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With the emergence of COVID-19, at the initial stages of lockdowns and movement restrictions, many were able to enjoy quality time with their families. However, as the new normal got 'normalized', most individuals returned to their day-to-day routines. Children, neither being able to play outside with their friends nor attend school to carry on with their studies as usual, had more time on their hands to watch television. Within the context of parents assuming “kids' movies” are safe to watch and with television channels telecasting “kids' movies” on almost all days of the week, as anticipated, a considerable rise in the total television usage of children has occurred since the beginning of the pandemic.

Locked Down unto the Screens: advertisements during kids' movies in COVID -19 era