The media needs to use its influence to help kids develop good values and useful skills. Media can be a good ally for parents, and it can help kids see themselves as part of a diverse global community.

Obviously, I'm pro marketing, ... I just think it needs to be regulated and families need to help kids ... You and I can make decisions about whether we want to eat at McDonald's and whether we want ice cream. Kids don't understand the persuasive component. They want the toy.

In a customer centric media plan, the influence of media to make a purchase becomes a key component to determining the allocations to the various options, as marketers refine their focus on consumers, media planning will require more insights on how consumers behave and less on gross audience estimates.

We're seeing this growing. The strongest part of their influence is on the media: if something online suddenly becomes a story in the local press, then it matters.

The media sector has been a bit weak, but there is not one particular influence for why it has been strong today.

That's when they become the experts and can help teach the other kids. It's the highlight of my day.