Advertising across multiple media platforms is key to reaching younger audiences

Thu, July 27, 2006

Tags: 15 - 25 Demographic, 25 - 35 Demographic, Advertising, Integrated Media, Usage Behavior

Integration in the delivery of your marketing message is key when trying to reach a younger audience. According to the "2006 Media Consumption" survey, college students and recent graduates are more likely to respond to ads they see on multiple media platforms.

According to the findings, "students are 40 percent more likely to respond to an ad with a humorous message. Fact-based messages are preferred by 28 percent of respondents, and 22 percent like to be entertained by advertising. Campaigns spanning more than one medium are 50 percent more likely to get a response from college students and recent grads. This group spends more time online, but the Web doesn't cancel out consumption of traditional media such as broadcast TV and print. Forty-three percent of college students spend 10 or more hours on the Internet each week. Seventeen percent of students spend 10 or more hours per week watching TV. Six percent listen to the radio, one percent read magazines and one percent read newspapers."

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