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Aussie kids go gaga for Adventure Time’s Finn and Jake

Source: Roy Morgan Young Australian Survey, January 2012 to December 2013, sample n = 7348

An orphan boy Finn and his adoptive brother Jake—a transmorphically magical dog, no less—nabbed top spot from SpongeBob in 2013 as the most beloved cartoon characters among kids aged six to 13, the results of the latest Roy Morgan Young Australian Survey show.  

Rocketing up from number nine in 2012, the two stars of the Cartoon Network’s Adventure Time overtook established favourites including SpongeBob SquarePants, Bugs Bunny, Ben 10 and both Bart and Homer Simpson in 2013 to become 11% of kids’ favourite cartoon characters, up from just 2% in a single year. A whole lotta love among girls aged six to seven also sees Peppa Pig crack the Top 10.

Top 10 Favourite Cartoon Characters

Source: Roy Morgan Young Australian Survey, January 2012 to December 2013, sample n = 7348

Finn and Jake are number one among boys 8-9, 10-11 and 12-13, but make the top five for both boys and girls across all age groups, with Bugs Bunny the only other character to do so. But SpongeBob SquarePants still has the edge on Finn and Jake among girls of all ages.

Finn and Jake’s adventures in the post-apocalyptic Land of Ooo a millennium after the Great Mushroom War also saw Adventure Time jump 19 spots to become the number one favourite TV show overall, with popularity at a peak among boys aged eight to 11.

John La Rosa, General Manager – Agencies, Roy Morgan Research, says:

“The speed with which Finn and Jake have become beloved cartoon characters among Aussie kids is a reminder to all youth marketers the importance of keeping close tabs on what kids like, what they do and watch, what they think is cool and what they want to buy (or receive as a present). These things are constantly changing.

“Roy Morgan’s Young Australian Survey database looks at all these areas in detail and provides media agencies and marketers with unprecedented access to information on kids 6-13 years old, as well as their households.

“A Roy Morgan Understanding Young Australians report is also available, which give marketers an insight into the latest trends, with sample sizes that permit a wide range of targeted demographic filtering by gender, age and location.”

For comments or more information please contact: John La Rosa, General Manager – Agencies
Telephone: +61 (2) 9261 8233

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Related Research

View our comprehensive Understanding Young Australians report, covering media usage, activities, finance and retail, mobile phones and attitudes.

About Roy Morgan Research

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate



25% or 75%

10% or 90%

5% or 95%