Study Says Teens Learn About New TV Shows from TV Ads, Promos

LOS ANGELES, September 11:
A recent study from consumer research firm OTX and social networking site
eCrush reports that 51 percent of U.S. teens aged 13 to 17 still find out about
new TV shows from TV ads and promos.

The Teen Topix study surveyed 750 teens across the U.S. about
their TV viewing behavior and preferences during the week of August 6. The
study noted that following TV ads and promos, word of mouth was also another
primary source of information, with 33 percent of teens finding out about new
shows through conversations with friends or boy/girlfriends, and 28 percent
from other kids in school. Meanwhile, 26 percent of teens learned about new TV
shows through Internet ads, 22 percent from magazine ads, and 19 percent from
TV network websites. Only 11 percent of teens learned about the new fall TV
shows from social networking sites, 10 percent via video-sharing websites and
only 7 percent via blogs.

"For all of the hype
surrounding blogs and video-sharing sites, it's important for networks and
marketers to understand that a majority of teenagers still get information
about new programming from TV ads and promos," said Bruce Friend, the
president of media and entertainment insights for OTX. "With the new TV
season upon us and networks stepping up their marketing efforts, this is
exactly the type of intelligence Teen Topix was designed to provide to the industry on a
timely basis."

The survey also asked
teens about their awareness and intention to view new fall shows. It also asked
them to select a "first choice" from the shows they were interested
in watching. The CW's Gossip Girl
took the first choice slot, followed by a four-way tie between NBC’s Bionic
Woman, CBS’s Kid Nation and ABC’s Caveman. ABC’s Pushing Daisies took the number-three slot.

When asked how they plan
to watch their "first choice" show, 70 percent of teens said they
would watch it on its scheduled day and time, 21 percent plan to DVR or record
it, and 10 percent are not sure how they will watch. Only nine percent will use
video on demand, seven percent plan to download it or stream it for free, and 3
percent are willing to purchase their first-choice show from iTunes or a
similar website.

Teens in the study were also
asked to indicate agreement with the statement "this television network
totally gets me." Cable networks MTV, Comedy Central and Adult Swim ranked
as the top three. Only one broadcast network, FOX, ranked among the top five.
Consistent with these findings, adult animation, a staple of FOX's Sunday night
lineup, ranked as the favorite genre among teens. When asked which
non-returning broadcast show they would want to bring back to the schedule, it
was CBS's King of Queens that
ranked highest.

The study also looked at
how teenagers watch TV and their simultaneous media usage. Almost all teens are
engaging in other activities while watching TV. Fifty-seven percent of teens
surf the Internet while watching TV, 47 percent email or text message, and 43
percent talk on the phone or with others in the room.