Your weekend TV viewing quiz question:
Q: Which award winner or winners on Saturday evening’s broadcast of the Kids’ Choice Awards on Nickelodeon said that they had “grown up” watching the awards?
A) Nick Jonas
B) Emma Stone
C) Angelina Jolie
D) Both A) and B)
E) None of the above
Kudos to you if you watched, and correctly guessed answer D!
The winners have spoken, and the culture of kid empowerment has reached a second generation. The Kids Choice Awards were created in the mid-1980s, when Jonas and Stone were in the voter target. Now they’re both in their early to mid-20s, of an age to have children themselves.
Parents of kids, tweens, and even teens in our latest YouthBeat data tell us that they’re a different breed now. Ironically, one might argue, they report that they have more in common with their children than did parents of previous generations. Case in point: SpongeBob SquarePants took home his ninth Kids’ Choice trophy this weekend as Favorite Cartoon. He’s still got something for everyone, whether the viewer is the parent who knew him back when, or the young child who has just discovered him.
Elsewhere in the audience Saturday night, the star-studded crowd rivaled the Golden Globes in its variety of talent across platforms. Present was everyone from Disney Channel actress Debby Ryan, to Little League World Series celebrity athlete Mo’ne Davis, to movie star Angelina Jolie, to recording artists Jennifer Lopez and Meghan Trainor.
One winner stood out as appealing to kids, though targeted above kids’ maturity level. Modern Family took home the Kids Choice Award on Saturday night for Favorite Family TV Show. It is not surprising that a program that won the last five Emmy awards for Outstanding Comedy Series would attract a broad audience, especially when 86% of parents report co-viewing television programs with their child.* Moreover, while Modern Family’s absurd situations are clearly fictional, it reflects authentic emotions and funnybone-ticklers that children of all ages appreciate.
Now for extra credit, an essay question:
Q: What can your brand do to recognize the empowered nature of this generation of youth in a way that is inclusive of their parents?
*Top 2 box; YouthBeat data for total year 2014