Targeting Tykes

So now you know why children beg for those kids' meals. McDonald's ran 33 commercials in Saturday morning shows on network television Aug. 23, delivering a total of 41.5 rating points--making it the most-watched advertiser that morning. Here is a look at the leading Saturday morning advertisers that day:

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Brand Household rating Total ads McDonald's 41.5 33 Quaker Cap 'n Crunch cereal 25.7 23 Nabisco Oreo cookies 24.8 20 Post Cocoa Pebbles cereal 23.3 14 Post Alpha-Bits cereal 23.1 15 Kraft prepared entrees 22.1 17 JC Penney Arizona jeans 20.3 11 Kool-Aid Mega Mountain drink mix 18.4 13 Campbell Franco-American dinners 17.1 14 L'Oreal children's shampoo 16.2 10

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Note: Each rating point represents 970,000 TV homes

Source: Nielsen Media Research Monitor-Plus Service

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