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ADVERTISING & MARKETING | Ad Ratings

Targeting Tykes

September 11, 1997

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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