Wie Media Control berichtet, steigt der TV-Konsum von Mädchen im Alter zwischen 3 und 13 Jahren an, während er bei Jungen unverändert bleibt. So saßen junge Mädchen in den ersten drei Monaten des laufenden Jahres ca. 102 Minuten pro Tag vor dem Fernsehen. Dies entspricht einem Zuwachs von sieben Minuten im Vergleich zum Vorjahr. Jungen dagegen sitzen – genau wie im ersten Quartal 2009 – „nur” 95 Minuten pro Tag vor der Mattscheibe.
Seit dem Jahr 1995, als diese Studie ins Leben gerufen wurde, war es das erste Mal, dass Mädchen mehr vor dem Fernsehgerät verbrachten, als Jungen. Im Durchschnitt verfolgten beide Geschlechter rund 99 Minuten täglich das Fernsehprogramm. Der bei den jüngsten Zuschauern beliebteste Fernseh-Wochentag war der Samstag (129 Minuten), gefolgt vom Sonntag (121 Minuten) und dem Freitag (107 Minuten). Die beliebteste Fernsehzeit war mit rund 36 Minuten der Zeitraum zwischen 18 Uhr und 21 Uhr.
Auch bei der Auswahl der TV-Sender haben die Kleinen klare Präferenzen: So erreichte Super RTL im ersten Quartal 2010 einen durchschnittlichen Marktanteil von 20,4 Prozent in der jungen Zielgruppe, gefolgt von KIKA mit 16,1 Prozent. Auf den weiteren Plätzen folgten RTL (10,1 Prozent), NICK (9,4 Prozent) und ProSieben (9,1 Prozent).
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