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I somehow managed to remain oblivious to the dramatic increase in educational tv shows for young children until I had my daughter. And I must admit, at first blush I was pretty impressed. Though still around, Sesame Street and Mr. Roger’s Neighborhood appear to have some fierce competition from the folks over at Brainy Baby when it comes to producing shows that appeal to infants and toddlers.

Given the sheer number of shows targeting younger and younger children, I presumed there must be some solid evidence in support of this programming. I was also secretly hoping that this was the case, given the countless things I could get done during a YouTube streamed episode of Baby Einstein.

Unfortunately, my presumptions were wrong, and my hopes dashed when I began looking into the effects of television programming on young children.

Here are some of the highlights from this research:

1. Despite what titles like “Baby Einstein” or “Baby Brain” suggest, children’s programming does not appear to have a positive effect on the cognitive development of young children. In fact, there is quite a bit of data suggesting that screen time is associated with negative outcomes in kids under age 2. The American Academy of Pediatrics (AAP) has even gone so far as to state that children under 2 should not be exposed to television or media entertainment given that infants and toddlers lack the skills necessary to abstract meaning from these programs and that they learn best by interacting directly with their environment.

2. It appears that the AAP’s message is getting totally overshadowed by the marketing efforts of the infant and toddler programming industry. In a recent survey, over 90% of parents reported that their children under 2 watch some tv, while over half said they considered this type of programming to be important and beneficial for young children.

3. Children don’t have to be watching television to be affected by it. Studies suggest that infants and toddlers are less able to concentrate on active, hands-on play when a television is on. Consistent exposure to background TV has also been associated with problems in children’s cognitive and language development and problems with attention later in childhood.

So here’s the reality: you might find yourself relying on screen time in order to cut your infant’s nails or change a diaper from time to time. You may even routinely rely on a program or television time in order to balance the demands of multiple kids and obligations. To be honest, despite all of the points made above, I’ve recently begun cuddling up with my 18 month old for 10-20 minutes of Baby Einstein after her dad leaves for work in the morning. She growls loudly along with the lion puppets as I inhale the intoxicating smell of baby sleep still on her pajamas.

But we must be careful not to fall into the artfully constructed trap of believing that programming for infants and toddlers is beneficial or a means of cognitive development. This simply has not proven to be the case.

Indeed if you do a little digging you’ll find that many of these companies acknowledge the lack of positive effects their programs have on infants and toddlers. In 2010, Baby Einstein was facing threats of a class action lawsuit for unfair and deceptive marketing practices after studies showed that television viewing is potentially harmful for young children. They responded by rolling out refunds to customers or, as they called them, “enhanced consumer satisfaction guarantees.” PBS now openly acknowledges the fact that screen time is not recommended for children under age 2 and that background television may have a negative effect on children.

In closing, I want to clarify that I am speaking specifically about the effects of television on infants and toddlers (under age 2). There is some evidence to suggest that educational programming is good for preschool-aged children and I intend to discuss this in more detail in a future post. So stay tuned!

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82 replies on “TV for Tots: A Lesson In Deceptive Marketing”

  1. Hi Caroline, I really wish that you had spoken to me before you published this article. It is full of errors and omissions. Your article sounds like you did some research, but the reality is that you did not. You have a few facts mixed with fiction on conjuncture. I would be happy to explain it all to you if you would email or call me. I think then your blog would be more meaningful when parents knew all the facts and the correct story. By the way, just for starters, there IS a positive study that has been performed and it was conducted by the University of Texas on Brainy Baby. The study has been peer reviewed TWICE in leading Journals, but always overlooked by the media. The study showed that children viewing Brainy Baby DVDs learned 22 times more than those that did not view. Very interesting science. Please email me at: dennis@brainybaby.com or call 770-451-7000 and I’d be glad to fill you in.

    Best reghads, ~Dennis

  2. Hi dennis@brainybaby.com, I can assure you that I did a comprehensive review of the research literature before forming any opinions and that, after spending nearly a decade in academia, I can do a competent lit review. I can also assure you that the American Academy of Pediatrics is similarly well equipped to evaluate the collective research on topics related to child development and that they do not make recommendations to the general public without having thoroughly reviewed all relevant findings.

    Given the potential for error in even the most well designed studies, researchers look for a replication of findings across multiple samples (not simply that a single study was peer reviewed). With regards to the effects of tv on infants and toddlers, the vast MAJORITY of the findings suggests that programs designed for toddlers and infants have slightly negative to no effects on cognitive development. Again, this is what the majority of studies have found and these findings are consistent with current theory on child development, which suggests that young children learn best through direct interactions with their environment and care takers. If anything, what I chose to omit from this post is my review of how deceptive marketing practices function to shape public opinion. Several studies have looked specifically at products that couple terms like “baby” and “genius” or “baby” and “brain,” and how this language shapes perceptions about the utility of these products.

  3. Hi Caroline,
    Thanks for your opinion and viewpoint. I am sure you meant well by your posting, but your information that you gathered is mostly skewed and inaccurate. Not your fault, because all the positive studies are either buried or simply ignored by the media. I have been in the Early Childhood Learning sector for nearly 30 years and can quote you just about every study and comment that has surfaced in the past 30 years.

    No doubt you are competent to research and write an opinion. However, the issue is that you (and many others who “research”) are simply reading the opinion of someone else interpreting a general study, which largely never takes into account the CONTENT of the program being viewed. Content matters and teaching techniques matter whether it is a book or a video. However, if you are already determined in your mind that these video products are bad, then you can easily find “research” and opinions to support that with no problem, because that is what the media supports and plays. The real story and truth takes a lot more diligence and work, which is rarely reported.

    Did you go back to the actual study and read all the science or did you read someone’s report on the study? That makes a big difference and takes a LOT more research time. If you dig down to the core level in most of these studies, you will see that there was not anything negative or harmful, yet the person reporting the results declared that “videos were harmful… according to a new study, etc…”

    Most notably was the recent lawsuit AGAINST the University of Washington that reported a popular study that was widely publicized and declared that ALL baby videos were harmful even though it only studied ONE brand. That headline still exists today and if you happen to Google that research and use that as your basis to form your opinion (and then report about it), you are misinforming your readers. Because the other side of that story, which again never gets reported, is that the University of Washington and their research staff was found guilty and negligent for falsifying this study and DESTROYING key evidence! The entire study was fabricated and deemed “Junk Science”.

    This is not the only time this has happened. I can give you links to many “research” projects that have all been reported and labeled as Junk Science”. All of them to promote individual agendas.

    The list goes on and on, but again… this side never gets reported. Regarding the AAP, they will take the neutral and safe position every time. I can even quote you countless articles where the American Academy of Pediatrics has gone on record stating that they do not recommend “screen time” under the age of two, but neither do they see “any conclusive harm from the use of such video products”.

    We can agree to disagree regarding the negative effects of these products, but are you aware that there are just as many studies that either suggest of prove that there are POSITIVE effects for these learning tools? If you are reporting any sort of balance in your posting, why are these studies neglected? The studies are available on Google just as much as the other research you cited. Is it because you have selected only the research that coincides with your personal opinion?

    Regarding our own study of Brainy Baby conducted by the University of Texas, the study and science was not only peer reviewed in the United States and New Zealand, but the science was DUPLICATED twice by other scientists and the exact same results were found in each repeat test. If you read the study, it showed that under controlled conditions, in undisclosed locations without any interaction from Brainy Baby, the children in this long-term study learned 22 times more than the children that did not experience Brainy Baby in their media diet. There wasn’t any error in our study and to suggest as you stated that “the vast MAJORITY of the findings suggests that programs designed for toddlers and infants have slightly negative to no effects on cognitive development” is simply incorrect. You are either overlooking or not digging past Google to find the positive studies.

    I understand that you do not have the 30 year perspective that I do and to make your blog deadlines you do not have the extra days it would require to do an extensive research, but I wanted you to know that there is another data world out there that you have missed and that you certainly should consider regardless of your years in academia.

    If you want to discuss the “deceptive marketing practices” comment you made, please note that Brainy Baby has NEVER advertised its products to consumers, made any claims or guarantee and has NEVER been sued for false advertising in 20 years of business. Additionally, parents have never asked for a refund or have been dissatisfied with their purchase of any of our learning tools in any format (DVDs, Books, Flashcards or Puzzles). There is a tendency to lump ALL “baby video companies” into the same bathtub and promptly toss baby and bathwater out altogether. Kindly let me know of our “deceptive marketing” and I will gladly remove it.

    Brainy Baby is not anywhere on retail shelves (and soon to be void on Amazon.com), does absolutely zero marketing and does not engage in social media promotions. A static facebook page at best. Yet, we have grown to International distribution in more than 70 countries. Why?… because our products produce learning results. Nobody is forcing the consumer to buy our products. That is the choice of the parents. Brainy Baby was created for my own children, not as a business to deceive consumers.

    Addressing the specific point as numbered in your article:
    1) There is also quite a bit of data suggesting QUALITY content and meaningful learning content can have a POSITIVE effect on children, even under the age of two. Also, endorse and suggest that our learning tools ALWAYS should accompany parent interaction and the use or many other learning tools (please see our parent guide made available in each DVD).

    2) You are correct that the AAP’s message is largely being ignored by parents. Not because of deceptive marketing practices, but because parents are finding positive learning results from some of these products. Why is it that the opinions of a parent are dismissed? I would trust the instincts of parents and visible learning results.

    3) I would generally agree with your comment here, except this is the whole point… the television should not be in the background ALL day under any circumstances. This is where posted opinions like yours confuse readers. We never recommend that any child should be exposed to TV for more than one viewing (45 minutes at best). But, the research comment you cited makes a reader think that ALL video products are bad. Why not add that a limited viewing of QUALITY Learning Content (according to many studies) is beneficial? The studies and science supports that. But again, if your mind is already made up and you are unwilling to research deeper, then you are misleading your readers.

    At the end of your article you say “Indeed if you do a little digging you’ll find that many of these companies acknowledge the lack of positive effects their programs have on infants and toddlers”. Then you cite the Baby Einstein lawsuit. This is the very lawsuit that was based upon the false and fabricated study I cited earlier from the University of Washington. You didn’t mention that part. I’m not supporting or commenting on Baby Einstein’s marketing policies, but your message is suggestive that the other companies follow and are associated with the Einstein practices. How can you make a statement like yours above, when I can’t find another single company that acknowledges “the lack of positive effects on their programs”? We certainly do not.

    I understand that you are trying to write a helpful and meaningful article to your followers and sometimes need to generalize, but in this case it is very misleading, does not represent the entire truth and typical of many other blogs because usually do not bother to go to the research root to discover the truth. I am pleased that you acknowledge the learning benefit for preschool children, and Caroline I do not intentionally wish to criticize you and PLEASE do not take offense, but I also have a desire to let people know the true and full benefits of these products and I have a passion to see children learn and grow. I now have seen (and heard from parents) of children using our products in preschool and now entering college. They write me personally to thank me for the contribution we have made in young children.

    I would just like you and other bloggers like you to realize there is another side to this story. I would also like to give you the content challenge… just see the learning results for yourself. Compare a Baby Einstein DVD to a Brainy Baby DVD. You can experience the same test results in your own home, even under the age of two. I gladly give a free copy to ANY person that asks for one. My goal is to help children learn and liberate parents from mindless electronic babysitter products that only entertain, to something that has PROVEN, meaningful learning content that can make a difference in this very short window for children.

    Respectfully,

    ~Dennis

  4. Ah Dennis, I appreciate the attempt, but it’s just not working. Your comments are too numerous for me to respond to adequately in just a comment, so I’ll devote next week’s blog topic to addressing your points. In the meantime, I do hope you’ll share your answers to the following questions with my readers: 1. Do you currently, or have you ever, worked for Brainy Baby? 2. How did you find my article? (Admittedly, this mine a local blog in a local paper. Yet you commented very soon after the blog was posted and on the 4th of July no less!). Just wondering how you came across my post… 3. Do you have advanced training in research or statistics? 4. Have you yourself conducted any research and/or have you been required to evidence your ability to competently conduct research? 5. Finally, is it your position that parents should disregard the recommendations of the AAP?

  6. Dear Information, Please:
    Thanks for sharing the link, but this is a perfect example of how headlines and media reporting gets twisted. In 20 years, no legal action has ever been filed against Brainy Baby. The link you cite is a 2006 REQUEST from the CCFC asking the FTC to look into our product and advertising practices. Anyone can ask the FTC to inquire about anything.

    The FTC conclusion was that there was no harm or wrong-doing from Brainy Baby, therefore the matter was dismissed.

    However, the media always reported this incorrectly or misquoted us and never bothered to let people know the follow up conclusion or dismissal. There was an article on http://www.junkscience.com exposing this media campaign and the associated “study” from the University of Washington, but since this is now a decade old, the url and story are no longer online. I have a hard copy which I am glad to scan and send to whoever wishes to see it.

    Thanks for your contribution.

  7. Caroline,

    Your investigative questioning sounds a bit contentious. I’m not looking to prove a right or wrong here, or that I am a better person. I also am not trying to sell or convince you of anything. I already know the truth, which I lived and experienced first hand for the last 20 years. I only wish to balance the scales and enlighten you and your readers to the other side of this story, which seems to have lingered on now for decades.

    This is not a new story and when I see the same facts written as fiction, I feel a sense of obligation to correct that which I know is true. I in no way wish to insult you personally, but you are getting surface information from news articles and then commenting on them and writing a blog based on dated press releases.

    My only point is that there is a much deeper history to the stories and to the research and clearly a different side to the story that almost always gets neglected. Unfortunately, I have a 20 year jump and deep relationship with that history. I don’t expect you to just arrive on the scene and know all of that, but I would challenge you to act accordingly with the knowledge you now have gained.

    I feel it is a moot point to compare academia resources, but I am always available and willing to discuss this matter in a positive manner. You have my contact info. Feel free to write or call at any time.

    Respectfully,

    D.

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