Teens & Advertising

Goals

Provide more context on the type of advertising that resonates with teens, specifically around commercials.

Early Findings

Teens Commercial Preferences

  • Many teens are watching commercials on digital platforms, instead of traditional TV. For example, "YouTube is the second most-preferred platform for watching video on TV screens among 18 to 34 year olds, after Netflix."
  • Teens also view commercials on music sites like Pandora.
  • Commercials that are emotional and/or humorous resonate best with teens.
  • However, teens are still watching television, with 95% watching more than 20 hours per week.

Teen Marketing Best Practices

  • The most important practice when marketing to teens is to ensure that the content is specifically relevant to teens, including with the latest trends.
  • Teens are most likely to connect with content that they can communicate with, i.e. content that asks for their opinions, feedback, or encourages them to share with friends.
  • When marketing to teens, companies should be aware that the preferences of teenagers change quickly, and as such the advertising copy will need to be continuously updated to stay relevant.
  • Most teens are watching video content on their smartphones.
  • Other avenues to engage with teens include movie theaters and video games.

Proposed next steps:

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