be free from political pressure

Federal Reserve chairman warns his agency must be free from political pressure

Associated PressFederal Reserve Chairman Jerome Powell warned Friday that the Fed’s independence from political pressure must be respected if it is to succeed in controlling inflation, maximizing employment and regulating the financial system. His re...
Published: 05/25/18
Restaurants like Ford’s Garage use the experience to get you in the door

Restaurants like Ford’s Garage use the experience to get you in the door

Tim Butler’s first car was a Ford Model A pick-up truck — a pearl fawn and cherry red pick-up he got his senior year in high school from his dad, who renovates antique cars. That’s why as Butler waited for a table at the Ford’...
Published: 05/25/18
St. Petersburg man fined $507,513 in penny stock scheme

St. Petersburg man fined $507,513 in penny stock scheme

TAMPA — A St. Petersburg man was fined $507,513 and permanently barred from participating in the offering of a penny stock in a case involving a scheme to manipulate the price of Aureus, a penny stock company incorporated in Nevada, officials said Fr...
Published: 05/25/18
Broadcom’s CEO tops highest-paid list with a $103 million payout

Broadcom’s CEO tops highest-paid list with a $103 million payout

Times staff and wiresNEW YORK — Chief executives at the biggest public companies got an 8.5 percent raise last year, bringing the median pay package for CEOs to $11.7 million. Across the S&P 500, compensation for CEOs is often hundreds of times highe...
Published: 05/25/18