A new national study commissioned by TELETOON Retro counters the common
perception of cartoons as parent substitutes and reveals cartoons
support bonding, well-being and memory-building for families
Report finds French Quebecois and women have stronger sentiment towards
cartoon-watching than English Canadians and males respectively
Eight out of ten Canadian parents say they love watching cartoons with
Over four out of five parents indicate watching cartoons with their
children gives them time to relax together
Only half of Canadian parents use cartoons as a bribe or babysitter
French Quebecois parents (90%) and Canadian mothers (85%) are more
likely to believe cartoons help stretch their kids' imagination than
English Canadian parents (73%) and fathers (71%)
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TORONTO, Feb. 4, 2013 /CNW/ - A national survey commissioned by classic
cartoon network TELETOON Retro and conducted by market research firm, The Strategic Counsel, shows that Canadians view cartoon-watching as a positive experience
that facilitates family bonding, fosters well-being and builds memories
between kids and parents. These findings counter the common
misconception that television is mostly used as babysitting tool for
With respect to bonding, eight out of ten Canadian parents (79%) report that they love watching
cartoons with their kids. Almost nine out of ten Canadian parents (87%)
declare hearing their child laugh while watching cartoons gives them a
great feeling and 86% of parents state that it gives them time to relax
with their children.
On the contrary, less than half of Canadian parents (43%) have used TV
as a reward or a bribe and just over half of Canadian parents (56%)
have put cartoons on TV to entertain their kids when they need to get
"In the busy world that we live in today, we are always looking to make
positive connections with our children. There are ways to find those
moments in our everyday activities that we may have not thought of,
like cartoon-watching," said Dr. Oren Amitay, Registered Psychologist and Parenting Expert. "Classic cartoons in particular provide this connection in that they
allow a parent and child to share a common experience that is familiar
to parents and appealing to both. Parents recalling fond memories of
waking up early on a Saturday morning to watch cartoons with a bowl of
cereal are far more likely to join their child than to use the TV as
merely a substitute babysitter."
The survey coincides with today's launch of TELETOON Retro's brand
refresh that reflects the network's new positioning as a top
entertainment choice for families, delivering fun through laughter and
timeless character to kids and parents wanting to spend more time
together. Conducted among over 1,000 Canadians in January 2013, the
survey revealed that cartoons are ubiquitous in Canadian homes, with
98% of Canadian kids aged 3-10 watching cartoons at least once per
week, 80% of Canadians parents watching once a week and 91% of
Canadians having watched cartoons as children.
In addition to the family bonding associated with cartoon-watching,
survey respondents reported benefits to their general well-being.
Almost all Canadians (95%) agree with the commonly-held belief that
laughter is good for one's health and overall well-being and 85% stated
that as children, they found watching cartoons comforting when they
were sick or had a bad day. Nearly eight out of ten Canadian parents
(76%) declared that their own children take comfort in watching
cartoons when they have a bad day and 74% went so far as to say that
watching cartoons is a good way for kids to forget about their worries.
The study also demonstrated that a majority of Canadians see cartoons as
important in building childhood and family memories. More than four out
of five Canadians (86%) reported having very fond memories of watching
cartoons as children, while 85% Canadians believe that parents who
watch cartoons with their kids are building great memories with them.
Furthermore, nine out of ten parents (88%) surveyed hope that their
children will have fond memories of watching cartoons together with
Regional Differences - English Canadians vs. French Quebecois
Interestingly, the study revealed significant differences between French
Quebecois and English Canadians.
Quebecois have a stronger sentiment toward cartoons than English
83% of Quebecois versus 68% of English Canadians believe that watching classic children's cartoons
is a great way to relive your childhood.
84% of Quebecois versus 73% of English Canadians believe that watching cartoons is a good way for
kids to forget about their worries.
93% of Quebecois versus 82% of English Canadians state that parents who watch cartoons with their
kids are building great memories with them.
90% of Quebecois parents with kids aged 3-10 versus 73% of English Canadians parents with kids aged 3-10 stated that cartoons
help stretch their kid's imaginations because outrageous things can
happen in them that are not based in real life.
90% of Quebecois parents versus 80% of English Canadians with kids aged 3-10 claimed to watch cartoons with
their kids at least once per week.
Quebecois are more likely to agree that watching cartoons allows them to
relax with their child and are more likely to hope that they are
building fond memories
99% of Quebecois parents versus 88% of English Canadian parents with kids aged 3-10 state that watching
cartoons with their children gives them time to relax together.
96% of Quebecois versus 88% of English Canadians with kids aged 3-10 say that they hope one day
their child will have fond memories of watching cartoons together with
Quebecois are more likely to get excited when sharing classic cartoons
with their kids; English Canadians are more likely to get nostalgic.
88% of Quebecois parents versus 78% of English Canadian parents with kids aged 3-10 say they get excited
when they can share a cartoon from their childhood with their children.
78% of English Canadian parents versus 61% of Quebecois parents state that watching cartoons from their childhood
with their children makes them nostalgic.
The study also found notable differences in attitudes towards cartoons
between men and women.
Women are more likely than men to recall watching cartoons as a child
and have fond memories of doing so.
93% of women versus 88% of men surveyed recalled watching cartoons as a child.
89% of women versus 83% of men stated that they have fond memories of watching cartoons as a
Mothers are more likely to feel that watching cartoons together is
77% of mothers versus 67% of fathers state that watching cartoons with their child is quality
84% of mothers versus 76% of fathers state that watching cartoons with their kids brings back good
memories from their childhoods.
Women are more likely than men to watch classic cartoons with their
84% of women versus 75% of men watch cartoons from their childhoods with their children.
Mothers are more likely than fathers to feel that cartoons help stretch
their kids' imaginations.
76% of mothers versus 64% of fathers stated that cartoons help stretch their kids' imaginations
because outrageous things can happen in them that are not based in real
The survey found parents who watch TELETOON Retro agree the network
offers a unique family enjoyment experience, with almost 9 out of 10
viewers stating that they love that they can share the joy they had
watching classic cartoons with their children by watching TELETOON
Retro. TELETOON Retro viewers love watching cartoons with their kids
(90%), feel that watching cartoons with kids is quality time (87%) and
hope to build fond memories with their children through watching
cartoons together (95%).
About the Survey
The Strategic Counsel undertook this survey on behalf of TELETOON Retro.
A sample of 1,065 adult Canadians from an online panel participated in
this survey that took place between January 17-23, 2013. The margin of
error for a strict probability sample for a sample of this size would
be ±3.0 percent, 19 times out of 20. In addition to the survey of the
general population, an additional 251 parents of kids aged 3-10 were
also surveyed to be able to provide meaningful analysis of this
For more information on TELETOON Retro, please visit teletoonmedia.com.
About TELETOON Retro
With timeless comedies, classic superheroes and fun flicks for all ages,
TELETOON Retro is the perfect choice for families and cartoon
enthusiasts alike. It's a place where parents can share a laugh with
their old childhood pals and introduce their kids to new cartoon
friends. Available in English and French, TELETOON Retro is available
to more than 8.5 million Canadian homes. Founded in 1997, TELETOON
Canada Inc. brings kids, youth and adults the best in animated and
animation-related entertainment with five nationwide specialty
television channels - TELETOON, TÉLÉTOON, TELETOON Retro, TÉLÉTOON
Rétro and Cartoon Network. Select programming is available through On
Demand, Mobile TV, iTunes and through TELETOON Canada's online
properties. TELETOON Canada Inc. is owned by Astral (50%) and Corus
Entertainment (50%). For more information, please visit teletoonretro.com.
SOURCE: TELETOON Canada Inc.
For further information:
For media inquires and interviews with Dr. Oren Amitay, please contact:
TELETOON Canada Inc.
TELETOON Canada Inc.