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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 15 ads only received the intercoder reliability level at .30. It was mostly because the two authors visited the Web sites at different times, and used different computers. This variable was later eliminated from the analysis. The majority of the variables received intercoder reliability level at .70 and higher, only three variables fell between .60 and .70. Results The percentage of Web sites that had ads A total of 133 Web sites and 697 unique ads were coded. On average, each Web site had more than five ads. Only a quarter of the Web sites examined did not feature advertisements on their Web sites. About half of the ads appeared on the homepages of the Web sites (52%, N=360), and the other half appeared on the content pages. A Web site’s homepage generally had two ad positions. Half of the Web sites who had ads on their homepage hosted rotating ads on the same ad location (N=50, 51%). Moreover, the vast majority of ads (92%, N=610) appeared on a Web site more than once. In terms of ad positions on each Web page, one-third of the ads (34%, N=236) were located on the top of a Web page, followed by the right side of a page (22%, N=156), and left side of a page (15%, N=105). The bottom ads accounted for 12 percent (N=84), and in-between ads only appeared 7 percent of the time (N=50). Most of the ads were part of the Web page layouts, only 7 percent of the ads (N=50) were either pop-up ads or interstitials. Language and graphic features of ads Graphical ads were the dominant type of ads (91%, N=636) on children’s Web sites. Within the graphical ads, half of them were both dynamic and graphical (N=331,

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 15
ads only received the intercoder reliability level at .30. It was mostly because the two
authors visited the Web sites at different times, and used different computers. This
variable was later eliminated from the analysis. The majority of the variables received
intercoder reliability level at .70 and higher, only three variables fell between .60 and .70.
Results
The percentage of Web sites that had ads
A total of 133 Web sites and 697 unique ads were coded. On average, each Web
site had more than five ads. Only a quarter of the Web sites examined did not feature
advertisements on their Web sites. About half of the ads appeared on the homepages of
the Web sites (52%, N=360), and the other half appeared on the content pages.
A Web site’s homepage generally had two ad positions. Half of the Web sites
who had ads on their homepage hosted rotating ads on the same ad location (N=50, 51%).
Moreover, the vast majority of ads (92%, N=610) appeared on a Web site more than
once.
In terms of ad positions on each Web page, one-third of the ads (34%, N=236)
were located on the top of a Web page, followed by the right side of a page (22%,
N=156), and left side of a page (15%, N=105). The bottom ads accounted for 12 percent
(N=84), and in-between ads only appeared 7 percent of the time (N=50). Most of the ads
were part of the Web page layouts, only 7 percent of the ads (N=50) were either pop-up
ads or interstitials.
Language and graphic features of ads
Graphical ads were the dominant type of ads (91%, N=636) on children’s Web
sites. Within the graphical ads, half of them were both dynamic and graphical (N=331,


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