HILVERSUM, Netherlands: Children's entertainment business Jetix Europe claims youngsters identify television as the most important medium for seeing or hearing their favourite advertising.

The pan-European company, majority controlled by the Walt Disney empire, has released the results of Kidometer, a study of the 7-14 age group in ten European countries.

The youngsters were asked to detail how they spent their time, their media consumption, spending habits and what they considered 'cool'.

The findings revealed children to be socially and politically aware. While using an increasing array of platforms for entertainment, they used the internet primarily to play games - although 'communication' came a close second. Games consoles, TVs and cellphones were ranked more important possessions than clothes or toys.

The majority of youngsters also said they helped families with purchase decisions on games consoles, holidays and computers.

Comments Jetix sales director Jean-Paul Wevers: "Communicating with kids across Europe is a complicated business. They are notoriously fickle yet are becoming increasing influential consumers across Europe."

Data sourced from mandmeurope.com; additional content by WARC staff