MTV Helps Teen Advertisers Keep Their Cool
MTV is to come to the aid of befuddled advertisers with two innovative studies into youth culture designed to maximise the impact of targeting the notoriously fickle teenage market.
The broadcaster has created a user-friendly study, called Collections of Cool, summarising the key youth marketing intelligence and market research of the last year. It claims the study will guide media planners and buyers through the most pertinent issues and trends in youth culture.
MTV has also appointed a resident ‘Trends Advisor’, whose brief is to research new and emerging trends, fashions and social phenomena before they become mainstream. The advisor’s findings will be made available to clients, agencies and select media contacts on a quarterly basis, via the company’s Switched On study.
The broadcaster claims to have used the methodology behind Switched On in its own market research, stating that it has been instrumental in the company staying one step ahead of the ever changing youth market.
Commenting on the research, Graham Saxton, vice president of strategy and development at MTV Europe, said: “Understanding youth culture and the elusive concept of cool is key to the execution of powerful youth marketing.”
He added: “Despite the wealth of research that attempts to capture, define and predict its behaviour, many studies of youth culture are often contradictory or written with a specific agenda in mind. There’s a real art in sifting through the mass of data to identify the drivers of youth behaviour, and the aspects most relevant to agencies and their clients.”
The move to provide more detailed information to advertisers comes in the wake of a spate of advertising and promotional work by MTV itself. Last month saw the company cosying up with mobile phone giant Motorola to provide MTV branded content to all of the company’s new mobile phones (see MTV Teams Up With Motorola For Cross-Media Blitz).
MTV: 020 7478 6000 www.mtv.co.uk
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