Background. Nationally representative telephone study among 750 teens ages 12 to 18Census-balanced by age, gender, geography and ethnicityConducted in June 2002 by Global Strategy GroupMargin of error /- 3.5%. Definitions. Teens: children ages 12 to 18School-Night: Sunday through ThursdayLate
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1. Teen Television Viewing After 9:00 PM Major Findings
Presented by Global Strategy Group
July 16, 2002
2. Background Nationally representative telephone study among 750 teens ages 12 to 18
Census-balanced by age, gender, geography and ethnicity
Conducted in June 2002 by Global Strategy Group
Margin of error +/- 3.5%
3. Definitions Teens: children ages 12 to 18
School-Night: Sunday through Thursday
Late-Night: After 9:00 p.m.
NOTE: All data in this presentation relates to the late-night viewing habits of 12- to 18- year olds on school nights.
4. Major Findings The teen night-time TV viewing audience is very large. 22 million teens – 3 in 4 – watch TV after 9:00 p.m. on school nights.
Alcohol advertisers have direct and easy access to young teens; most 12- to 15- year-olds watch TV after 9:00 p.m. on school nights UNSUPERVISED by an adult.
5. Major Findings Teens say they don’t pay attention to commercials, but their high unaided product and brand recall -- including for alcoholic beverages -- indicates otherwise.
Awareness of ads for new liquor-branded alcopops is very high and teens think they are liquor, not beer. This suggests that teens are in the TV audience for these ads.
6. Nearly 22 Million Teens Watch TV After 9:00 P.M. on School Nights
7. Most Teens Watch Late-Night TV; Most Have TVs and Few Have Rules More than 3 in 4 teens (77%) watch TV after 9:00 p.m. on school nights, including 2 in 3 (67%) kids ages 12 to 13.
62% of teens have a TV in their bedroom, including 59% of 12 to 13 year olds.
62% of teens do not have to follow any rules about watching TV on school nights.
8. Younger Teens Watch Late-Night TV on School Nights Unsupervised 76% of teens ages 12 to 15 who watch TV after 9:00 p.m. on school nights do so without adult supervision at least some of the time.
3.6 million kids ages 12 to 13
5.7 million kids ages 14 to 15
4.5 million 12- to 15- year olds watch TV after 9:00 p.m. on school nights without any adult supervision at all.
9. Top-of-Mind Advertising Recall Among Teens is High Teens say they pay little attention to late-night commercials on school nights, but have high product and brand recall
More than half of teens (53%) cite 1 of 4 product categories they see advertising for: cars, cosmetics, movies and alcohol
62% of teens can name, top-of-mind, a specific company or brand: tops were Nestle, Nike, Budweiser, McDonalds and Pepsi
11. Industry Ads for Alcohol Pay Off Big in Teen Awareness Alcohol companies achieve much higher top-of-mind awareness among teens for money spent on TV advertising
For every $1 Billion spent on TV advertising:
Cars get 2.8% awareness
Cosmetics get 7.7% awareness
Movies get 5.6% awareness
Alcohol gets 12.2% awareness (conservative)
13. High Top-of-Mind Awareness of Brands Among Teens
14. Teens Think TV Advertising After 9:00 PM Targets Them
15. Aided Awareness of Liquor-Branded Alcopops is Very High: Low False Positives
16. Teens See a Liquor Brand – They Think Liquor
17. Conclusion Millions of teens watch TV after 9:00 p.m. on school nights: most of them unsupervised by an adult.
Teens see and remember alcohol ads, including those for liquor-branded alcopops.
Many teens exposed to TV advertising for liquor-branded alcopops after 9:00 p.m. on school nights mistakenly assume they are seeing advertising for liquor.