It’s a generation thing
A interesting post appeared on the BBC dot.life blog yesterday afternoon outlining the results of a recent panel discussion held by the Centre for The Study of Financial Innovation. This city think tank got together a panel of teenagers to try and delve a little deeper into the media habits of ‘Generation Y’.
The part of the discussion that really interested me was the teenagers’ response to TV advertising vs. online advertising. The media nowadays is full of talk about ‘the death of TV advertising’ and increasingly, as is the case for new jeans Gap jeans campaign [see earlier post], companies are pulling their TV advertising altogether to focus their budget on what they see as the more lucrative realm of online advertising. This comes as we are told that more and more people are consuming their media online both on illegal sites and on sites such as BBC i-Player. And yet according to this recent event ‘television seemed to have an enduring appeal for the teenagers.’ Moreover ‘television advertising seemed to be viewed with a degree of enthusiasm – in stark contrast to web ads.’ I know this study is by no means conclusive and is merely the opinion of a few ‘representatives’ of Generation Y but it does make you think…
Personally I would agree with the above opinions. At 23, while I do watch a certain amount of TV online this does not mean that I watch any less TV. In fact, most of the time I watch programmes online only if I have missed them on TV. Equally I would say that I am much more open to TV adverts than I am to online adverts – online adverts totally pass me by, they are on the periphery of what I am looking at so rarely do they earn my focus.
So what is the answer for advertisers? Advertising on TV or online? It would be interesting to learn some of my colleagues’ opinions on what works better for them. Can the answer really be a generational thing?
Tags: advertising, BBC blog, dot.life, generation y, Media
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Comments (1)
September 4th, 2009 at 8:57 am Posted by Ged Carroll
The criticism of the Bletchley Park stories is a bit petty. Alan Turing was as influential as Einstein and a great role model for UK geeks in waiting. Why not do everything that we can to celebrate his innovation?
Kids need tech heroes and Bill Gates doesn’t really cut it.
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