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Tween Media Study. Prepared for: Work Inc./VTSF July 2004. Prepared by:. 21267. Table of Contents. Background & Objectives…………………………………………………. … 3 Methodology & Notes on Analysis………………………………………… … 4 Summary ………………..……………………………………………………. . 5 Recommendations …………………………..………………………………. .. 7

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Tween Media Study


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  1. Tween Media Study Prepared for: Work Inc./VTSF July 2004 Prepared by: 21267 21267

  2. Table of Contents • Background & Objectives…………………………………………………. … 3 • Methodology & Notes on Analysis………………………………………… … 4 • Summary ………………..……………………………………………………. . 5 • Recommendations …………………………..………………………………. .. 7 • Detailed Findings …………………………..………………………………. .. 8 • Overall Media and Advertising Usage……..…………….. 9 • Television………………………………………………….. .. 22 • Movies………………………………................................ . 29 • Music/Radio …………….………………..……………….. 33 • Magazine ……………………….…………………………. 46 • Internet …………………………………………………….. 49 • Out-of Home……………….………………………………. 53 • Sponsorships/Promotions………………………………… 56 Smoking Experiences…………………………………….. 59 Demographics………………………………………………………………. 66 21267

  3. Background & Objectives Work Inc. and Virginia Tobacco Settlement Fund (VTSF) have collaborated on an anti-tobacco communications program among Virginia youth. In the past, they have studied this population and the success of the communications’ program. The current study examines media behavior among 9-12 year olds in Virginia. This Tween Media Study is a companion piece to a separately conducted study among teens in Virginia. • The primary objectives of this study were to: • Determine the most effective strategy for allocation of media dollars across various media channels. • Determine the most effective placement strategies within various media channels. 21267

  4. Methodology & Notes on Methodology • Methodology • This study was completed as an online interview between May 18th to June 9th. The interview averaged 14 minutes. • In total 300interviews were completed. All respondents were 9-12 years old and lived in the state of Virginia. Sample was drawn from the Harris Poll Online research panel. Total data shown in this report were balanced to represent 9 -12 year olds in Virginia by age, gender, race/ethnicity, and region. • Notes on Methodology • Data has been statistically tested at the 90% confidence level: • Significant differences are noted using letters corresponding to the subgroups reflected in the table. • Quotas were established by age to ensure readable bases for analysis. 21267

  5. Summary • Tweens consume a wide range of media, but television watching is still most prevalent. • Most tweens report that they do not usually pay attention to advertising in any media. • Ads before the movies attract the most consistent attention, but attention to TV ads is most frequent. • Television • During the week most tweens watch TV from 5-7. On weekends, viewership is throughout the day. Younger tweens are more likely to watch early weekend mornings than older tweens. • Nickelodeon and Disney Channel are most frequently watched channels. Girls are more likely to watch Nickelodeon, Disney and Animal Planet than boys. • Comedies are the most often watched type of show. Tweens’ favorite shows are cartoons, with Sponge Bob Square Pants the most frequently specified favorite. • Movies • More girls go to the movies than boys. Most tweens go to the movies less than once a month. • Tweens watch movies rated G, PG, and PG-13. The shift to see PG-13 movies occurs during the tween years, when children are 11-12. • Internet • Two thirds of all tweens surf the Internet. • Most tweens do not pay attentions to ads online. • Four in five tweens play games by themselves on the Internet. They also do research and send/read emails. 21267

  6. Summary • Music/Radio • Most tweens listen to the radio 1-4 hours a day. • Tweens listen to the radio early evening and early morning. • CDs are the most popular format for listening to music. • Tweens mostly obtain new music by buying CDs. • Most tweens watch music television. MTV is the most popular music television channel. Older tweens are more likely to watch MTV and VH1 than are younger tweens. Boys are more likely to watch The Soul of VH1 than are girls. • Half of the tweens in Virginia attend concerts. Tweens living in Tidewater are more likely to go to concerts than those who live in Central Virginia. Also, girls more frequently attend concerts than do boys. • Tweens’ favorite type of music is Hip-Hop and/or Rap, Pop, and Rock. More boys than girls like Rock and more girls than boys like Pop. Older tweens and girls like Punk Rock more than do younger tweens and boys. Tweens living in Tidewater like Rock more than those who live in Central Virginia. Tidewater tweens like R&B more than do Northern Virginia tweens. • Out-of Home • More than half of all tweens notice billboards most of the time. But they do not report paying frequent attention to their ads. • Tween in Central Virginia and Tidewater are more likely to notice billboards than those who live in Northern Virginia. However, those in Northern Virginia and in Tidewater are more likely to notice ads on subways, trains and buses than those who live in the Southwest or Central. • Magazines • Tweens who live in Central Virginia are more likely to read or flip through magazines than those who live in Northern Virginia. • Among magazine readers most read woman's magazines followed by sports magazines. • VTSF Campaign • Those tweens that are aware of the Ydouthink website are girls and older tweens. 21267

  7. Recommendations • The two most effective locations to place advertising is on TV and at the movies. Magazines would be a third choice. • The number one recommendation for TV would be to place the ads during the show Sponge Bob Square Pants. Other areas to focus are cartoons/animated shows and comedies. Channels like Nickelodeon and Disney are good candidates for a media buy as well. • The best time for these ads on TV are after school during the week (5-7 pm). In addition, younger tweens can be reached in the morning on weekends. • MTV is also popular with tweens. This could be a potential spot for media dollars. • Ads before movies are a very effective way to reach tweens, but tweens attend movies less than once a month. Therefore, if possible, targeting a high profile movie might be the best approach. The movie should be rated PG to reach the largest cross section of the tween population. • Women's and sports magazines would be the best location for ads. • The best way to reach tweens online would be through games. Tweens do not pay attention to conventional online ads. • Awareness of the Ydouthink website is lowest among boys and younger tweens. To reach this segment we recommend the following placements. For boys: • Sports, cartoons/animated shows, and The Soul of VH1 • Rock music – related to purchasing CDs For younger tweens: • TV shows in the early morning on weekends • Movies rated G and PG 21267

  8. Detailed Findings 21267

  9. Overall Media and Advertising Usage 21267

  10. Media Usage %Do you…? Tweens consume a wide range of media, and television is still most pervasive. Base: All respondents 21267

  11. Attention to Advertising %Pay Attention To Most Virginia tweens report paying most attention to television advertising. Older tweens tend to pay attention to magazine ads more than younger tweens (53% vs 37%). Girls are more likely to pay attention to street teams than boys (4% vs 0%). Tweens living in Central Virginia are more likely (6%) to pay attention to street teams than tweens living in Northern Virginia (0%) and Tidewater (0%). Q650: Think about all different types of advertising we’ve talked about in this survey. What kind of ads do you pay attention to the most? Base: All qualified respondents (n=300) 21267

  12. Attention to Commercials % Always/most of the Time Pay Attention to Advertising (n=266) (n=296) Virginia tweens most often pay attention to advertising before movies. But attention is infrequent across media. (n=300) (n=256) (n=300) (n=300) (n=268) (n=300) (n=192) Base: Use media 21267

  13. Advertising at Movies %Pay Attention to Commercials Before Movies % Always/ Most of the time 34% One third of tweens who go to the movies pay attention to the ads at least most of the time. Attention does not differ by age and gender. However, those in Tidewater (47%) pay attention to ads before movies more than those in Central Virginia (25%). Source: Q465-Do you pay attention to the commercials shown before the movie begins? Base: Watch movie-Total (n=266) 21267

  14. Advertising on Television %Pay Attention to Television Commercials % Always/ Most of the time 27% One-quarter of Virginia tweens pay attention to commercials on TV at least most of the time. Girls (13%) are more likely to hardly ever/never pay attention to TV commercials compared to 5% of boys. Tweens living in Tidewater (14%) are more likely to always pay attention to TV commercials than those tweens living in Northern Virginia (3%). Source: Q410-Do you pay attention to TV commercials? Base: Watch TV-Total (n=296) 21267

  15. Word-of-Mouth Advertising %Pay Attention to Word-of-mouth Advertising % Always/ Most of the time 25% One-quarter of tweens pay attention to word-of-mouth advertising at least most of the time. Attention does not differ much by age, gender or region. Source: Q610-Do you pay attention to word-of-mouth advertising? Base: All respondents (n=300) 21267

  16. Magazines Advertising %Pay Attention to Ads in Magazines % Always/ Most of the time 16% One in six tweens who read magazines pay attention to the advertising at least most of the time. Attention does not differ by age, gender or region. Source: Q625-Do you pay attention to ads in magazines? Base: Read or flip through magazines (n=256) 21267

  17. Sponsorships/Promotions %Pay Attention to Sponsorships/promotions % Always/ Most of the time 8% Almost, one in nine tweens pay attention frequently to sponsorship/promotions. Attention does not differ by age or gender. In Northern Virginia tweens hardly ever/never (52%) pay attention to sponsorships/promotion compared to tweens in Central Virginia (33%). Source: Q640-Do you pay attention to sponsorship/promotions? Base: All respondents (n=300) 21267

  18. Out-Of Home Advertising %Pay Attention to Ads Leaving House (e.g. billboard ads, ads on benches, ads on buses, subways, etc.) % Always/ Most of the time 5% The majority of Virginia tweens (56%) hardly ever or never pay attention to out-of home ads. Tweens living in Central Virginia and Tidewater are more likely to pay attention frequently to ads than those living in Northern Virginia. Source:Q600-Do you pay attention to ads you see when you leave your home? Base: All respondents (n=300) 21267

  19. Radio Advertising %Pay Attention to Radio Ads % Always/ Most of the time 4% Tweens who listen to music on the radio hardly ever or never (61%) pay attention to ads in that medium. Attention does not differ by age, gender, or region. Source: Q520-Do you pay attention to radio ads? Base: Listen to music on the radio-Total (n=268) 21267

  20. Street Team Advertising %Pay Attention to Street team Advertising % Always/ Most of the time 3% Almost half of tweens never pay attention to street team advertising. Source: Q615-Do you pay attention to street team advertising? Base: All respondents (n=300) 21267

  21. Internet Advertising %Pay Attention to Ads When Surfing Internet % Always/ Most of the time 1% Tweens who surf the Internet do not pay attention to ads on the Internet while surfing. Source: Q 475-How often do you pay attention to the ads that you see when surfing the Internet? Base: Surf Internet-Total (n=192) 21267

  22. Television 21267

  23. Television % Watch Television Gender Age All tweens in Virginia watch TV, regardless of age or gender. Age Gender Source: Q405-First, do you watch television? Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157) 21267

  24. Television – Viewership % Watch Television During Weekdays % Watch Television During Weekends Most tweens watch TV from 5-7pm during the week, while on weekends viewership is dispersed more throughout the day. On weekends, early morning viewing is more prevalent among younger tweens (47% vs. 33%) and boys (46% vs. 31%). Source: Q 415/Q 420-On weekday/Weekends, at which time of the day do you usually watch TV? Base: Watch TV (n=296) 21267

  25. Television-Channel % Watched Most Often (top 20) Nickelodeon and Disney channels are the most frequently watched channels among both younger and older tweens. Girls are more likely than boys to watch Nickelodeon, Disney and Animal Planet. Source: Q 425-Which of the following TV channels do you watch most often?? Base: Watch TV (n=296) 21267

  26. Television-Type of Shows % Watched Most Often Most tweens watch comedies on TV. Game shows are more popular among older than younger tweens. Boys are more likely than girls to prefer sports, while girls are more likely to watch reality shows. Sports viewing is least common in the Central region. Source: Q 430-What types of TV shows do you watch most often? Base: Watch TV (n=296) 21267

  27. Television %Favorite TV Shows by Type Cartoons/animated shows and comedy are the favorite types of TV shows. Boys more likely to prefer cartoons/animated shows (62% vs. 47%). Girls more likely to prefer comedy (57% vs. 33%). Older tweens more likely to prefer reality shows (20% vs 11%)/drama (18% vs. 8%). Source: Q 435-Currently, what TV shows are your favorites? Base: Watch TV (n=296) 21267

  28. Television %Top 8 Favorite TV Shows by Name One in five tweens mention Sponge Bob Square Pants as their favorite show. This is especially true in Northern Virginia. Source: Q 435-Currently, what TV shows are your favorites? Base: Watch TV (n=296) 21267

  29. Movies 21267

  30. Movies %Attend Movies Gender Age C D A B C More girls then boys go to the movies. Source: Q450-Do you go to see the movies in the theaters? Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157) 21267

  31. Movies %Frequency of Movie Attendance More than half of tweens go to the movies less than once a month. Source: Q 455-How often do you go to the movies? Base: All respondents (n=300) 21267

  32. Movies Total Age 9-10 11-12 A B B B A Overall, tweens watch movies with G, PG, and PG-13 ratings. Older tweens are more likely to see more PG-13 movies than younger tweens. Likewise, younger tweens are more likely to watch movies with G and PG ratings than older tweens. Source: Q460-Think about the movies that you watch at the movie theater. What are they usually rated? Base: Watch movies in theater-Total (n=266); Age 9-10 (n= 162); Age 11-12 (n= 104) 21267

  33. Music/Radio 21267

  34. Music %Listen to Music Gender Age Listening to music is nearly universal among Virginia tweens. Source: Q 500-Do you listen to music? Base: All respondents- total (n=300); Age 9-10 (n=180); Age 11-12 (n=120); Male (n=143); Female (n=157) 21267

  35. Music %Time Listening to Music More than half of tweens listen to the radio 1-4 hours a day. Source: Q 505-Thinking about an average day in your life, how many hours do you spend listening to music? Base: Listen to music-Total (n=284) 21267

  36. Music %Listen to Music 1 or More Hours CDs are the most popular format for listening to music. Source: Q 510-Please select the amount of time each day in which you listen to music on the formats listed below Base: Listen to music (n=284) 21267

  37. Music/Radio Age Gender Region Total 9-10 11-12 Male Female North Southwest Central Tidewater (268) (162) (106) (121) (147) (74) (46) (61) (86) % % % % % % % % % A B C D E F G H Early morning (6 a.m.-9 a.m.) 31 35 26 31 3035 25 38 24 Mid-morning (10 a.m.-12 p.m.) * 1 - - 1 1 1 - - Afternoon (1 p.m.-4 p.m.) 18 18 19 21 15 21 17 22 13 Early evening (5 p.m.-7 p.m.) 34 32 36 28 40 32 24 33 43 Prime time (8 p.m.-10 p.m.) 14 11 16 16 11 10 29 5 13 Late Night (after 11 p.m.) 3 4 3 3 3 * 4 1 6 Early evening and early morning are the most popular times to listen to radio. Source: Q 515-When do you most often listen to the radio? Base: Listen to music on the radio 21267

  38. Music %Frequently/Occasionally Six in ten Virginia tweens purchase CDs to get new music. Older tweens are more likely to frequently purchase CDs compared to younger tweens (21% vs 7%). Tweens who live in Central Virginia are more likely to indicate that they are frequent CD purchasers compared to tweens living in Northern Virginia. Those living in Central Virginia and Tidewater are more likely to report that they are frequent CD burners compared to those in the North or Southwest. Further, tweens in Northern Virginia are less likely to record music from the radio than those living in Central or Tidewater. Source: Q525/526-Thinking about how you get new music, please rate how often you do each of the following activities Base: Listen to music (n=284) 21267

  39. Music %Watch Music Television Watch music television 60% Six in ten Virginia tweens watch music television. MTV is the most popular music television channel. Source: Q530-Which of the following music television channels do you watch? Base: Listen to music (n=284) 21267

  40. Music %Watch Music Television Age Gender Total 9-10 11-12 Male Female (284) (170) (114) (128) (156) % % % % % A B C D Watch Music Television 60 54 65 58 62 MTV 46 38 52A 44 48 VH1 30 24 36A 29 32 BET (Black Entertainment Television) 22 19 26 2025 MTV2 20 15 24 21 18 CMT (Country Music Television) 18 17 20 18 18 VH1 Country 7 6 7 5 8 The Soul of VH1 6 9 3 10D 1 FUSE 4 2 5 2 5 Other 4 7 2 5 4 GMTn (Gospel Music Television Network) * * * * * Do not watch music television 40 46 35 42 38 Older tweens are more likely to watch MTV and VH1 than are younger tweens. Boys are more likely to watch The Soul of VH1 than girls. Source: Q530-Which of the following music television channels do you watch? Base: Listen to music 21267

  41. Music %Watch Music Television Region Total North Southwest Central Tidewater (284) (78) (46) (67) (92) % % % % % A B C D Watch Music Television 60 49 63 67 61 MTV 46 37 53 43 52 VH1 30 25 36 25 36 BET (Black Entertainment Television) 22 17 15 36A 21 MTV2 20 21 17 18 21 CMT (Country Music Television) 18 12 30 24 12 VH1 Country 7 2 9 15AD 2 The Soul of VH1 6 1 2 16AD 5 FUSE 4 3 2 1 7 Other 4 2 1 7 6 GMTn (Gospel Music Television Network) * * * * * Do not watch music television 40 51 37 33 39 BET, VH1 country, and The Soul of VH1 are watched more by Central tweens than Northern and Tidewater tweens. Source: Q530-Which of the following music television channels do you watch? Base: Listen to music 21267

  42. Music %Go to Concerts Go to concerts 50% Half of tweens who listen to music have gone to a live music concert. Source: Q535-How often do you go to concerts or any type of live musical performance? Base: Listen to music (n=284) 21267

  43. Music %Favorite Type of Music Hip-Hop, Rap, Pop and Rock lead Virginia tweens list of favorite music genres. Source: Q540-What are your favorite types of music? Base: Listen to music (n=284) 21267

  44. Music %Favorite Type of Music Age Gender Total 9-10 11-12 Male Female (284) (170) (114) (128) (156) % % % % % A B C D Hip-Hop and/or Rap 43 33 51 4145 Pop 41 36 45 30 54C Rock 38 38 39 44D 31 Country 31 30 31 28 34 R&B 26 22 30 24 29 Oldies 20 21 20 22 18 Classic Rock 19 23 16 20 17 Christian Rock 15 19 11 14 16 Punk Rock 13 8 17A 6 21C Pop music is preferred by girls, while boys are more likely to prefer Rock. Source: Q540-What are your favorite types of music? Base: Listen to music 21267

  45. Music %Favorite Type of Music Region Total North Southwest Central Tidewater (284) (78) (46) (67) (92) % % % % % A B C D Hip-Hop and/or Rap 43 45 35 4643 Pop 41 40 46 43 37 Rock 38 39 48 22 44C Country 31 21 54 35 19 R&B 26 19 18 31 35A Oldies 20 22 17 14 25 Classic Rock 19 14 25 18 21 Christian Rock 15 11 14 20 14 Punk Rock 13 12 11 11 18 Source: Q540-What are your favorite types of music? Base: Listen to music 21267

  46. Magazines 21267

  47. Magazines %Read or Flip Through Magazines Region C A B D A Almost nine in ten tweens read or flip through magazines. Magazine readership is particularly high among Central Virginia tweens. There are no magazine readership differences by age or gender. Source: Q620-Do you read or flip through magazines? Base: All respondents-Total (n=300); Region North (n=82): Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97) 21267

  48. Magazines %Magazines Read Source: Q630-What magazine do you read?? Base: Read or flip through magazines (n=256) 21267

  49. Internet 21267

  50. Internet % Surf Internet A B C D A Overall, two thirds of all Virginia tweens surf the Internet. Tweens in Tidewater are more likely to surf than in Northern Virginia. Internet usage does not differ by age or gender. Region Source: Q 470-Do you surf the Internet? Base: All respondents-Total (n=300); Region North (n=82); Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97) 21267