Televised Influence: Evaluating the Impact of Budgetary and Regulatory Measures on Children’s Exposure to TV Advertisements and Family Purchase Decisions

Author(s)	Dr. Sanjay Payasi, Dr. Deepak Tiwari, Dr. Mukesh Chansoria
Country	India
Abstract	Television continues to be a powerful medium influencing children’s brand preferences and family consumption behavior. In the wake of Union Budget 2024–25, this study explores how budgetary provisions, media regulation policies, and parental awareness affect children’s exposure to TV advertising and its impact on purchase decisions within Indian households. Using a mixed-method design, the research integrates content analysis of child-targeted advertisements across general entertainment and kids’ channels with a parent-child household survey (N = 100). Variables include ad recall, pester power, product demand frequency, parental media literacy, and perceived credibility of ads. Findings indicate a significant role of advertisement content in shaping children’s preferences and influencing family consumption, particularly in food, toys, and personal care segments. Budgetary allocations toward media literacy programs and FSSAI guidelines have initiated protective measures, but regulatory enforcement and parent-level engagement remain weak. The study recommends targeted media literacy campaigns, ethical advertising norms, and collaborative platforms between regulators, content creators, and parents to build resilience among young viewers.
Published In	Volume 7, Issue 3, May-June 2025
Published On	2025-06-15
DOI	https://doi.org/10.36948/ijfmr.2025.v07i03.47993
Short DOI	https://doi.org/g9qqds

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International Journal For Multidisciplinary Research