CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
CABLETELEVISION ADVERTISING BUREAU
830 THIRD AVENUE, NEW YORK, NY 10022 (212) 508-1200
Every week cable experiences healthy viewership gains and continues to capture a bigger piece of the total viewing pie among advertisers’ key targets but what about tweens? This hard to reach target – Children 9-14 – are immense factors in influencing their parents big item purchases. And with boys 9-14 mostly glued to their video gamming consoles – what other mediums reach this target?
According to RIOT media, Tween boys spend $18 billion annually and influence an additional $145 billion on bigger-ticket purchases. In fact, it could be the tween who convinces mom and dad to hold onto HBO for another month, or order a movie or event on pay-per-view. Tweens have a huge say in their parents’ vacation, car and product purchases and in ten years, these kids will be adults with money to spend.
Tweens need programs that speak directly to them. This season, broadcast’s programming is lacking appeal as viewers flee in droves; especially boys aged 9-14. Where do they go? Some have turned to other sources for entertainment (gaming consoles) while others have come to cable for their entertainment. Currently, cable outpaces broadcast networks primetime viewership by more than a half a million viewers among Men 9-14. In fact, cable networks have been successful in capturing this hard to reach target with viewership up about 5% among P9-14 from year ago. Since children 9-14 are big influencers on big item purchases and they will be spending their own money soon - now is the time to target this hard to reach group through cable as viewership continues to climb to record levels.
TWEENS PREFER CABLE AS VIEWERSHIP SHIFTS THIS SEASON
% Change in Average Primetime Delivery 03/04 vs. 02/03
Source: Cabletelevision Advertising Bureau analysis of Nielsen Galaxy data. 9/22/03-4/18/04 & 9/23/02-4/20/03
Download Tweens Audience Measurements Spreadsheet
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Content © 2004 by Cabletelevision Advertising Bureau (www.onetvworld.org). Reprinted with Permission.