London Media Launches Youth Monitor

Media Independent, the London Media Group is launching a monthly national research survey among 15-24 year-olds using the BMRB Omnibus, and conducting 220 face-to-face interviews.

Chief Executive, Bob Blatchford, told MediaTel that the service is initially “totally geared to London Media’s clients in the video, games and records markets, but this does not preclude the addition of any other questions at a later date.”

“We are confident that the initiative is going to bring us new business.” The TGI Youth Survey launched in August covering a younger age classification (7-19 year-olds), and based on a sample of 6,400. Blatchford agrees that this is far more in-depth than his own Youth Monitor, but emphasises the currency of London Media’s research in a rapidly changing market. Teresa Dance, an Associate Director at TGI said the Youth Survey already had 40 subscribers, was almost certain to go ahead again in 1994, and if there were enough interest may eventually report six-monthly. She stressed that it was the first survey of its kind, and refuted any suggestion that it might be immediately out of date.