Fuse Teen Advertising Study 2009

Teen Advertising Study
May 2009
University of Massachusetts Amherst
Table of Contents
Methodology…………………………………………………………………………………3
Media Habits…..................................................................................4
Product Category Dashboards……………………………………………………….9
Product Categories in Detail
Health & Beauty……………………………………………………………………..14
Shoes………………………………………………………………………………………23
Department Stores & Retailers……………………………………………….32
Apparel Brands……………………………………………………………………….41
Cell Phones……………………………………………………………………….…….50
Consumer Electronics………………………………………………………………59
Food & Snacks………………………………………………………………………….68
Quick Service Restaurants…………………………………………………….….77
Demographics………………………………………….………………………………………86
2
Methodology
The methodology for the research conducted for Fuse includes the following:
Internet‐based collection (consumer access panels across U.S. population)
Respondents were split into two groups . There were two surveys which each took approximately 15
minutes to complete and had 4 open ends each. The two surveys shared a core set of questions, then
split to have respondents answer questions on the following topics:
• Group I: Health & Beauty, Shoes, Department Stores & Retailers, Apparel
• Group II: Cell Phones, Consumer Electronics, Food & Snack Food, Quick Service Restaurants
Respondents were screened based on the following criteria:
• Between the ages of 13 and 18 years old
• Some connectivity to media
• 50/50 gender split
• Some effort was made to ensure there was not a “big city bias” in the study. Therefore,
respondents were monitored to ensure that no more than half came from major metropolitan
areas.
Sample sizes, and ages per group were as follows:
• Group I: n=300; Age 13‐15: 52%; Age 16‐18: 49%
• Group II: n= Age 13‐15: 49%; Age 16‐18: 51%
3
Media Habits
Core Survey
Media Usage
Non-user Light User Average User Heavy User
Internet 16% 38% 45%
TV 19% 48% 32%
Video Games 14% 28% 28% 29%
Email 8% 27% 37% 26%
Radio 9% 37% 31% 22%
Online Video 15% 32% 33% 18%
Social Networking 25% 25% 30% 17%
Magazines 22% 43% 25% 9%
Live Concerts 40% 38% 11% 7%
Live Sporting Events 39% 35% 16% 6%
Base: Total respondents (n=598)

Would you consider yourself a heavy, average, light or non-user of (insert)?
Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%. 5
Attitude Towards Ad Platforms
Strongly Disagree Neutral Strongly Agree
Sponsoring Live Events 4.3
TV Ads 4.0
Radio Ads 4.0
Print Ads 4.0
Online Ads 3.4
Social Networking 3.1
Video Games 2.8
Text Messages 2.4
1 2 3 4 5

What is your opinion on companies sending you (insert) in order to communicate with you?
Value of Official Product Web Sites
Ever visited a brand’s official product Web site?
Yes: 79% No: 21%
Are they valuable?
47%
Avg. 4.21
32%
17%
2% 2%
Strongly Somewhat Neither Somewhat Strongly Agree

Disagree Disagree Agree

Have you ever visited a company’s official website? Is it valuable that a company have an official web site in order to communicate with you?
Attitude Toward Social Networking
Ever “friended” a company on a social networking site?
Yes: 29% No: 71%
Opinion of brands using social networking
Avg. 3.09
31% 27%
15% 13% 14%
Strongly Somewhat Neither Somewhat Strongly Agree

Disagree Disagree Agree

Have you ever “friended” a company on a social networking site (like Facebook)? What is your opinion on companies using social networking sites in order to
communicate with you? 8
Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
Product
Category
Dashboards
Key Summary
DASHBOARD: B Y P L AT F O R M
BY PLATFORM (averaged across product categories)
Platform Group 1 Group 2
TV 10% 26% 32% 27%
Television B‐ B‐ Product Web Sites 32% 24% 20% 12%
Magazines C C Magazines 25% 31% 23% 11%
Online Video D D+ Product Placement 29% 30% 21% 9%
Social Networking D D Radio 30% 29% 23% 8%
Web Ads C‐ C‐ Web Ads 33% 31% 18% 8%
Official Web Sites C C Newspapers 37% 28% 17% 7%

Live Events 46% 23% 14% 6%
Product Placement C C
Email 51% 21% 12% 6%
Newspapers C‐ C‐
Video Games 59% 17% 8% 4%
Radio N/A C
Social Networking 52% 20% 11% 4%
Email D N/A
Online Video 53% 21% 11% 4%
Live Events D+ C‐
Text Messaging 63% 14% 8% 4%
Text Messaging N/A D
Video Games D D Never Seen/None <Half >Half Nearly All
Top 5 Platform Preferences Top 5 Advertising Tactics
Group I Group II Group I Group II
1. Television: 74.1% 1. Television: 72.8% 1. People like me enjoying or 1. Humor: 55.6%
2. Magazines: 56.9% 2. Magazines: 48.3% using product: 42.3% 2. People like me enjoying or
3. Official Product 3. Official Product 2. Humor: 42.2% using product: 39.0%
Web Sites: 35.8% Web Sites: 40.6% 3. Good music: 37.4% 3. Good music: 34.3%
4. Newspapers: 35.3% 4. Radio: 40.4% 4. Facts & figures: 29.7% 4. Unique graphics: 28.6%
5. Product Placement: 26.1% 5. Newspapers: 36% 5. Unique graphics: 29.0% 5. Facts & figures: 25.3%
DASHBOARD: B Y P R O D U C T C AT E G O R Y
BY PLATFORM
BY PRODUCT CATEGORY (averaged across platforms)
Platform GPA Grade
Shoes 44% 24% 14% 9%
Group I
Cell Phones 39% 25% 17% 9%
Health & Beauty 2.31 C
Electronics 38% 24% 17% 7%
Shoes 2.06 C‐
Dept. Stores & Retailers 2.26 C Quick Service Restaurants 38% 22% 19% 10%
Apparel 2.14 C‐ Apparel 37% 25% 18% 9%
Group II Dept. Stores & Retailers 35% 27% 20% 9%

Cell Phones 2.10 C‐
Food & Snacks 34% 26% 18% 9%
Consumer Electronics 2.08 C‐
Health & Beauty 31% 30% 21% 10%
Food & Snacks 2.19 C‐
Never Seen/None <Half >Half Nearly All
Quick Service Restaurants 2.20 C
Most Effective & Least Effective Message Tactics
Health & Beauty Shoes Dept. Stores & Retailers Apparel
1. Funny : 54.3% 1. People Like Me: 40.0% 1. Funny: 41.7% 1. People Like Me: 40.6%
2. People Like Me: 47.1% 2. Good Music: 37.9% 2. People Like Me: 37.5% 2. Funny: 40.6%
10. Emotional Response: 10.3% 10. Emotional Response: 7.2% 10. Emotional Response: 10.1% 10. Emotional Response: 8.3%
Cell Phones Consumer Electronics Food & Snacks Quick Service Restaurants

1. Funny: 60.5% 1. Funny: 42.1% 1. Funny : 60.8% 1. Funny : 59.2%
2. People Like me: 38.5% 2. Good Music: 37.6% 2. People Like Me: 42.7% 2. People Like Me: 39.8%
10. Emotional Response: 7.9% 10. Emotional Response: 8.6% 10. Emotional Response: 11.6% 10. Personal Interaction: 10.4%
DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S
Group I Group II
GPA Grade Recall* GPA Grade Recall*
Yes No Yes No
Health & Beauty Cell Phones

HI: Television 3.34 B 92.3% 4.0% HI: Television 3.06 B‐ 85.1% 9.1%
LOW: Social Networking 1.56 D 34.5% 55.3% LOW: Text Messaging 1.45 D 27.3% 63.3%
Shoes Consumer Electronics
HI: Television 3.07 B‐ 80.2% 15.7% HI: Television 3.01 B‐ 72.6% 13.1%
LOW: Video Games 1.44 D 28.2% 62.2% LOW: Text Messaging 1.31 D 23.5% 62.6%
Dept. Stores & Retailers Food & Snacks
HI: Television 3.16 B‐ 82.6% 10.6% HI: Television 3.30 B 86.3% 6.9%
LOW: Social Networking 1.49 D 30.9% 58.5% LOW: Video Games 1.54 D 29.5% 56.8%
Apparel Quick Service Restaurants
HI: Television 3.19 B‐ 82.2% 10.3% HI: Television 3.36 B 87.2% 7.2%
LOW: Video Games 1.40 D 30.2% 58.1% LOW: Video Games 1.52 D 26.7% 59.7%
* No = Never seen ad on the platform + None; Yes = <Half + >Half+ Nearly All
DASHBOARD: P L AT F O R M & P R O D U C T C AT E G O R I E S
Group I Group II
H&B Shoes Dept. & Apparel Electro‐ Food&
Cell QSR’s
Retail nics Snacks
Top 5: Platform Preferences Top 5: Platform Preferences
Television 1 1 1 1 Television 1 1 1 1
Magazines 2 2 2 2 Magazines 2 2 2 3
Official Product Sites 3 3 4 3 Official Product Sites 3 3 4 6
Newspapers 4 4 3 4 Radio 4 4 3 2
Product Placement 5 6 7 5 Newspapers 5 5 5 4
Web Advertisements 6 7 5 6 Product Placement 7 6 6 5
Live Sporting Events 8 5 9 7 Top 5: Message Tactics
Top 5: Message Tactics Humor 1 1 1 1
People Like Me 2 1 1 1 People Like Me 2 3 2 2
Humor 1 3 2 2 Good Music 4 2 3 3
Good Music 3 2 3 3 Facts & Figures 3 5 6 5

Facts & Figures 4 6 4 5 Different 5 6 5 6
Unique Graphics 5 4 5 4 Unique Graphics 6 4 4 4
Celebrities/Athletes 8 5 7 7
Health &
Beauty
Group I
Health and Beauty: Platform Preferences
Q: How would you like health & beauty companies to advertise to you?
Television commercials 78%
Magazines 62%
Official product web sites 39%
Newspapers 33%
Placing/integrating products in television shows 29%
Web site advertisements 25%
Email 17%
At a sporting events 17%
Social networking sites 13%
Concerts, show or movie theater 11%
Online videos 10%
Video games 8%
Don't know 7%

Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?
Health and Beauty: Platform Segmentation
Q: How would you like health & beauty companies to advertise to you?
77%
Magazines 73%
54%
34%
Newspapers 34%
32%
27%
23%
Email 19%
14%
22%
14%
Concerts, show or movie theater 14%
9%
Online videos 10%
8%
Video games 5%
10%
Don't know 6%
8%
Female Male
Thinking about your favorite health and beauty products (shampoo, deodorant, etc.) How would you like them to advertise to you?
Health and Beauty: Ad Recall by Source
None < Half >Half Most Never Seen

?
Don’t Know
Television 4.0% 31.0% 33.3% 27.9% 0% 3.7%
Magazines 19.1% 32.1% 29.7% 13.0% 1.4% 4.8%
Online Video 36.8% 25.4% 12.0% 4.8% 12.0% 8.9%
Social Networking 42.7% 20.5% 11.6% 2.4% 12.6% 10.2%
Web Advertisements 24.3% 34.8% 19.6% 8.8% 4.7% 7.8%
Product Web Sites 23.5% 29.0% 19.1% 13.3% 6.5% 8.5%
Product Placement 19.5% 34.1% 25.6% 8.5% 4.4% 7.8%
Newspapers 31.5% 29.8% 18.5% 4.5% 5.1% 10.6%

Think about how health and beauty products are currently advertising to you. In a given week, approximately what percentage of health and beauty
advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%. 17
Health & Beauty: Advertising Grade
FINAL Never
Subject % A or B %D or F GPA
GRADE Seen Ad
Television Commercials 77.9% 3.3% 3.34 B 0.7%
Magazines 58.7% 10.7% 2.92 C+ 2.0%
Online Videos 17.5% 35.0% 1.59 D 18.9%
Social Networking Sites 15.6% 34.7% 1.56 D 18.0%
Web Advertisements 32.6% 31.2% 2.05 C‐ 6.7%
Product Web sites 47.8% 14.9 % 2.66 C 7.5%
Product Placement 39.9% 19.7% 2.41 C 6.4%

Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
18
Health & Beauty: Advertising Segmentation
Subject 13 to 15 16 to 18 Male Female Average
Television Commercials 3.29 3.38 3.32 3.36 3.34

Magazines 2.85 2.80 2.49 3.17 2.92
Online Videos 1.78 1.41 1.75 1.40 1.59
Social Networking Sites 1.46 1.63 1.65 1.46 1.56
Web Advertisements 2.12 1.99 2.07 2.02 2.05
Product Web sites 2.68 2.63 2.58 2.73 2.66
Product Placement 2.39 2.42 2.47 2.34 2.41

Now we want you to grade how effective health and beauty companies are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective) . Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
19
Health and Beauty: Favorite Advertisements
Television Print Online
* (Facebook &
Official Site)
* (Official Site)
(Official Site &
Pandora)
Platform Favorite
Base: Total respondents (n=300) *
Can you name some of your favorite health and beauty advertisements right now?
20
Health and Beauty: Why Ad is Favorite
Q: What is appealing about your favorite health & beauty advertisements?
The ad is funny 54%
The ad shows people like me enjoying/using the product 47%
I like the music in the ad 42%
The ad gave facts about how effective the product is 42%
The ad uses unique graphics and/or animation 30%
Completely different from any competitor's advertising 26%
The ad has a powerful message and/or uses powerful imagery 24%
There are celebrities and/or athletes that I like in the ad 21%
I was able to personally interact with the ad 17%
I feel an emotional response from the ad 10%
I don't know 15%

Think about your favorite health and beauty advertisements. What makes them your favorite?
Health and Beauty: Favorite Ad Segmentation
Q: What is appealing about your favorite health & beauty advertisements?
The ad is funny 47%
61%
The ad shows people like me enjoying or using the product 52%
43%
38%
35%
34%
28%
22%
The ad has a powerful message and/or uses powerful imagry 27%
22%
16%
10%
I don't know 15%
15%
Female Male
Think about your favorite health and beauty advertisements. What makes them your favorite?
Shoe
Companies
Group I
Shoe Companies: Platform Preferences
Q: How would you like shoe companies to communicate with you?
Magazines 57%
Newspapers 29%
At a sporting event 26%
Email 14%
Online videos 10%
Concerts, shows or movie theaters 9%
Video games 9%
Don't know 10%

Now let’s consider advertisements for shoes? How would you like shoe companies to communicate with you?
24
Shoe Companies: Platform Segmentation
Q: How would you like shoe companies to communicate with you?
81%
Magazines 69%
45%
29%
Newspapers 32%
27%
37%
25%
22%
Email 14%
14%
Online videos 8%
12%
8%
9%
Video games 2%
14%
Don't know 10%
9%
Female Male

Now let’s consider advertisements for shoes? How would you like shoe companies to communicate with you?
25
Shoe Companies: Ad Recall by Source

?
Don’t Know
Television 13.0% 29.0% 29.4% 21.8% 2.7% 4.1%
Magazines 21.0% 31.6% 22.0% 16.2% 3.8% 5.5%
Online Video 43.2% 17.1% 8.9% 1.7% 19.5% 9.6%

Newspapers 33.4% 25.9% 12.8% 7.2% 9.0% 11.7%
Video Games 44.0% 17.9% 5.5% 4.8% 18.2% 9.6%

Email 42.3% 17.4% 7.8% 6.5% 16.7% 9.2%
Live Events 37.1% 22.7% 13.1% 5.5% 13.1% 8.6%

26
Think about how shoe companies are currently advertising to you. In a given week, approximately what percentage of shoe advertisements to you remember.
Shoe Companies: Advertising Grade
FINAL Never
GRADE Seen Ad
Television Commercials 69.0% 9.8% 3.07 B‐ 3.0%
Magazines 50.7% 15.2% 2.62 C 4.7%
Online Videos 14.3% 31.1% 1.57 D 25.6%
Product Web sites 44.7% 14.3% 2.60 C 13.0%
Product Placement 36.6% 20.9 2.24 C 8.9%
Video Games 15.6% 34.1 1.44 D 25.5%
Newspapers 29.4% 26.6 1.97 D+ 11.9%
Email 17.9% 32.0 1.63 D 24.1%
Live Events 25.5% 24.8 1.95 D+ 20.1%

Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .
27
Shoe Companies: GPA Segmentation

Magazines 2.37 2.88 2.53 2.72 2.62
Online Videos 1.66 1.48 1.60 1.55 1.57
Video Games 1.69 1.11 1.43 1.44 1.44
Newspapers 1.92 2.03 1.96 1.99 1.97
Email 1.51 1.75 1.55 1.70 1.63
Live Events 2.24 1.63 1.91 1.99 1.95

Now we want you to grade how effective shoe companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective) .
28
Shoe Companies: Favorite Advertisements
Platform Favorite
Can you name some of your favorite shoe advertisements right now?
29
Shoe Companies: Why Ad is Favorite
Q: What is appealing about your favorite shoe advertisements?
The ad is funny 36%
I don't know 22%

Think about your favorite shoe advertisements. What makes them your favorite?
30
Shoe Companies: Favorite Ad Segmentation
Q: What is appealing about your favorite shoe advertisements?
38%
38%
The ad is funny 33%
39%
41%
35%
28%
28%
21%
14%
8%
I don't know 25%
20%
Female Male

Think about your favorite shoe advertisements. What makes them your favorite?
31
Dept. Stores
& Retailers
Group I
Department Stores & Retailers: Platform Preferences
Q: How would you like department stores/retailers to communicate with you?
Magazines 53%
Newspapers 43%
Email 25%
Online videos 8%
Video games 6%
Don't know 13%

Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:
33
Department Stores & Retailers: Platform Segmentation
Q: How would you like department stores/retailers to communicate with you?
66%
Magazines 64%
43%
Newspapers 50%
36%
32%
21%
Email 30%
19%
25%
10%
12%
11%
Online videos 7%
10%
Video games 2%
9%
Don't know 12%
15%

Next, we want to know what you think about how department stores and retailers advertise to you. Do you want retailers to advertise to you through:
34
Department Stores & Retailers: Ad Recall by Source

?
Don’t Know
Television 8.5% 26.6% 34.8% 21.2% 2.0% 6.8%
Magazines 18.5% 31.5% 24.3% 11.3% 6.2% 8.2%

Newspapers 20.3% 33.0% 18.6% 10.3% 7.6% 10.3%
Email 30.7% 23.1% 14.8% 5.9% 15.5% 10.0%

Think about how department stores and retailers are currently advertising to you. In a given week, approximately what percentage of department
store/retailer advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
35
Department Stores & Retailers: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 49.5% 15.7% 2.60 C 4.4%
Product Placement 33.1% 21.8% 2.18 C‐ 9.9%
Newspapers 38.2% 23.5% 2.23 C 6.5%
Email 22.9% 30.8% 1.80 D+ 17.5%

Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
36
Department Stores & Retailers: GPA Segmentation

Magazines 2.31 2.89 2.41 2.79 2.60
Newspapers 2.11 2.36 2.10 2.37 2.23
Email 1.67 1.98 1.65 1.94 1.80

Now we want you to grade how effective department stores and retailers are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective). Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
37
Department Stores & Retailer: Favorite Advertisement
* * * *
(Newspaper,
Direct Mail &
Email)
(Magazines &
Direct Mail)
(Social Networking)
Base: Total respondents (n=300) * Platform Favorite

Can you name some of your favorite department store advertisements right now?
38
Department Stores & Retailers: Why Ad is Favorite
Q: What is appealing about your favorite department store/retailer advertisements?
The ad is funny 38%
I don't know 28%

Think about your favorite department store or retailer advertisements. What makes them your favorite?
39
Department Stores & Retailers: Favorite Ad Segmentation
Q: What is appealing about your favorite department store/retailer advertisements?
34%
The ad is funny 34%
40%
32%
30%
27%
19%
16%
13%
14%
8%
I don't know 25%
29%
Female Male

Think about your favorite department store or retailer advertisements. What makes them your favorite?
40
Apparel
Brands
Group I
Apparel Brands: Platform Preferences
Q: How would you like apparel companies to communicate with you?
Magazines 56%
Newspapers 36%
Email 23%
Online videos 10%
Video games 10%
Don't know 14%

Lastly, let’s talk about apparel. How would you like apparel companies to advertise to you?
42
Apparel Brands: Platform Segmentation
Q: How would you like apparel companies to communicate with you?
71%
Magazines 64%
48%
38%
Newspapers 40%
33%
30%
24%
Email 29%
18%
18%
12%
Online videos 10%
10%
10%
Video games 6%
13%
Don't know 13%
16%
Female Male
Lastly, let’s talk about apparel. How would you like apparel companies to advertise to you?
43
Apparel Brands: Ad Recall by Source

?
Don’t Know
Television 7.9% 26.7% 29.1% 26.4% 2.4% 7.5%
Magazines 16.6% 26.9% 29.3% 13.8% 4.5% 9.0%

Online Video 34.8% 20.3% 9.3% 3.1% 19.0% 13.4%
Video Games 34.7% 18.9% 8.9% 2.4% 23.4% 11.7%
Newspapers 23.2% 29.4% 19.0% 7.3% 8.0% 13.1%
Email 32.2% 22.1% 13.5% 6.2% 14.2% 11.8%

Think about how apparel companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements to you
remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
44
Apparel Brands: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 54.9 13.2% 2.71 C 4.5%
Online Videos 18.5% 32.9% 1.63 D 20.2%
Video Games 13.8% 35.2% 1.40 D 23.4%
Newspapers 37.5% 20.8% 2.28 C 7.5%
Email 25.2% 31.0% 1.85 D+ 14.8%

Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
45
Apparel Brands: GPA Segmentation

Magazines 2.41 3.04 2.59 2.84 2.71
Online Videos 1.63 1.64 1.63 1.63 1.63
Video Games 1.50 1.27 1.32 1.47 1.40
Newspapers 2.17 2.39 2.21 2.35 2.28
Email 1.59 2.09 1.79 1.90 1.85

Now we want you to grade how effective apparel companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
46
Apparel Brands: Favorite Advertisements
* *
Platform Favorite
Can you name some of your favorite apparel advertisements right now?
47
Apparel Brands: Why Ad is Favorite
Q: What is appealing about your favorite apparel advertisements?
The ad is funny 41%
I don't know 27%

Think about your favorite apparel advertisements. What makes them your favorite?
48
Apparel Brands: Favorite Ad Segmentation
Q: What is appealing about your favorite apparel advertisements?
39%
The ad is funny 37%
44%
33%
31%
23%
20%
22%
19%
16%
8%
I don't know 32%
23%
Female Male
Think about your favorite apparel advertisements. What makes them your favorite?
49
Cell Phone
Providers
Group II
Cell Phone Providers: Platform Preferences
Q: How would you like cell phone providers to advertise to you?
Magazines 58%
Radio 43%
Newspapers 41%
Email 27%
Online videos 18%
Video games 8%
Text messaging 8%
Don't know 10%

Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?
Cell Phone Providers: Platform Segmentation
Q: How would you like cell phone providers to advertise to you?
66%
Magazines 66%
49%
51%
Radio 45%
42%
Newspapers 45%
38%
30%
27%
Email 28%
27%
27%
24%
Online videos 19%
17%
12%
Video games 5%
10%
Text messaging 9%
6%
Don't know 11%
10%
Female Male

Thinking about your favorite cell phone companies (ex. AT&T, Blackberry, Verizon, Motorola). How would you like them to advertise to you?
Cell Phone Providers: Ad Recall by Source

?
Don’t Know
Television 8.1% 27.7% 30.4% 27.0% 1.0% 5.7%
Magazines 26.6% 30.4% 17.4% 7.8% 6.5% 11.3%

Online Video 33.4% 24.6% 10.9% 4.4% 17.1% 9.6%
Newspapers 35.6% 28.1% 13.6% 5.1% 7.8% 9.8%
Radio 27.8% 30.2% 21.7% 8.5% 4.4% 7.5%
Live Events 32.2% 25.4% 11.5% 6.1% 12.9% 11.9%
Text Messaging 42.8% 15.2% 8.4% 3.7% 20.5% 9.4%
Video Games 41.5% 17.0% 7.1% 4.8% 19.0% 10.5%
Think about how cell phone companies are currently advertising to you. In a given week, approximately what percentage of apparel advertisements to
you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
53
Cell Phone Providers: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 36.5% 20.3% 2.30 C 11.1%
Online Videos 21.7% 20.7% 1.97 D+ 29.8%
Social Networking Sites 16.2% 24.6% 1.81 D+ 25.3%
Product Web Sites 50.5% 13.2% 2.67 C 9.8%
Newspapers 25.8% 22.4% 2.04 C‐ 17.3%
Radio 36.0% 22.6% 2.19 C‐ 9.9%
Live Events 23.0% 22.6% 1.94 D+ 21.3%
Text Messaging 14.9% 31.4% 1.45 D 32.1%
Video Games 12.4% 26.6% 1.46 D 35.2%

Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Cell Phone Providers: GPA Segmentation

Magazines 2.30 2.30 2.08 2.49 2.30
Online Videos 2.01 1.94 1.84 2.12 1.97
Product Web Sites 2.74 2.60 2.45 2.89 2.67
Newspapers 2.01 2.06 1.85 2.21 2.04
Radio 2.34 2.03 1.93 2.43 2.19
Live Events 1.96 1.93 1.89 2.01 1.94
Text Messaging 1.47 1.43 1.24 1.70 1.45
Video Games 1.64 1.31 1.47 1.45 1.46

Now we want you to grade how effective cell phone companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Cell Phone Providers: Favorite Advertisements
Television Print/Radio Online
*
(Dead Zone & The
Network)
(Rollover Minutes) (Newspapers, Magazines)
(Chad & Friends)
(Radio)
(Apps)
(Fave 5)
(Radio)
(Storm) (Newspapers, Magazines)
Platform Favorite
Can you name some of your favorite cell phone advertisements right now?
56
Cell Phones: Why Ad is Favorite
Q: What is appealing about your favorite cell phone advertisements?
The ad is funny 60%
I don't know 19%

Think about your favorite cell phone advertisements. What makes them your favorite?
Cell Phones: Favorite Ad Segmentation
Q: What is appealing about your favorite cell phone advertisements?
The ad is funny 62%
58%
32%
30%
27%
23%
27%
21%
15%
9%
6%
I don't know 18%
20%
Female Male

Think about your favorite cell phone advertisements. What makes them your favorite?
Consumer
Electronics
Group II
Consumer Electronics: Platform Preferences
Q: How would you like consumer electronics companies to advertise to you?
Magazines 46%
Radio 37%
Newspapers 31%
Email 19%
Online videos 16%
Video games 15%
Text messaging 6%
Don't know 15%

Let’s consider advertisements for electronics. How would you like electronics companies to communicate with you?
Consumer Electronics: Platform Segmentation
Q: How would you like consumer electronics companies to advertise to you?
70%
Magazines 53%
38%
45%
Radio 37%
36%
Newspapers 35%
26%
24%
22%
Email 17%
20%
20%
17%
Online videos 17%
15%
Video games 10%
20%
13%
Text messaging 9%
3%
Don't know 17%
13%
Female Male
Let’s consider advertisements for electronics. How would you like electronics companies to communicate with you?
Consumer Electronics: Ad Recall by Source

?
Don’t Know
Television 10.5% 24.7% 31.9% 21.0% 3.1% 8.8%
Magazines 20.5% 32.1% 19.5% 7.5% 8.2% 12.3%

Online Video 23.8% 22.1% 12.6% 4.4% 23.5% 13.6%
Newspapers 25.3% 25.0% 14.7% 6.5% 13.4% 15.1%
Radio 22.5% 29.4% 20.5% 5.5% 10.2% 11.9%
Live Events 24.4% 21.4% 15.3% 4.4% 19.0% 15.6%
Text Messaging 33.3% 12.6% 7.5% 3.4% 29.3% 13.9%
Video Games 25.9% 18.4% 9.9% 7.1% 25.5% 13.3%
Think about how consumer electronics companies are currently advertising to you. In a given week, approximately what percentage of apparel
advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
62
Consumer Electronics: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 38.2% 16.7% 2.35 C 9.6%
Online Videos 21.7% 21.4% 1.94 D+ 23.7%
Product Web Sites 45.2% 14.7% 2.56 D 14.0%
Newspapers 25.8% 22.7% 2.01 C‐ 15.6%
Radio 30.6% 23.5% 2.07 C‐ 10.5%
Live Events 19.3% 19.3% 1.97 D+ 23.6%
Text Messaging 9.1% 29.1% 1.31 D 32.1%
Video Games 17.3% 24.7% 1.66 D 29.8%

Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Consumer Electronics: GPA Segmentation

Magazines 2.40 2.38 2.12 2.57 2.35
Online Videos 1.90 1.98 1.93 1.96 1.94
Newspapers 1.90 2.12 1.87 2.15 2.01
Radio 1.95 2.18 1.90 2.22 2.07
Live Events 1.97 1.97 1.92 2.02 1.97
Text Messaging 1.13 1.45 1.13 1.50 1.31
Video Games 1.81 1.52 1.70 1.61 1.66

Now we want you to grade how effective electronics companies are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Consumer Electronics: Favorite Advertisements
*
(IPod Touch)
(Mac vs. PC)
(Magazine & Radio)
(No Clear Trends)
Platform Favorite
Can you name some of your favorite consumer electronics advertisements right now?
65
Consumer Electronics: Why Ad is Favorite
Q: What is appealing about your favorite consumer electronics advertisements?
The ad is funny 42%
I don't know 31%

Think about your favorite consumer electronics advertisements. What makes them your favorite?
Consumer Electronics: Favorite Ad Segmentation
Q: What is appealing about your favorite consumer electronics advertisements?
The ad is funny 41%
44%
34%
30%
30%
26%
22%
16%
12%
11%
7%
I don't know 29%
33%
Female Male

Think about your favorite consumer electronics advertisements. What makes them your favorite?
Food & Snacks
Group II
Food & Snacks: Platform Preferences
Q: How would you like food & snacks companies to advertise to you?
Magazines 51%
Radio 39%
Newspapers 35%
Online videos 15%
Email 14%
Video games 10%
Text messaging 5%
Don't know 14%

Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:
Food & Snacks: Platform Segmentation
Q: How would you like food & snacks companies to advertise to you?
77%
Magazines 58%
45%
Radio 45%
32%
29%
Newspapers 41%
28%
33%
30%
24%
13%
Online videos 15%
14%
Email 18%
10%
10%
Video games 7%
14%
Text messaging 8%
3%
Don't know 14%
14%
Female Male
Now we want to know what you think about how food and snack food companies advertise to you. Would you like them to advertise through:
Food & Snacks: Ad Recall by Source

?
Don’t Know
Television 5.2% 22.7% 31.3% 32.3% 1.7% 6.9%
Magazines 15.2% 35.9% 23.4% 8.6% 6.2% 10.7%
Online Video 29.0% 20.0% 11.0% 3.8% 22.1% 14.1%
Newspapers 22.8% 27.0% 17.6% 6.9% 12.1% 13.5%
Radio 19.3% 31.7% 20.7% 6.6% 10.3% 11.4%
Live Events 21.8% 24.8% 15.6% 7.5% 15.0% 15.3%
Video Games 29.5% 16.8% 10.3% 2.4% 27.4% 13.7%

Think about how food and snack food companies are currently advertising to you. In a given week, approximately what percentage of apparel
advertisements to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
71
Food & Snacks: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 44.4% 13.7% 2.50 C 7.5%
Online Videos 15.5% 24.7% 1.72 D 25.8%
Web Advertisements 23.7% 26.1% 1.91 D+ 16.5%
Newspapers 30.6% 20.7% 2.16 C‐ 13.9%
Radio 38.6% 23.2% 2.26 C 8.5%
Live Events 30.0% 17.4% 2.23 C 17.4%
Video Games 13.7% 26.4% 1.54 D 31.8%

Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective).
Food & Snacks: GPA Segmentation

Magazines 2.52 2.49 2.30 2.69 2.50
Online Videos 1.68 1.75 1.64 1.80 1.72
Newspapers 2.07 2.24 1.82 2.48 2.16
Radio 2.22 2.31 2.07 2.46 2.26
Live Events 2.27 2.20 2.25 2.22 2.23
Video Games 1.41 1.66 1.48 1.62 1.54

Now we want you to grade how effective food and snack food companies are at reaching you. For each method, give a grade (A=very effective, F=very
ineffective).
Food & Snacks: Favorite Advertisements
(No Clear Trends) (No Clear Trends)
Base: Total respondents (n=300) * Platform Favorite

Can you name some of your favorite food and snack food advertisements right now?
74
Food & Snacks: Why Ad is Favorite
Q: What is appealing about your favorite food and snacks advertisements?
The ad is funny 61%
I don't know 20%

Think about your favorite food and snack food advertisements. What makes them your favorite?
Food & Snacks: Favorite Ad Segmentation
Q: What is appealing about your favorite food and snacks advertisements?
The ad is funny 58%
63%
39%
30%
28%
23%
16%
13%
17%
9%
10%
I don't know 18%
22%
Female Male

Think about your favorite food and snack food advertisements. What makes them your favorite?
Quick Serve
Restaurants
Group II
Quick Serve Restaurants: Platform Preferences
Q: How would you like quick serve restaurants to advertise to you?
Radio 43%
Magazines 39%
Newspapers 29%
Online videos 13%
Email 13%
Video games 10%
Text messaging 6%
Don't know 16%

Lastly, let’s talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?
Quick Serve Restaurants: Platform Segmentation
Q: How would you like quick serve restaurants to advertise to you?
73%
Radio 47%
38%
Magazines 44%
34%
Newspapers 36%
22%
24%
18%
26%
22%
15%
11%
Online videos like YouTube 12%
15%
Email 17%
10%
Video games 6%
15%
Text messaging 9%
2%
Don't know 14%
17%
Female Male
Lastly, let’s talk about quick serve restaurants (such as McDonalds, Burger King, Taco Bell). How would you like them to advertise to you?
Quick Service Restaurants: Ad Recall by Source

?
Don’t Know
Television 5.2% 17.2% 34.5% 35.5% 2.1% 5.5%
Magazines 18.6% 31.0% 21.7% 6.9% 11.0% 10.7%

Online Video 26.5% 19.2% 12.2% 3.5% 25.8% 12.9%
Newspapers 21.2% 23.6% 18.5% 6.5% 16.8% 13.4%
Radio 17.5% 25.3% 30.2% 12.3% 6.7% 8.1%
Live Events 22.9% 21.2% 17.0% 10.1% 15.6% 13.2%
Video Games 28.1% 13.9% 9.4% 3.5% 31.6% 13.5%

Think about how quick service restaurants are currently advertising to you. In a given week, approximately what percentage of apparel advertisements
to you remember. Note: Numbers are rounded up/down to nearest .10. Total answers do not always equal 100%.
80
Quick Serve Restaurants: Advertising Grade
FINAL Never
GRADE Seen Ad
Magazines 34.7% 21.0% 2.23 C 11.7%
Online Videos 17.4% 26.4% 1.70 D 25.3%
Newspapers 29.4% 20.4% 2.12 C‐ 15.2%
Radio 47.0% 16.0% 2.56 C 8.7%
Live Events 29.5% 16.7% 2.25 C 19.1%
Video Games 12.5% 24.3% 1.52 D 33.3%

Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Quick Serve Restaurants: Grade Segmentation

Magazines 2.12 2.33 2.08 2.38 2.23
Online Videos 1.64 1.76 1.70 1.70 1.70
Newspapers 1.91 2.30 1.93 2.31 2.12
Radio 2.65 2.47 2.41 2.70 2.56
Live Events 2.26 2.24 2.26 2.24 2.25
Video Games 1.64 1.42 1.65 1.36 1.52

Now we want you to grade how effective quick serve restaurants are at reaching you. For each method, give a grade (A=very effective, F=very ineffective).
Quick Serve Restaurants: Favorite Advertisements
*
(Radio & Magazine)
(No Clear Trends)
(Radio)
Platform Favorite
Can you name some of your favorite quick service advertisements right now?
83
Quick Serve Restaurants: Why Ad is Favorite
Q: What is appealing about your favorite quick serve restaurant advertisements?
The ad is funny 59%
I don't know 21%

Think about your favorite quick serve restaurant advertisements. What makes them your favorite?
Quick Serve Restaurants: Favorite Ad Segmentation
Q: What is appealing about your favorite quick serve restaurant advertisements?
The ad is funny 58%
60%
37%
35%
23%
25%
17%
18%
13%
8%
8%
I don't know 23%
19%
Female Male
Think about your favorite quick serve restaurant advertisements. What makes them your favorite?
Demographics
Participant Demographics: Gender
Group I: H&B, Shoes, Dept.
Store & Retail, Apparel
(n=300)
Total
(n=600)
49% 51%
Male Female
50% 50%
Male Female
Group II: Cell Phones, Electronics,
Food & Snacks, QSR’s
(n=300)
52% 48%
Male Female

87
Participant Demographics: Hometown Population
Group I: H&B, Shoes, Dept.
Store & Retail, Apparel
(n=299)
Total
(n=598)
33%
67%
Large/
Small
Suburb
City/
36% Rural
Large City or
64% Suburb
Small City
or Rural Group II: Cell Phones, Electronics,
Food & Snacks, QSR’s
(n=299)
38%
62% Large/
Small Suburb
City/
Rural

88
Participant Demographics: Age & Ethnicity
Ethnicity Total GI* GII**
(n=600) (n=303) (n=297)
White/Caucasian 76% 78% 73%

Black/African American 12% 12% 11%
Hispanic 5% 3% 8%
Asian 2% 1% 3%
American Indian/Alaskan Native 2% 2% 2%
Other 2% 2% 1%
Prefer not to answer 1% 1% 1%
Age Total GI* GII**

(n=600) (n=300) (n=300)
13 to 15 50% 49% 51%

16 to 18 50% 52% 48%
* Group 1: H&B, Shoes, Dept. Stores & Retailers, Apparel
** Group II: Cell Phones, Electronics, Food & Snacks, QSR’s
Base: Total respondents
89

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Teen Advertising Study

Internet 16% 38% 45%

TV 19% 48% 32%

Video Games 14% 28% 28% 29%

Email 8% 27% 37% 26%

Radio 9% 37% 31% 22%

Online Video 15% 32% 33% 18%

Social Networking 25% 25% 30% 17%

Magazines 22% 43% 25% 9%

Live Concerts 40% 38% 11% 7%

Live Sporting Events 39% 35% 16% 6%

Base: Total respondents (n=598)

Sponsoring Live Events 4.3

Radio Ads 4.0

Print Ads 4.0

Online Ads 3.4

Social Networking 3.1

Video Games 2.8

Text Messages 2.4

Base: Total respondents (n=598)

Strongly Somewhat Neither Somewhat Strongly Agree

Base: Total respondents (n=598)

Strongly Somewhat Neither Somewhat Strongly Agree

Base: Total respondents (n=598)

Social Networking D D Radio 30% 29% 23% 8%

Web Ads C‐ C‐ Web Ads 33% 31% 18% 8%

Official Web Sites C C Newspapers 37% 28% 17% 7%

Apparel 2.14 C‐ Apparel 37% 25% 18% 9%

Group II Dept. Stores & Retailers 35% 27% 20% 9%

Cell Phones Consumer Electronics Food & Snacks Quick Service Restaurants

Health & Beauty Cell Phones

Good Music 3 2 3 3 Facts & Figures 3 5 6 5

Base: Total respondents (n=302)

None < Half >Half Most Never Seen

Base: Total respondents (n=297)

Base: Total respondents (n=299)

Subject 13 to 15 16 to 18 Male Female Average

Television Commercials 3.29 3.38 3.32 3.36 3.34

Base: Total respondents (n=299)

Base: Total respondents (n=291)

Base: Total respondents (n=292)

Base: Total respondents (n=292)

None < Half >Half Most Never Seen

Social Networking 42.7% 16.9% 6.4% 3.4% 18.3% 12.2%

Newspapers 33.4% 25.9% 12.8% 7.2% 9.0% 11.7%

Video Games 44.0% 17.9% 5.5% 4.8% 18.2% 9.6%

Base: Total respondents (n=293)

Base: Total respondents (n=299)

Subject 13 to 15 14 to 16 Male Female Average

Television Commercials 3.10 3.04 3.09 3.05 3.07

Base: Total respondents (n=299)

Base: Total respondents (n=290)

Base: Total respondents (n=290)

Base: Total respondents (n=298)

Base: Total respondents (n=298)

None < Half >Half Most Never Seen

Magazines 18.5% 31.5% 24.3% 11.3% 6.2% 8.2%

Base: Total respondents (n=293)

Base: Total respondents (n=293)

Subject 13 to 15 16 to 18 Male Female Average

Television Commercials 3.07 3.26 3.09 3.24 3.16

Base: Total respondents (n=293)

Base: Total respondents (n=300) * Platform Favorite