What are those 12- to 34-year-olds doing between 6 p.m. and 11 p.m every night? The clichéd answer is playing video games, watching MTV, updating their profile in MySpace, watching "The O.C.," or talking on their cell phones.Now here comes some other info: According to Bolt Media – the company that gave you that young Internet site, bolt.com--only one of four 12 to 34-year-olds can name all four broadcast networks, thus confirming that those young viewers are doing something else.
The five most-watched TV networks, according to the poll, were Fox, Comedy Central, ABC, MTV and Cartoon Network.
Lou Kerner, of Bolt said
There's a massive movement going on in people under 30 and how they spend their media time
Sort of chimes with Tomi's last post on the 6th & 7th mass media . :-)
Wayne Friedman is worth quoting at length
Earlier research from CBS and Warner Bros. says – somewhat astoundingly--that over half of those same 12- to 34-year-olds are aware of The CW, a network that isn't even on the air.How can that be?
We aren't sure – especially since the CW hasn't done any TV brand campaign, hasn't done any outdoor or Internet advertising , hasn't done what all networks do, advertise on its own airwaves. All this would be entertainment marketing genius.
Some executives have been scratching their heads for months. How can you get any awareness without a traditional marketing campaign? They say you can't – that it is impossible.
If, indeed, CBS/Warner Bros. have that kind of awareness for their CW – without the help of TV – it should stop selling TV advertising time immediately. Apparently it is not necessary for advertisers to get awareness for their products on The CW. Why be hypocrites? If the CW can do without – so can other advertisers.
If you can get 50 percent awareness without spending millions on network TV, or even cable, syndication or local station television, you don't have a good argument for starting a TV network – any TV network.
Tomi and I say, you don't come out of a computer game and put up with the sliced white bread of most brand experiences, that are pushed at us.
And, Tomi says that Sharing information is power.
So, the questions you have to ask yourself as a brand/business/organisation, are...
1). Are we in control?
2). Are peer-to-peer flows of communication relevant to my business?
3). Are we creating value in today's digital world?
4). Does our exisiting industrial mindset mean we are missing out?
5). Is our business or brand about being; Life–Simplifying, Navigational or Life–Enabling?
6). Are our organisational heriarchical structures holding us back?
7). Do we understand social network theory?
8). Are we aware of Reeds Law?
If not then you need to do some serious reading up and quickly.
And finally ask yourself, why did Rupert Murdoch buy myspace.com? The answer is on this blog.
If you don't have kids, get some and watch them, operate as digital natives as you quickly realise you are a digital immigrant.
Comments