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| MEN 18-34 HAVE NOT DITCHED TRADITIONAL MEDIA: |
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80% WOULD RATHER GIVE UP VIDEOGAMES THAN TV FOR A MONTH -- NATIONAL SURVEY FOR MAXIM AND CARAT USA
Young Men Prefer Product Placements Instead of Commercials And Pop-Ups Instead of Paid Content
New York, NY (July 26, 2004) - How much do men love TV? When given a choice of giving up their TV or videogames for a month, 80% can do without their game consoles, according to a national research study of men aged 18-34. The report - "Media Animals: Young Men's Usage of And Attitudes Toward Media" -- was conducted from May 24 through June 6 for Maxim magazine and Carat USA by Peter D. Hart Research Associates.
These new research numbers bear out that young men are still very much in the traditional media game:
* Seven in 10 men (69%) said a TV commercial would be their first choice in getting their attention for a new gadget, followed by a magazine ad (21%) and a radio commercial (17%). Newspaper ads, an e-mail sent to their personal accounts, and Web site banner ads received 9% each, with text messages and instant messages barely registering at 1% each.
* Nearly one-third of the respondents (31%) spend at least 11 hours per week listening to the radio. A near-equal proportion (28%) spends this amount of time watching network or cable television.
* A plurality of men (45%) would turn to TV first for sports information, and one in three (32%) say that it is their first source for information about music, entertainment, and celebrities, following closely behind the Internet (38%).
* More than half (56%) consider network TV advertising to be a major source of staying informed, followed closely by cable TV ads (43%), radio ads (43%), newspaper ads (38%), and magazine ads (34%).
In another striking discovery, the majority of men aged 18-34 would take pop-ups and banners over paid content, and product placements over commercials: by a two-to-one margin, men say that they would prefer a free Web site that has many pop-up and banner ads (61%) to an ad-free Web site for which they would have to pay to view the content (33%). By the same margin, respondents prefer a television show that has multiple product placements and no commercial breaks (66%) to one with multiple commercial breaks but no product placements (30%).
Men make it loud and clear what they want their product advertisements to look like: two-thirds (67%) insist there has to be a prominently displayed picture of the product, with an in-depth description of the product (65%). There is far less preference for multiple-page ads (29%).
METHODOLOGY:
From May 24 through June 6, 2004, Peter D. Hart Research Associates conducted a nationwide survey on behalf of Maxim magazine and Carat USA. Two samples were included in this survey: 501 18- to 34-year-old men and 509 18- to 34-year-old male subscribers to Maxim. Respondents for the national sample were culled from a census-based list of 18- to 34-year-olds, and the Maxim sample was drawn from Maxim's subscriber lists. Maxim subscribers were not told that the survey was being conducted on behalf of the magazine. Each sample carries a margin of error of ±4.4% for the full sample, with higher margins of error for subgroups.
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Dennis Publishing, Inc. is a media company that publishes the two most successful modern men's lifestyle magazines in America - Maxim (2.5 million rate base) and Stuff (1.3 million rate base) - along with general interest music magazine Blender (Advertising Age's Launch of the Year), and The Week, a compilation of the week's most important domestic and international news. Maxim, Stuff, Blender and The Week are registered trademarks of Felix Dennis.
Carat North America is a leading media services company with over $4.5 billion in media billings. Carat provides a full range of services including media research, planning and buying; interactive; business to business; multicultural; direct response; speaker placement; event management; market mix modeling; and corporate trade and works with many market-leading companies. For more information please visit the company's Website, www.carat-na.com.
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