ROAR: Latest Youth Media Research Findings
The latest wave of ROAR youth research has revealed what attributes and values the various media project for a brand in the eyes of 15-24 year old consumers. The findings revealed that those media which may make a brand look aspirational will not necessarily make it look cutting edge or trustworthy and also uncovered the way in which different media are used by this age group for different emotional and intellectual needs.
Following research which identified attributes of the various media, for example that magazines seemed to be personal and relevant or that event sponsorship gave a brand prestige and quality, ROAR came up with ad planning guidelines for the age group, based on the findings. These included: to project “We are an aspirational brand that you will dream about”, advertisers are advised to use film, event and TV sponsorship and the internet; to project “We are a VERY BIG brand with a BIG personality” advertisers are advised to use TV, cinema and film sponsorship; to project “We are a fresh, cutting edge brand” advertisers are advised to use outdoor and the internet and to project “You can TRUST us!” they are advised to use radio magazines and newspapers
The study also looked at media usage by situation. This revealed that TV was the first choice of media for over 50% of respondents when they wanted to unwind, to have company and for escapism. When it came to keeping up with events, TV again scored highly- 46% for finding out what was going on, although newspapers also did well on this count, as first choice for 31%.
For news on the US/Middle East TV again came out on top, with 52%, but for detail about a favourite topic the internet was chosen by 45% and magazines by 23%- showing why the latter in particular is seen as a personal, relevant medium. Similarly 51% of respondents would choose magazines first to find out about the latest trends, and 46% for advice about a personal problem. When it came to media to get ideas and stimulate the mind, or to motivate, the split was more even.
For ideas and stimulation, 22% said the internet, 26% TV and 26% magazines, while for motivation 26% said TV, 26% Radio and 16% magazines. Cinema was top choice for just one question, as the media most used to indulge or spoil oneself, chosen by 52% of respondents.
The Right Of Admission Reserved (ROAR) research project has been in existence since 1995. The consortium behind the continuous research into the media consumption of 15-24 year olds includes OMD UK, Channel 4, Carlton Screen Advertising, Emap Advertising and The Guardian and Observer Group.
ROAR: 020 7893 4136 (Charlotte Nilsson, chair of consortium) www.roar.org.uk
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