Think about when you saw the first TV commercial of your life. Unless you are of a certain age and have experienced first-hand the arrival of television and its first commercials , most likely you do not have a clear Kazakhstan Email List memory of your first contact with advertising. It was always there, from the first cartoon program you sat down to watch in front of the television.

If I make an effort, I think the oldest ad I can remember is one for a dust cleaner because it showed something very aspirational for a little girl. The protagonist of the ad was gliding across the table with a giant cloth.

The rest of the experience of seeing ads is a hodgepodge of campaigns that I do not specifically remember, the odd viral ad – viral as it could be in the 90s – and that at some point I realized that television was a burden, but one that could not be escaped. There was always publicity. He was on the street, in supermarkets and, of course, in the contents he saw at snack time.

But what about the boys and girls who are growing up now? They also see ads at snack time (although it is true that now there is a trend of eliminating or reducing screens that was not so strong for those who grew up in the 90s, when the fashion problem was the violence of the drawings), but many of them already do it in ad-free environments.

YouTube, that great empire of children’s content, has ads, true, but ads that can often be skipped. All streaming platforms have tabs and profiles for children, full of content with which they want to retain that family audience (and all, all of them, are betting heavily on the children’s market). While the little ones watch chapters of their favorite series on Netflix or Prime Video, they do so without ever having to go to see ads.

And although the investment in advertising for children is very high and although there are many ads still in not a few channels, this could be the first step of a change in the paradigm