Harnessing the Power of Media Research to Effectively Reach
Market research is a valuable tool when considering media placement,
especially for a brand with limited advertising budgets. No
longer a resource solely relegated to media planning, research can help
toy and game marketers navigate the media-saturated marketplace,
understand their media consumption, and hone their targets and messages
– especially when the target is the hard-to-reach American
Teens represent the fastest growing population within the United
States and a significant portion of the American consumer public. Why is
it so difficult for advertisers to reach this group with their
messaging? Because today’s teens have many media vehicles at
- Television (more specifically, cable television) offers programming
specifically targeted towards teens; however, technology now gives
viewers the ability to record the show and fast-forward through
- The magazine competitive landscape for teens is vast – SRDS
currently lists 52 active publications targeted towards teens, including
Boys’ Life, DC Comics, Game Pro, Girls’ Life, J-14, and Teen
- Internet penetration is at an all-time high, with more and more
teen-targeted sites popping up daily.
- Mobile phone usage and ownership among teens is also up. According
to the Kaiser Family Foundation, 85% of U.S. teens aged 15-18 own a
mobile phone, as compared to 56% just five years earlier.
A Kaiser Family Foundation study, published in January 2010, found
that the only media activity that hasn’t increased among teens
over the past 10 years is reading traditional print media.
So … what is the best way to reach teens in a media-saturated
|A recent study published by Scarborough
Research and Arbitron (Teen Mall Shopping Insights White Paper –
June 2009) found that 68% of teen mall shoppers spend more than two
hours at the mall on a typical visit, and that 95% of teen mall shoppers
notice any form of advertising.
Teen-focused market research studies such as those provided by GfK
MRI and Experian Simmons (resources that your media agency should
subscribe to) will better position advertisers to reach their targets
than those who go blindly into the market and buy what they
“think” teens are watching. Both firms conduct studies of
teens in the U.S. and offer access to consumer databases and syndicated
studies that provide a wealth of information about target audiences:
- GfK MRI’s product, Teenmark®, measures approximately
3,600 respondents in the U.S. aged 12-19 years. Teenmark® measures
audiences for magazines, newspapers, radio, and television,
psychographics and buying habits, and lifestyle preferences.
- Experian Simmons’ version, Teen Study, measures a sample of
approximately 2,500 teens aged 12-17 years old. The study is released
twice a year and provides measurement of demographic and lifestyle
characteristics, media consumption, product preferences and usage, and
ownership of products and services.
Using subscription based software, users can select their target by
demographic data (sex, age, geography) and find out almost anything they
want to about the target with regards to media consumption – what
magazines they read, what TV stations they’re watching, what TV
shows skew the highest against the target, and much, much more.
Buying trends such as where they shop, when they shop, and what category
items they’re shopping for are also available.
“By utilizing available research on teen media consumption and
shopping habits, advertisers are not only more educated about teen
lifestyles, but better equipped to effectively direct their message to
engage with their teen target,” says Deirdre Nisbet, Associate
Media Director at Blue Plate Media Services. “The
US media landscape is growing and shifting more rapidly than ever.
Research can help advertisers adjust their targeting strategies and keep
up with emerging and growing trends, potentially saving time and
valuable advertising dollars.”
For information and a free consultation on media research and smart,
efficient, integrated media solutions that reach and engage with your
kids - and mom-focused consumer, contact Blue Plate Media Services
(908-918-0202); firstname.lastname@example.org or www.blueplatemedia.net/tia).
Blue Plate Media is a strategic media partner with the Toy
Industry Association and a media advocate for members.