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August 01, 2004
Are Boys lost to advertisers...
Perception Analyser highlights a recent Wired Article "The Lost Boys." Read the whole thing but there is a great little summary called Gone in 30 Seconds. Basically:
"Young men (18 to 34) are tuning out broadcast TV
as they turn to games and the Internet
where porn, music, and auctions are top draws.
As audiences shift away from network TV
the networks still raise their rates
and advertisers turn to cable and the Net.
Five companies haved 'changed channels' " (Anheuser Busch, Coca-Cola, Ford, GM, and McDonalds)
Interesting ABCs according to David Raines, the Coke VP in charge of divvying up ad money:
A: Yes, 18-34 year old males are a critical target
B: But, although they haven't stopped watching TV, they're doing a lot of other stuff, too, going online, watching DVDs, playing videogames.
C: So, ad dollars have to follow them where they go.
"Of course, some media are more immersive than others. As young males drift away from the tube, advertisers are trying to focus on entertainment that grabs their attention and holds it. Tops on that list is videogames." Example, last year Coke followed them into The Matrix Reloaded and Atari's Enter the Matrix videogame. So much so that Jeff Brown a VP at Entertainment Arts said, "We're eating the networks' lunch!" Maybe a bit early to claim this but interesting.
Also, look at Atom films. The cult political online clip they distribute, This Land by JibJab, starts with a Toyata spot that looks like a video game.
Posted by johnza at August 1, 2004 11:21 AM
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Β» Where all the Men 18-34 have gone from Radio Marketing Nexus
We all know Men 18-34 are watching less TV. This picture makes it pretty clear where these folks are going, and the answers are: Videogames and Internet. Note the very small role played by "listening to music," Radio folks. [Read More]
Tracked on August 1, 2004 05:46 PM
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