CorpComms Magazine

Television has become a routine element of a child's day with 80 per cent of children under five watching the box, according to a study by American-based Sesame Workshop.

Two thirds of American households have three or more television sets in a country where just one per cent of the population is without a box, and 66 per cent will watch their favourite programmes while eating their dinner.

More than 80 per cent of children under the age of five will watch television on a typical day along with almost 90 per cent of those aged five and over.

The majority of children spend at least three hours per day watching television, but this increases to four hours at weekends. Children aged between two and five watch an average of three and a half hours every day which is the equivalent duration to two football matches, including half time. More than half of all children aged eight and over have a television set in their bedrooms.

Despite the rise in computer games and social networking, television is still the dominant activity for children aged between eight and ten who spend 47 per cent of all time on media platforms watching the box. Just ten per cent of this time is devoted to computer usage.

Almost half of all households leave the television set on even if they are not watching but simply to provide background noise.

Formerly known as the Children's Television Workshop, Sesame Workshop is a not-for-profit organisation behind programmes such as Sesame Street.

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