Indian mothers mediate TV advertising to their children in two main ways according to a new study entitled Mediation of TV advertising to children: An empirical study of Indian mothers, published in Society and Business Review. The study surveyed 509 Indian mothers from four cities of the Punjab state of India – Chandigarh, Amritsar, Jalandhar and Ludhiana.

In particular, the study found that the nature of mediation varies with the age of children. Mothers of younger children mediate the exposure to food advertisements more strongly than those who have older children. Mothers with younger children also have a more active approach to mediation and will engage in a “discussion of the media content with their children”.

The study also highlighted that that mothers with older children are more inclined to enforce the use of restrictions in their mediation of TV advertising. This may include reducing the time their children spend on watching TV altogether.

Given that “no such study has already been conducted, to the best of researchers’ knowledge”, this study was carried out to “shed light on the nature of mediation strategies used by parents in the Indian setting”. Researchers PavleenSoni and Raghbir Singh indicated that this study was important because “a comparison of Indian parents with others across different cultures reveals that Indian parents put fewer restrictions on TV viewing by children”.

More information on the study can be found here.