Teens Learn about New TV Shows from TV, Not Internet

September 13, 2007

This article is included in these additional categories:

Broadcast & Cable | Media & Entertainment | Social Media | Television | Youth & Gen X

Most teens (51%) find out about new TV shows from TV ads and promos, though buzz is also a high source of information, specifically conversations with friends or boy/girlfriends (33%), and other kids in school (28%), according to an OTX (Online Testing eXchange) study.

Video-sharing websites (10%) and blogs (7%) rank considerably lower as sources of information – 10% and 7%, respectively – OTX found.

OTX’s Teen Topix study, conducted the week of August 6 in conjunction with the eCRUSH social-networking site, surveyed 750 teens across the country about their TV viewing behavior and preferences.

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“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, president of Media and Entertainment Insights for OTX.

The survey asked teens about their awareness of and intent to view new fall shows, and also asked them to select a “first choice” from the shows they were interested in watching. CW’s Gossip Girl took the top spot, followed by ABC’s Pushing Daises.

The top shows – in terms of awareness among teens (rather than intent to watch) – were as follows:

  1. Gossip Girl, CW
  2. (tie) Bionic Woman, NBC; Kid Nation, CBS; Caveman, ABC
  3. Pushing Daisies, ABC
  4. (tie) The Reaper, CW; Nashville, FOX; Next Great American Band, FOX
  5. Aliens in America, CW

When asked how they plan to watch their “first choice” show, 70% of teens said they would watch it on its scheduled day and time, 21% plan to DVR or record it, and 10% are not sure how they will watch.

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Only 7% said they plan to download it or stream it for free, while a mere 3% said they are willing to pay to download their first-choice show.

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:

  1. MTV
  2. Comedy Central
  3. Adult Swim
  4. FOX
  5. (tie) VHI; Disney Channel
  6. ABC Family
  7. Nickelodeon
  8. Cartoon Network
  9. Discovery Channel
  10. Nick at Nite

Consistent with those findings, adult animation (a staple of FOX’s Sunday night lineup) ranked as the favorite genre among teens. Surprisingly, however, when asked which non-returning broadcast show they would want to bring back to the schedule, CBS’s King of Queens ranked highest.

In addition to program and network specific findings, the study looked at how teenagers watch TV and their simultaneous media usage. Almost all teens are engaging in other activities while watching TV.

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Surfing the Internet (57%), Emailing or text messaging (47%) and talking on the phone or with others in the room (43%), were the top activities teens are likely to do while watching TV.

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