Tween Media Study

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

2. 21267 2 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 Table of Contents

3. 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.

4. 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 300 interviews 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.

5. 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.

6. 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.

7. 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

8. 21267 8 Detailed Findings

9. 21267 9 Overall Media and Advertising Usage

10. 21267 10 Media Usage

11. 21267 11 Attention to Advertising

12. 21267 12 Attention to Commercials

13. 21267 13 Advertising at Movies

14. 21267 14 Advertising on Television

15. 21267 15 Word-of-Mouth Advertising

16. 21267 16 Magazines Advertising

17. 21267 17 Sponsorships/Promotions

18. 21267 18 Out-Of Home Advertising

19. 21267 19 Radio Advertising

20. 21267 20 Street Team Advertising

21. 21267 21 Internet Advertising

22. 21267 22 Television

23. 21267 23 Television

24. 21267 24 Television – Viewership

25. 21267 25 Television-Channel

26. 21267 26 Television-Type of Shows

27. 21267 27 Television

28. 21267 28 Television

29. 21267 29 Movies

30. 21267 30 Movies

31. 21267 31 Movies

32. 21267 32 Movies

33. 21267 33 Music/Radio

34. 21267 34 Music

35. 21267 35 Music

36. 21267 36 Music

37. 21267 37 Music/Radio

38. 21267 38 Music

39. 21267 39 Music

40. 21267 40 Music

41. 21267 41 Music

42. 21267 42 Music

43. 21267 43 Music

44. 21267 44 Music

45. 21267 45 Music

46. 21267 46 Magazines

47. 21267 47 Magazines

48. 21267 48 Magazines

49. 21267 49 Internet

50. 21267 50 Internet

51. 21267 51 Internet

52. 21267 52 Internet

53. 21267 53 Out-Of Home Advertising

54. 21267 54 Out-Of Home

55. 21267 55 Out-Of Home

56. 21267 56 Sponsorships/Promotions

57. 21267 57 Sponsorships/Promotions

58. 21267 58 Sponsorships/Promotions

59. 21267 59 Smoking Experiences

60. 21267 60 Smoking Information

61. 21267 61 Information Sources

62. 21267 62 Smoking

63. 21267 63 Smoking Information

64. 21267 64 Smoking Information

65. 21267 65 VTSF Campaign

66. 21267 66 Demographic Profile