Report: Teens and Tweens are abandoning TV
According to Packaged Facts, a new division of Marketresearch.com, teens and Tweens are not all zoned out in front of the tube, making them increasingly difficult to reach via TV advertising:
Almost 80% of the 8- to 14-year-olds, or so-called tweens, "love" television. But that number drops to 60% in 12- to 14-year-olds.
The research points out that the 8-14 audience gets "distracted" by other activities when watching the television. As they get older, other activities take up their interest--such as reading, listening to music, or mostly, surfing the Internet--while watching television. This research has found out what other studies have shown--the young people are masters at multi-tasking.
The movie marketing implications are quite clear: if you're trying to reach this demographic, you need to shift your efforts to other outlets like online and outdoor. Additionally, partnerships with purveyors of products that teens love (cell phones, fast food, video games) will be increasingly important.
[Via
Mediapost]
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