Every few months, the latest, hottest digital application comes online and gurus pronounce it will be the ad industry’s salvation, or at the very least, the only way to reach teen buyers. Not so fast – according to an August 2009 report in EPM Communications Youth Market Alert. The report points out that today’s headlines focus on outliers and these headlines would have us believe that all teens spend all day online.1017669_excited_teen_shopper

The report emphasizes that teens have actually increased their TV viewing time by 6% in the past five year. Here’s how the viewing behavior breaks out:

  • Live TV 92%
  • DVR 5%
  • Online streaming 3%

Teens also favor TV ads, especially 30 second spots, and tend to remember ads for the following product categories:

  • Hair products/accessories
  • Games/toys
  • Cosmetics/beauty aids
  • Confectionery/snack foods
  • Men’s toiletries/skin care

Analysts point out that smart marketers will consider the goal of their campaigns. Viral or buzz branding which is designed to strengthen a consumer’s relationship with a company or product, is ideal for a trendy online campaign. But when it comes to delivering sales, experts predict that marketers will stay with methods such as TV ads  which “have withstood the test of time because they deliver”.

[Source: “Throw Away the Playbook,” Youth Marketing Alert, August 2009]