MediaVest research ‘upsets’ conventional media wisdom

MediaVest has launched its biggest piece of proprietary research, which investigates young people’s media consumption. The findings are depressing for ITV and the national newspapers.

The 60,000 research project, called MediaLinx, reveals that newspapers and ITV are increasingly rejected by 16 to 24-year-olds. They classify them as something their parents would choose to read or watch, with tabloids dismissed as “adult comics” and newspapers generally only used for job ads.

Through group discussions around the country, media event diaries and questionnaires, young people revealed their attitudes to various media brands. Micro media – such as the Internet and even ads on bus tickets and postcards – created a positive response.

Nigel Foote, MediaVest strategy and research director, says: “The most sobering thing was the rejection of mass media, where we spend most money. We need to combine the right micro-media channels with conventional disciplines.”

The findings that advertisers do not benefit from the environment of most current conventional media has implications for broadcast sponsorship, for example.

MediaLinx defines youth culture as a diverse “pick-and-mix” lifestyle, which could involve a young person enjoying a range of music and fashion that advertisers often underestimate. Media brands are defined by their key elements, rather than their own brand values.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here