Teens Who Attend Most Movies Also Consume Most Media - Advertising Age - MediaWorks

Teens Who Attend Most Movies Also Consume Most Media - Advertising Age - MediaWorks: "Published: February 01, 2008
NEW YORK (AdAge.com) -- For teens and young adults looking for entertainment, too much of a good thing is never enough. A new study put out by Integrated Media Measurement Inc. found that American moviegoers aged 13 to 24 consumed at least twice as much TV and radio as non-moviegoers in the same age range.

IMMI collects and analyzes data from a nationwide panel of 3,000 consumers, aged 13-54, on a daily basis. According to Steve Walsh, senior VP-director of sales for IMMI, the company equips each panelist with specially coded cellphones that also digitize every audio source that the panelist is exposed to. A large team of analysts collect and analyze the data, advising IMMI's clients on trends and the best means and methods to reach consumers. This particular grouping of data focused on high school and college-aged youth, perhaps the most sought-after group by digital advertisers.

IMMI divided the subjects into two groups: moviegoers and non-moviegoers. While the theory might hold that people who went to fewer movies had more time to listen to the radio or watch TV, the data found that moviegoers were the ones who consumed the most radio and TV. In addition, those who went to the movies most frequently (at least 24 movies a year) also listened to the most radio."