Presentation on theme: "Teen Television Viewing After 9:00 PM Major Findings Presented by Global Strategy Group July 16, 2002."— Presentation transcript:
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 dont 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 21.9 Million Teens watch TV after 9:00 on school-nights; 8.0 million after 10:00 5.5 Million 6.6 Million 9.8 Million
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
10 Top-of-mind recall of advertising for alcoholic beverages ranks fourth, even though ad expenditures are dwarfed by other industries Top-of-Mind Advertising Recall for Alcoholic Beverages Ranked Fourth $7.4$2.2$2.5$0.9 Billions - TV Ads Top-of- Mind Awareness
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)
12 Have seen alcohol advertising on TV on a school night after 9:00 p.m. Teen Exposure to Alcohol Ads on School Nights After 9:00 p.m. is High
13 High Top-of-Mind Awareness of Brands Among Teens Which alcohol product was the ad for? Awareness of Alcopops is High, Considering the Short Time Ads Have Run
14 Teens Think TV Advertising After 9:00 PM Targets Them Thinking of ads that appear on your favorite shows after 9:00 p.m. on school- nights, who are they designed for?
15 Aided Awareness of Liquor-Branded Alcopops is Very High: Low False Positives Recall of Advertising (Aided)% Smirnoff Ice62 Mike's Hard Lemonade58 Zima52 Coors Vibe45 Bacardi Silver40 Skyy Blue30 Absolut Platinum14 Seagram Split7
16 Teens See a Liquor Brand – They Think Liquor Is Each More Like Beer, Wine, or 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.