Youth Media Consumption Insights (Ages 13

Transcription

VTSF MEDIA
INSIGHTS STUDY
JUNE 2004
Look-Look, Inc.
TABLE OF CONTENTS
•
•
•
•
•
•
Methodology
Sample
Objectives
Key Insights
Overall Findings
– Television
– Movies
– Internet
– Music/Radio
– Out-of-Home
– Word-of-Mouth/Street Team
– Magazines
– Sponsorships/Promotions
– Cross-Channel Comparisons
Appendices
– Appendix A: Survey Questions
– Appendix B: Quantified Data
3
4
5
6
8
9
14
17
20
26
28
30
32
34
36
37
50
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METHODOLOGY
•
Look-Look fielded a proprietary online questionnaire to 400 pre-qualified
respondents (males and females, age 13-17) within the Look-Look
network.
•
Breakouts include gender; age (13-15, 16-17); region (Central, Tidewater,
North, and Southwest); and ethnicity (African American, Anglo American,
and Other).
(Note: All answers cited in this report are literal and have not been altered. No corrections in
grammar, spelling, punctuation, etc. have been made in order to retain authenticity of
responses.)
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SAMPLE
In order to accurately reflect the target consumer, Look-Look surveyed a
representative number of respondents across gender, age group, ethnicity,
and region.
Gender
Female
Male
Total
#
237
163
400
%
59%
41%
100%
13-15
16-17
Total
#
157
243
400
%
39%
61%
100%
Ethnicity
African American
Anglo American
Other
Total
#
23
307
70
400
%
6%
77%
18%
100%
Region
Central
Tidewater
North
Southwest
Total
#
85
135
93
87
400
%
21%
34%
23%
22%
100%
Age
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OBJECTIVES
•
To develop a deeper understanding of the media consumption habits of
the target consumer, including key insights into their television, movie,
music, magazine, and general advertising preferences.
•
To deliver actionable implications for media spending and placement
that leverage the target consumer's specific preferences across and
within various media channels.
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KEY INSIGHTS
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KEY INSIGHTS
•
Respondents pay attention to a mix of both traditional and non-traditional types of
advertisements. There are three clear cut winners as to the types of media channels
that are the most effective within, and relevant to, this respondent group:
– Word-of-mouth
– Ads before the movies (in theaters)
– TV commercials
Types of advertising that are not at all appealing to this respondent group include,
most predominantly, internet advertising, as well as radio and street team
advertising.
•
Comedy is an extremely popular form of entertainment for this respondent group. 83%
of respondents list comedy as the type of programming that they watch the most. Out
of the top seven television shows that emerged as their favorites, four were comedies
(Chappelle Show, Friends, Simpsons, and South Park). Comedy Central placed
second only to MTV as the network that respondents watch most often. Disney and
Nickelodeon also landed in respondents' top five list of most popular networks, and
each offers a comedy-heavy schedule.
•
Despite the charges of music piracy that are being advertised of late, this respondent
group is most likely to acquire music by buying CDs. It is interesting to note that
respondents are more likely to buy the original CD than they are to burn it, or to
download it off the Internet. (Burning is the second most popular form of acquiring
music, while downloading falls into third place.)
•
Music is an important part of these respondents' lives, and many get their fix from
music television. Music is named the third most popular type of television
programming, and MTV, while being the most popular music television station, is not
the only one worth mentioning. Nearly half of respondents (47%) report tuning into
VH1, and another 33% watch MTV2.
•
This young respondent group is unlikely to have extensive first-hand experience with
street teams, and consequently appears to be weary of the idea. Word-of-mouth
advertising, however, ranks as the number one type of advertisement that they pay
attention to. Respondents are more aware of, and likely to adopt a message when it is
coming from a trusted member of their peer group, rather then from a stranger on
the street.
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OVERALL FINDINGS
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TELEVISION
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TELEVISION
POPULARITY:
Graph A1: Advertising Awareness
Across Age Groups
97.0% of respondents watch television. While there is
little discrepancy in the popularity of television
across breakouts, it should be noted that slightly
smaller numbers were reported in Central and
Southwest Virginia, 95% and 94%, respectively.
49%
13-15
16-17
43%
35%
29%
14%
11%
6%
ADVERTISING AWARENESS:
2%
Of those respondents who watch television, 40% pay
attention to television commercials most of the time
or always. Respondents across genders have a
similar awareness of television commercials. Older
respondents are nearly 10% more likely than
younger respondents to pay attention to
commercials most of the time or always (See Graph
A1). African American respondents have the highest
awareness among ethnicities, and respondents in
the Southwest region are more likely than the other
three regions to pay attention to commercials most
of the time or always.
9%
1%
Never
Hardly Ever Sometimes Most of the
Time
Always
Graph A2: Overall Weekday Viewing Hours
6am-9am
10am-12pm
23%
11%
1pm-4pm
32%
5pm-7pm
59%
8pm-10pm
68%
After 11pm
24%
VIEWING HOURS:
WEEKDAY - The majority of respondents watch
weekday television between 5pm and 11pm, with a
greater tendency to watch television during
primetime hours, 8pm-10pm. Respondents are least
likely to watch weekday television between the
hours of 10am and 12pm (See Graph A2). Male
respondents are slightly more likely than female
respondents to diversify their weekday television
viewing hours among several time periods
throughout the day and evening. Younger
respondents, age 13-15, are more likely to watch
television at earlier times in the day, specifically
6am-9pm, while older respondents, age 16-17, are
more likely to watch television in the evening, 8pm
and later (See Graph A3).
Graph A3: Weekday Viewing Hours Across Age
Groups
10am-12pm
13-15
16-17
25%
22%
6am-9am
14%
9%
32%
1pm-4pm
33%
64%
5pm-7pm
55%
64%
8pm-10pm
After 11pm
70%
19%
28%
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TELEVISION
VIEWING HOURS continued:
WEEKDAY continued - There are few discrepancies
across ethnic breakouts, though African American
respondents are more likely than any other ethnic
group to watch television during primetime hours,
8pm-10pm (See Graph A4). Across regional
breakouts, the only notable difference is that
respondents in Central Virginia are nearly 10% more
likely than any other region to watch weekday
television after 11pm.
Graph A4: Weekday Viewing Hours Across
Ethnicities
African American
Anglo American
Other
78%
71%
66%
8pm-10pm
WEEKEND - Overall, television viewing appears to
increase during the weekends, as compared to the
weekdays (See Graph A5). The majority of
respondents watch weekend television during
primetime and late night hours, though over 40% of
respondents also watch weekend television between
10am and 7pm. Male respondents are more likely to
watch weekend television later in the day and
evening, specifically 5pm and later, while female
respondents are more likely to watch weekend
television earlier in the day, between 10am and 4pm.
Younger respondents, age 13-15, are more likely to
watch weekend television early in the morning,
throughout the day, and during primetime hours,
while older respondents, age 16-17, are more likely
to watch television late in the evening, after 11pm. In
terms of ethnicity, African American respondents
are watching more TV than other groups, and are
more likely than Anglo American or Other
respondents to watch weekend television between
10am and 12pm, 5pm and 7pm, and after 11pm.
While there are few notable differences across
regions, one stand-out discrepancy can be seen
during primetime viewing hours, where
respondents in Southwest Virginia are over 15%
more likely to be watching TV than respondents in
the other three regions (See Graph A6).
Graph A5: Weekdays vs. Weekends
28%
25%
6am-9am
Weekdays
Weekends
11%
10am-12pm
43%
32%
1pm-4pm
43%
59%
5pm-7pm
47%
68%
8pm-10pm
59%
24%
after 11pm
50%
Graph A6: Weekend Viewing Hours Across
Regions
Central
North
Southwest
Tidewater
73%
53%
56%
56%
8pm-10pm
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TELEVISION
NETWORK PREFERENCE:
Although MTV is ranked as the television network
most watched by respondents, Comedy Central,
Disney, FOX, and Nickelodeon are also ranked
among respondents' top five. Male respondents are
more likely to watch Comedy Central, while female
respondents are more likely to watch MTV, Disney,
and Nickelodeon. FOX is equally popular across
gender (See Graph A7). Older respondents, age 1617, are more likely to watch MTV and Comedy
Central, while younger respondents, age 13-15, are
more likely to watch Disney, FOX, and Nickelodeon.
Although all five networks have similar rankings
across ethnicity, FOX is noticeably more popular
among African American respondents. Network
preference is relatively similar across region,
though respondents in the Northern Virginia region
appear to prefer slightly more adult networks such
as MTV, Comedy Central and FOX, over networks
targeted at a younger audience, such as Disney and
Nickelodeon (See Graph A8).
Graph A7: Network Preferences Across
Gender
Males
Females
56%
56%
41%
56%
42%
41%
42%
42%
37%
32%
MTV
Comedy
Central
Disney
Fox
Nickelodeon
Graph A8: Network Preferences Across Regions
59%
64%
59%
52%
48%
44%
44%
45% 47%
48% 50%
48%
41%
37%
MTV
85%
Central
North
Southwest
Tidewater
Comedy Central
Disney
46% 44%
41%
35% 32%
Fox
29%
Nickelodeon
Graph A9: Programming Preferences Across
Gender
Males
Females
82%
67%
70%
PROGRAMMING PREFERENCE:
61%
Comedic television programming is the most
popular type of programming among respondents.
Movies and music are also extremely popular types
of programming among respondents. Although
drama and reality programming are less popular
than the three previously mentioned, they are still
ranked among the Top Five types of television
programming. Male respondents are more likely to
watch comedic television programming, while
female respondents are more likely to watch all
other four of the top five types of programming;
movies, music, drama, and reality (See Graph A9).
51%
43%
35%
27%
Comedy
Movies
Music
Drama
26%
Reality
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TELEVISION
PROGRAMMING PREFERENCE continued:
Older respondents, age 16-17, are more likely than
younger respondents, age 13-15, to express an
interest in each of the Top Five types of television
programming. Interest in music and dramatic
programming increases most dramatically when
comparing younger and older respondents (See
Graph A10). While Anglo American and Other
respondents share similar programming
preferences, African American respondents are
more likely than either group to watch reality based,
dramatic and music programming, and less likely to
watch movies (on television). Television
programming preferences are relatively similar
among all regions, with the exception of
respondents in the Northern Virginia region, who
are slightly more likely to watch comedic
programming.
Graph A10: Programming Preferences Across
Age Groups
82%
83%
13-15
16-17
71%
66%
63%
49%
42%
29%
Comedy
Movies
Music
Drama
31%
32%
Reality
TOP THREE FAVORITE SHOWS:
Overall, respondents consistently named the
following shows in their Top Three lists:
– Chappelle Show (skews male)
– Friends (popular across age and gender)
– One Tree Hill (skews female)
– The OC (skews female)
– Real World (skews slightly older)
– Simpsons (skews slightly younger)
– South Park (skews male)
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MOVIES
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MOVIES
POPULARITY:
Graph B1: Movie Frequency Across Gender
93% of respondents watch movies in the movie
theater. The only notable discrepancy across
breakouts is that 88% of respondents in Central
Virginia report seeing movies in the theater
compared to 94% in the Southwest, and 95% in both
the Northern and Tidewater regions.
77%
Males
Females
69%
22%
17%
FREQUENCY:
4%
The majority of respondents, 74%, watch a movie in
the movie theater 1-2 times a month. Male
respondents are slightly more likely to watch a
movie in a movie theater more often than 1-2 times
a month when compared to female consumers, who
are more likely to limit their movie watching (in the
theater) to 1-2 times a month (See Graph B1). The
frequency in which respondents watch a movie at
the movie theater is similar across age groups.
African American and Other respondents are more
likely than Anglo American respondents to watch
more than 1-2 movies each month (See Graph B2).
Respondents across regions view movies in the
theater with similar frequencies, except for the
Tidewater region, which is more likely than the other
three regions to go to the movies 3-4 times a month.
1-2 Times a
Month
3-4 Times a
Month
5%
4%
5-6 Times a
Month
2%
More than 6
Times a Month
Graph B2: Movie Frequency Across Ethnicities
75%
African American
Anglo American
Other
71%
64%
32%
22%
17%
5%
1-2 Times a
Month
3-4 Times a
Month
3%
6%
4%
0%
5-6 Times a
Month
2%
More than 6
Times a Month
Graph B3: Overall Rating Attendance
84%
RATING ATTENDANCE:
54%
Although the majority of respondents enjoy watching
both PG-13 and R rated movies, PG-13 rated movies
are the most popular among respondents (See
Graph B3). Female respondents prefer watching PG13, PG, and G rated movies, while male respondents
prefer watching movies with a more mature rating
of R and NC-17.
37%
16%
7%
1%
G
PG
PG-13
R
NC-17
I Don't
Know
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MOVIES
RATING ATTENDANCE continued:
Not surprisingly, younger respondents, age 13-15,
are more likely to watch PG-13, PG, and G rated
movies, while older respondents, age 16-17, are
more likely to watch R rated movies (See Graph B4).
African American respondents are more likely to
watch movies with a more mature rating of R, while
Anglo American respondents are more likely to
watch movies with a less mature rating of PG,
and/or G. While respondents across regions
unanimously prefer movies rated PG-13,
respondents in the North are most likely to shy away
from movies rated G and PG. Tidewater respondents
are slightly more likely than other regions to watch
movies that are rated R (See Graph B5).
Graph B4: Rating Attendance Across Age Groups
87% 83%
13-15
16-17
67%
49%
34%
29%
24%
11%
4%
G
PG
PG-13
R
8%
NC-17
2%
1%
I Don't Know
Graph B5: Rating Attendance Across Regions
83% 85%
91%
55% 52%
43%
21%
21%
9%
41%
Central
North
Southwest
Tidewater
80%
61%
46%
37%
27%
15%
G
8% 7% 9% 5%
PG
PG-13
R
NC-17
0% 1% 2% 2%
I Don't Know
Graph B6: Overall Advertising Awareness
34%
Advertisements shown before the start of a movie
are proving to be an effective way to gain the
attention of the audience, as the majority of
respondents claim to pay attention to this type of
advertising more often than not (See Graph B6).
These ads appear to be slightly more effective at
gaining the attention of female respondents, than
male respondents. Most notably, 10% of males report
that they "never" pay attention to these ads,
compared to only 1% of females. The ability of these
advertisements to catch the respondents' attention
remains consistent across age group and region.
Ads shown before movies in the theater hold a
similar appeal for respondents of different
ethnicities, with the only discrepancy being that the
Other group is over 10% more likely to pay attention
to these ads "most of the time."
25%
22%
14%
5%
Never
Hardly Ever
Sometimes
Most Of The
Time
Always
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INTERNET
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INTERNET
Graph C1: Overall Advertising Awareness
The majority of respondents do not pay attention to
advertisements seen on the Internet (See Graph C1).
Although neither gender is very likely to pay
attention to an Internet advertisement, male
respondents are slightly more likely than female
respondents to pay attention. Anglo American
respondents are more likely to never pay attention to
Internet advertisements, while African American
respondents are more likely to pay attention some
or most of the time. Internet advertising is similarly
effective across age groups and regions.
47%
36%
12%
Never
Hardly Ever
Sometimes
3%
3%
Most Of The
Time
Always
Graph C2: Advertising Preference Across
Gender
ADVERTISING PREFERENCE:
Although Internet advertisements are not popular
among respondents, they are most receptive to
advertisement links that direct them to other
websites. Male respondents are more receptive than
female respondents, to all types of Internet
advertisements (See Graph C2). Younger
respondents, age 13-15, are more receptive to
advertisements such as links to other websites and
pop-ups, while older respondents, age 16-17, are
slightly more receptive to banner ads, online articles
recommending products/services, and email blasts
from advertisers. Preferences vary only slightly
across ethnicities, most notably in the banner ad
category, with 26% of African Americans, 16% of
Anglo Americans, and 7% of Other ethnicities
preferring this type of advertisement. Across
regions, respondents from the North are at least 10%
more likely than any other region to report not
paying attention to any type of online advertisement
(See Graph C3).
13%
26%
Links to Other
Sites
21%
Online Articles
That Recommend
Products/Services
13%
8%
9%
Pop-Ups
Random Emails
From Advertisers
Males
Females
17%
Banners
8%
8%
3%
Graph C3: Advertising Awareness
Across Regions
69%
55%
56%
Central
North
Southwest
Tidewater
59%
I Don't Pay Attention to Online Advertisements
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INTERNET
ONLINE ACTIVITIES:
76%
Overall, chatting, sending/reading emails, and
playing games are the most popular ways in which
respondents spend their time online. Slightly less
popular, but still in the top five, are downloading
(music, software, etc.) and research/information
gathering. Chatting, sending/reading emails, and
research/information gathering are more popular
online activities among female respondents, while
downloading is a more popular online activity
among male respondents (See Graph C4). Younger
respondents, age 13-15, are more likely to be
playing games online, while older respondents, age
16-17, are more likely to be taking part in each of
the other four activities (See Graph C5). There are
no significant differences in online activity across
ethnicities, and only slight variations across regions,
with Northern respondents being more likely than
respondents in other regions to chat and
send/read emails while online.
Graph C4: Online Activities Across Gender
Males
Females
68%
63%
56%
53%
56%
53%
47%
47%
35%
Chat
75%
Send/Read EMails
Play Games By
Download
Myself
(Music, Software,
Etc.)
Graph C5: Online Activities Across Age Groups
68%
65%
52%
Send/Read EMails
13-15
16-17
69%
58%
49%
47%
34%
Chat
Research,
Information
Gathering
Play Games By
Download
Myself
(Music, Software,
Etc.)
32%
Research,
Information
Gathering
TOP THREE FAVORITE WEBSITES:
Respondents across age and gender
overwhelmingly name www.neopets.com as the
website that they visit the most often. Also frequently
mentioned, and consistent across age and gender,
are www.google.com, www.yahoo.com, and
www.livejournal.com.
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MUSIC/RADIO
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MUSIC/RADIO
POPULARITY:
Graph D1: Frequency Across Age Groups
Overall, 94% of consumers report listening to music.
Females are nearly 10% more likely than males to
listen to music, and older consumers, age 16-17, are
slightly more likely to do so than younger
consumers, age 13-15. There is only slight variation
across ethnicities. Central, Northern, and
Southwestern regions share similar percentage,
while Tidewater respondents, at 97%, are more
likely than the other regions to listen to music.
13-15
16-17
54% 54%
28%
21%
17%
9%
4%
Less Than an
Hour Each
Day
1-4 Hours
5-9 Hours
5%
4%
10-14 Hours
4%
15 or More
Hours a Day
Graph D2: Overall Format Frequency
FREQUENCY:
SCALE: 0=I don't listen to music in this format, 1=Less than one hour, 2=1-4 hours,
3=5-9 hours, 4=10-14 hours, 5=15 or more hours.
Overall, respondents are most likely to listen to
music between 1 and 4 hours each day. Older
respondents, age 16-17, are more likely to listen to
music for a greater length of time each day than
younger respondents, age 13-15. Although the
majority of respondents in each age group are most
likely to listen to music between 1 and 4 hours each
day, older respondents are more likely to listen to
between 5 and 9 hours of music, and younger
respondents are more likely to listen to less than
one hour of music (See Graph D1). The frequency
with which respondents listen to music each day is
similar across gender, ethnicity, and region.
CDs
2.6
Radio
1.9
Television
1.8
Online
1.7
MP3s
1.2
0.0
1.0
2.0
3.0
13-15
16-17
2.3
2.8
2.2
Radio
Overall, respondents spend the most time listening
to music on CDs (See Graph D2). Across gender,
males spend more time listening to MP3s, while
females spend more time listening to the radio.
Across age groups, younger consumers, age 13-15,
spend more time than older consumers, age 16-17,
listening to music on the television, the radio, and
online. Older consumers spend more time listening
to CDs and MP3s (See Graph D3).
5.0
Graph D3: Format Frequency Across Age
Groups
CDs
FORMAT:
4.0
1.7
2.1
Television
1.7
1.9
Online
1.5
0.8
MP3s
1.4
0.0
1.0
2.0
3.0
4.0
5.0
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MUSIC/RADIO
FORMAT continued:
Respondents across ethnicities listen to music in
different formats. African American respondents
spend the most time listening to music on television,
Anglo American respondents on CDs, and Other
respondents on the radio (See Graph D4). Across
regions, respondents share similar preferences,
except for those in the North, who spend more time
than other regions listening to music on the radio
and online.
Graph D4: Format Frequency Across
Ethnicities
2.3
CDs
African American
Anglo American
Other
2.7
2.1
1.7
1.9
Radio
2.4
2.6
Television
1.7
2.1
2.3
Online
1.6
1.2
1.2
1.2
MP3s
0.6
0.0
1.0
2.0
3.0
4.0
5.0
RADIO LISTENING TIMES:
Respondents are most likely to listen to the radio in
the morning, with 58% tuning in between 6am and
9am. The afternoon (40%) and early evening (39%) are
also times in which respondents are likely to listen
to the radio. Female respondents are more likely
than male respondents to listen to the radio at all
times during the day and night. Older respondents,
age 16-17, are more likely to listen to the radio early
in the morning between 6am and 9am, and later in
the evening, after 8pm, while younger respondents,
age 13-15, are more likely to listen to the radio in the
early evening, between 5pm and 7pm (See Graph
D5). African American respondents are more likely
to listen to the radio between 6am and 9am, and
1pm and 7pm, while Other respondents are more
likely to listen to the radio between 8pm and 10pm.
Respondents in the North region are more likely to
listen to the radio early in the morning, between
6am and 9am, while respondents in the Central
region are more likely to listen to the radio between
1pm and 4pm, and late in the evening, after 11pm.
Respondents in the Southwest region are more
likely than respondents in any other region to listen
to the radio between 5pm and 7pm (See Graph D6).
Graph D5: Radio Listening Times Across Age
Groups
50%
6am-9am
63%
13-15
16-17
11%
9%
10am-12pm
36%
1pm-4pm
42%
43%
5pm-7pm
36%
32%
34%
8pm-10pm
23%
26%
After 11pm
Graph D6: Radio Listening Times Across
Regions
58%
6am-9am
10am-12pm
54%
54%
5%
9%
67%
Central
North
Southwest
Tidewater
14%
11%
1pm-4pm
44%
40%
33%
41%
38%
35%
5pm-7pm
39%
44%
30%
35%
35%
33%
8pm-10pm
After 11pm
19%
30%
27%
24%
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MUSIC/RADIO
Graph D7: Overall Advertising Awareness
Although respondents are sometimes receptive to
radio advertisements, they are more likely than not,
to tune them out (See Graph D7). While 0% of African
American respondents claim to never pay attention
to radio ads (compared to 21% of Anglo American
respondents and 18% of Other respondents), another
50% report hardly ever paying attention.
Respondents across gender, age group, and region
have similar tendencies in terms of paying attention
(or not paying attention) to radio advertisements.
35%
29%
19%
9%
1%
Never
Hardly Ever
Sometimes
Most Of The
Time
Always
Graph D8: Music Acquisition Across Age
Groups
SCALE: 0=Never, 1=Rarely, 2=Occasionally, 3=Frequently.
13-15
16-17
1.7
Buy a CD
1.6
AQUISITION:
Respondents are most likely to acquire their music
by buying or burning a CD. Respondents across
genders share similar habits for acquiring their
music. Older consumers, age 16-17, are most likely
to burn a CD. Younger consumers, age 13-15, are
most likely to buy a CD, and are more likely than
older consumers to download music from the
Internet (See Graph D8). Respondents across ethnic
groups share similar music acquisition habits, as do
respondents across regions. The only notable
regional discrepancy is that respondents from
Central Virginia are slightly less likely than other
groups to download music from the Internet (1.1 vs.
1.5 in the North and Southwest and 1.4 in Tidewater).
1.4
Burn a CD
1.9
1.4
Download Music
From the Internet
1.1
0.4
Record Music
From the Radio
0.4
0.0
1.0
2.0
3.0
Graph D9: Top Five Most Popular Music
Television Networks
MTV
69%
47%
VH1
MTV2
BET
33%
21%
MUSIC TELEVISION:
MTV is the most popular music television network
among respondents, though at least 20% of
consumers also watch VH1, MTV2, BET, and CMT (se
Graph D9). Female respondents are more likely than
male respondents to watch music television
networks.
CMT
20%
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MUSIC/RADIO
MUSIC TELEVISION cont.
Older respondents, age 16-17, are more likely than
younger respondents, age 13-15, to watch each of
the Top Five music television networks, with the
exception of MTV2. African American and Other
respondents are more likely to watch each of the
Top Five music television networks, with the
exception of CMT. Respondents in the North are
more likely than other regions to watch MTV, VH1,
and BET, while respondents in the Southwest region
are more likely to watch CMT and MTV2 (See Graph
D10).
D10: Top Five Music Television Networks
Across Region
67%
74%
MTV
68%
67%
46%
56%
VH1
43%
44%
24%
39%
42%
MTV2
30%
22%
27%
BET
15%
19%
16%
22%
CMT
27%
18%
D11: Overall Concert/Live Musical Performance
Attendance
CONCERTS/LIVE MUSICAL PERFORMANCES:
Respondents are not likely to attend live music
performances more than a few times a year, and
many state that they attend live music performances
less than once a year or not at all (See Graph D11).
Males are more likely than females to attend
concerts a few times a month, while females are
more likely to attend a few times a year or less than
once a year. Older respondents, age 16-17, attend
concerts more frequently than younger consumers,
age 13-15, with over 50% attending a few times a
year or a few times a month. Different ethnic
breakouts attend concerts with a similar frequency,
except for African American respondents, who are
more likely than respondents in other ethnic groups
to attend live music performances a few times a
year. Respondents in the Tidewater region are
slightly more likely to frequently attend live musical
performances than respondents in other regions
(See Graph D12).
Central
North
Southwest
Tidewater
35%
28%
24%
12%
2%
I Don't Attend
Live Musical
Performances
Less Than
Once a Year
A Few Times a A Few Times a A Few Times a
Year
Month
Week
Graph D12: Concert/Live Musical Perforance Attendance
Across Region
Central
North
Southwest
Tidewater
37%
34% 34%
33%
32%
30%
29%
28%
27%
24%
21%
19%
14%
13%
11%
8%
5%
1% 1%
I Don't Attend Live Less Than Once a
Musical
Year
Performances
A Few Times a
Year
A Few Times a
Month
0%
A Few Times a
Week
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MUSIC/RADIO
GENRE PREFERENCE:
Graph D13: Overall Musical Genre Preference
Rock music is the most popular music genre
according to respondents. Hip-hop/rap, punk rock,
and R&B are also popular music genres for this
audience (See Graph D13). Female respondents
express more favorable opinions than male
respondents for all top five music genres, with the
exception of rock (See Graph D14). Older
respondents, age 16-17, are more likely than
younger respondents, age 13-15, to prefer rock,
punk rock, and R&B. African American respondents
are more likely to prefer hip-hop/rap, pop, and R&B,
while Anglo American respondents are more likely
to prefer rock and punk rock. Respondents in the
Southwest are more likely than respondents in other
regions to prefer rock and punk rock.
56%
47%
43%
41%
31%
Rock
Hip-Hop/Rap
Pop
Punk Rock
R&B
Graph D14: Musical Genre Preference Across
Gender
58%
55%
56%
51%
40%
38%
43%
22%
Rock
Hip-Hop/Rap
Males
Females
Pop
39%
19%
Punk Rock
R&B
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OUT-OF-HOME
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OUT-OF-HOME
Respondents are not likely to pay attention to out-ofhome advertisements, with 60% reporting that they
never, or hardly ever, pay attention. Both male and
female respondents pay similar attention to out-ofhome advertisements. Older respondents, age 16-17,
are more likely than younger respondents, age 1315, to pay attention to out-of-home advertisements
(See Graph E1). African American respondents are
more likely than respondents in other ethnic groups
to pay attention to out-of-home advertisements.
Respondents in the North region are the least likely
of the regions to pay attention to out-of-home
advertisements.
Graph E1: Advertising Awareness Across Age
Groups
38%
13-15
16-17
37%
32%
27%
24%
21%
11%
8%
3%
0%
Never
Hardly Ever
Sometimes
Most Of The
Time
Graph E2: Top Five Out-of-Home
Advertising Preferences
Billboards
ADVERTISING PREFERENCES:
Although out-of-home advertisements are not
popular among respondents, they are most
accepting of advertisements that come in the form of
billboards (See Graph E2), though ads before movies
in the theater and ads in malls also garnered over a
25% response rate. Female respondents are more
likely than male respondents to pay attention to each
of the top five types of outdoor advertisements (See
Graph E3). Similarly, older respondents, age 16-17,
are more likely than younger respondents, age 1315, to pay attention each of the top five types of
outdoor advertisements. African American
respondents are more likely than respondents in
other ethnic groups to pay attention to each of the
top five types of outdoor advertisements, with the
exception of wild postings. Respondents in the North
region are more likely to pay attention to each of the
top five types of outdoor advertising, with the
exception of billboards. Billboards were the number
one preference for outdoor advertising by more than
half of respondents in the Central region.
Always
42%
Commercials in the Theater
Before the Movie Starts
38%
Ads in Malls
Wild Postings
People in Costumes
33%
23%
21%
Graph E3: Top Five Out-of-Home
Advertising Preferences Across
Gender
36%
Billboards
Commercials in the Theater
Before the Movie Starts
Ads in Malls
46%
Males
Females
29%
44%
32%
33%
Wild Postings
20%
24%
People in Costumes
16%
24%
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WORD-OF-MOUTH/
STREET TEAM
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WORD-OF-MOUTH/STREET TEAM
WORD-OF-MOUTH ADVERTISING AWARENESS:
Word-of-mouth advertising appears to be an
effective method of communication, as 49% of
respondents pay attention to word-of-mouth most of
the time or always (See Graph F1). Female
respondents are slightly more likely than male
respondents to pay attention to word-of-mouth
advertisements. Older respondents, age 16-17, are
slightly more likely than younger respondents, age
13-15, to pay attention to word-of-mouth
advertisements. Chances of respondents paying
attention to word-of-mouth advertising are similar
across region and ethnicity. The only notable
discrepancy across ethnic breakout is that African
American respondents are at least 10% more likely
than other ethnic groups to always pay attention to
word-of-mouth.
Graph F1: Overall Word-of-Mouth Advertising
Awareness
37%
31%
11%
12%
9%
Never
Hardly Ever
Sometimes
Most of The
Time
Always
Graph F2: Overall Street Team Advertising
Awareness
34%
24%
STREET TEAM ADVERTISING AWARENESS:
Street team advertising is not an effective method of
communication among respondents, and a large
percentage have never even seen a street team (See
Graph F2). Older respondents, age 16-17, are more
likely than younger respondents, age 13-15, to pay
attention to street team advertising. Younger
respondents are more likely to have never seen a
street team. African American respondents are
more likely to pay attention to street team
advertising, while Other respondents are less likely.
Anglo American respondents are the most likely to
have never seen a street team. There are few
notable discrepancies across gender or regional
breakouts.
19%
14%
7%
I Have
Never Seen
Street
Team
Advertising
Never
Hardly Ever Sometimes Most of The
Time
3%
Always
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MAGAZINES
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MAGAZINES
Respondents are likely to pay attention to magazine
advertisements sometimes or most of the time.
Female respondents are slightly more likely than
male respondents to pay attention to
advertisements in magazines. Similarly, older
respondents, age 16-17, are slightly more likely
than younger respondents, age 13-15, to pay
attention to advertisements in magazines. African
American respondents are more likely than
respondents in other ethnic groups to pay attention
to advertisements in magazines (See Graph G1).
There are no notable discrepancies across regional
breakouts.
Graph G1: Advertising Awareness Across
Ethnicities
African American
Anglo American
Other
46%
43%
26%
42%
24%
21%
17% 18%
18%
11%
10% 9%
11%
6%
0%
Never
Hardly Ever
Sometimes
Most Of The
Time
Always
TOP THREE FAVORITE MAGAZINES:
There is a distinct difference between the
magazines read by male respondents versus
female respondents, and there is no one magazine
that is poplar across gender breakouts. Males were
likely to name the following in their top three list:
– PC Gamer (popular across age groups)
– Transworld (popular across age groups)
– Sports Illustrated (popular across age groups)
– Maxim (skews older)
– National Geographic (skews younger)
Females were likely to name the following in their
top three list:
– Cosmopolitan (skews older)
– Cosmo Girl (skews younger)
– People (skews older)
– Teen People (skews younger)
– J-14 (popular across age groups)
– Seventeen (popular across age groups)
– YM (popular across age groups)
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SPONSORSHIPS/
PROMOTIONS
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SPONSORSHIPS/PROMOTIONS
Graph H1: Overall Advertising Awareness
Although 40% of respondents are likely to sometimes
pay attention to sponsorships and promotions,
another 41% hardly ever or never pay attention to
sponsorships and promotions (See Graph H1). There
are no notable differences across gender, age,
ethnic, or regional breakouts.
40%
24%
17%
15%
4%
Never
Hardly Ever
Sometimes
Most Of The
Time
Always
Graph H2: Overall Advertising Preferences
ADVERTISING PREFERENCE:
The majority of respondents prefer sponsorships
and promotions that offer contests with cool prizes.
Sponsorships and promotions that offer sales or
coupons are a close second (See Graph H2). Female
respondents are more receptive than male
respondents to all types of sponsorship and
promotions offerings, with the exception of TV show
sponsorships. Older respondents, age 16-17, are
more likely to prefer sales and coupons, walks and
charitable events and concert sponsorships, while
younger respondents, age 13-15, are more likely to
prefer celebrity sponsorships (See Graph H3).
African American respondents are more likely to
prefer contests with cool prizes and sales and
coupons, Other respondents prefer celebrity
sponsorships, TV show sponsorships, and concert
sponsorships. There are no notable differences
across regional breakouts.
Contest with Cool
Prizes
52%
Sales/Coupons
44%
Walks/Charitable
Events
32%
Celebrity
Sponsorship
30%
TV Show Sponsorship
22%
Concert Sponsorship
21%
Graph H3: Advertising Preferences Across Age Groups
Contest with Cool
Prizes
52%
51%
Sales/Coupons
51%
Walks/Charitable
Events
30%
34%
Celebrity
Sponsorship
33%
28%
22%
22%
TV Show Sponsorship
Concert Sponsorship
13-15
16-17
34%
15%
25%
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CROSS-CHANNEL
COMPARISONS
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CROSS-CHANNEL COMPARISONS
MEAN RANKINGS AND TOP TWO BOX
COMPARISONS:
Overall, consumers ranked word-of-mouth, ads
before the movies, and TV commercials as the
number one, two and three types of
advertisements, respectively, that they pay attention to the
most (See Graph I1). When the top two boxes (in this
case, the percentage of people who answer "most of the
time" or "always") of each of the advertising awareness
question are charted against each other, the same top
three types of advertisements receive the highest
rankings (though in this case, ads before the movies
comes in first and word-of-mouth comes in second)
(See Graph I2).
Graph I1: Top Three Mean Rankings
Note: Since a number one ranks a category in the highest position, the lower the mean
score, the higher the category ranking.
Word-of-Mouth
1.74
Ads Before the
Movies
1.90
TV Commercials
1.98
0.0
1.0
2.0
3.0
Graph I2: Advertising Awareness Top Two Box
Comparison
Ads Before Movies
56%
Word-of-Mouth
49%
TV Commercials
40%
Magazine Ads
31%
Sponsorships and/or Promotions
19%
Out-of-Home
11%
Street Teams
10%
Radio Ads
10%
Internet Ads
6%
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APPENDICES
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APPENDICES
APPENDIX A: SURVEY QUESTIONS
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1. Do you watch television?
–Yes
–No
2. How often do you pay attention to TV commercials?
(Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
3. At which times of the day ON WEEKDAYS do you
usually watch TV? (Choose all that apply)
–Early Morning (6am-9am)
–Mid Morning (10am-12pm)
–Afternoon (1pm-4pm)
–Early Evening (5pm-7pm)
–Prime Time (8pm-10pm)
–Late Night (after 11pm)
4. At which times of the day ON WEEKENDS do you
usually watch TV? (Choose all that apply)
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5. Which of the following TV channels do you watch
the most? (Choose all that apply)
–A&E (Arts and Entertainment)
–ABC
–Animal Planet
–BET (Black Entertainment Television)
–BRAVO
–CBS
–Cinemax
–CMT (Country Music Television)
–CNN
–Comedy Central
–COURT TV
–C-SPAN
–Discovery Channel
–Disney
–E! Entertainment Channel
–Encore
–ESPN
–Food Network
–FOX
–FOX Sports
–FX
–HBO
–HGTV (Home and Garden Television)
–History Channel
–LIFE
–MTV
–NBC
–Nickelodeon
–OXYGEN
–QVC
–SCIFI
–Showtime
–Spike TV
–Starz!
–Style Network
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5. Which of the following TV channels do you watch
the most? (Choose all that apply) continued…
–TBS
–The Weather Channel
–TLC (The Learning Channel)
–TNT
–Toon
–TVLAND
–USA
–VH1
–WB (Warner Brothers Channel)
–WE (Women’s Entertainment Channel)
–WGN
–Other
6. What types of TV shows do you watch the most?
(Choose all that apply)
–Comedy
–Drama
–Entertainment News (Entertainment Tonight,
Access Hollywood, etc.)
–Game shows
–Movies
–Music television (MTV, VH1, etc.)
–News (local news, CNN, etc)
–Reality
–Sci-Fi
–Soap operas
–Sports
–Talk shows
–Other
7. Currently, what TV shows are your favorites? List
your top three. (OPEN)
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8. Do you watch movies in the movie theater?
–Yes
–No
9. How often do you go to the movies?
–1-2 times a month
–More than 6 times a month
10. Think about the movies that you watch at the
movie theater. What are they usually rated? (Choose
all that apply)
–G
–PG
–PG-13
–R
–NC-17
–I don’t know
11. How often do you pay attention to the commercials
shown before the movie begins? (Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
12. Do you go on the Internet?
–Yes
–No
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13. How often do you pay attention to the ads that you
see when surfing the Internet (i.e. banners, pop-ups,
emails, etc.)? (Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
14. What types of ads do you pay the most attention to
when surfing the Internet? (Choose all that apply)
–Banners
–Links to other sites
–Online articles that recommend
products/services
–Pop-ups
–Random emails from advertisers
–I don’t pay attention to any online ads
15. When you ‘re surfing the Internet which of the
following are you most likely to do? (Choose all that
apply)
–Browse for items (clothing, electronics, tickets,etc.)
–Chat (instant messaging, chat rooms)
–Download (music, software, etc.)
–Find movies times and locations
–Play games by myself
–Play games with other people on the Internet
–Purchase items (clothing, electronics, tickets,etc.)
–Read the news
–Research/Information gathering (school, work,
personal)
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15. When you ‘re surfing the Internet which of the
following are you most likely to do? (Choose all that
apply) continued…
–Search auction sites (Ebay)
–Search dating sites
–Send/read e-mails
–Upload/Look at/Send photos
–Write/read journals and/or blogs
–Other
16. Name the 3 websites that you go to the most.
(OPEN)
17. Do you listen to music?
–Yes
–No
18. Thinking about an average day in your life, how
many hours do you spend listening to music (radio,
television, CD, MP3, online, etc.)? (Choose only one)
–Less than an hour each day
–1-4 hours a day
–5-9 hours a day
–10-14 hours a day
–15 or more hours a day
19. Please select the amount of time EACH DAY in
which you listen to music on the formats listed below:
–Radio
–Television
–CDs
–MP3s
–Online
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20. At which times of the day/week do you listen to the
radio most often? (Choose all that apply)
21. How much do you pay attention to radio ads?
(Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
22. Thinking about how you get new music, please
rate how often you do each of the following activities:
–Buy a CD/CDs
–Burn a CD/CDs
–Download music from the
Internet
–Record it from the radio
23. Which of the following music television channels
do you watch? (Choose all that apply)
–BET (Black Entertainment Television)
–CMT (Country Music Television)
–FUSE
–GMTn (Gospel Music Television Network)
–MTV
–MTV2
–The Soul of VH1
–VH1
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24. How often do you go to concerts or any type of live
musical performances?
–A few times a week
–A few times a month
–A few times a year
–Less than once a year
–I don’t attend concerts/live musical performances
25. What are your favorite types of music? (Choose all
that apply)
–Blues
–Christian Rock
–Classic Rock
–Classical
–Country
–Disco
–Electronic and/or Techno
–Folk
–Funk
–Heavy Metal
–Hip-Hop and/or Rap
–Indie Rock
–Jazz
–Latin
–Oldies
–Pop
–Punk Rock
–R&B
–Reggae and/or Ska
–Rock
–Soul
–I don’t have a preference
–Other
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26. How much do you pay attention to ads you see
when you leave your house (i.e. billboard ads, ads on
benches, ads on buses, ads in subways, etc.)? (Choose
only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
27. Think about the types of ads you see when you
leave home. What types of these ads do you notice
most often? (Choose all that apply)
–Ads in malls
–Benches
–Billboards
–Blimps/planes pulling banners
–Commercials shown in the
theaters before the movie starts
–People in costumes
–Postcards
–Postings in bathrooms stalls
–Subways/trains/buses
–Wild Postings (posters)
–Other
–None of the above
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28. How much do you pay attention to word-of mouth
advertising? Word-of mouth advertising is when a
friend or someone you know tells you about a product
they like, and suggest that you try it. (Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
29. How much do you pay attention to street team
advertising? Street teams are people who approach
you on the street and tell you about a product or
company, and sometimes hand out free samples or
flyers (Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
–I have never seen street team advertising
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30. Do you read or flip through magazines?
–Yes
–No
31. How much do you pay attention to ads in
magazines? (Choose only one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
32. What magazines do you read? List your three
favorites. (OPEN)
33. Which of the following types of
sponsorships/promotions do you like the most?
(Choose all that apply)
–Celebrity sponsorship (when a celebrity is paid to
wear certain clothes, or drink a certain type of
drink, i.e. Tiger Woods is a celebrity sponsor for
Nike)
–Concert sponsorship (when a company has a
booth or a banner at a concert)
–Contest with cool prizes (such as cash, free trips,
shopping sprees, etc.)
–Sales/coupons
–TV show sponsorship (i.e. “this show is brought to
you by…”)
–Walks/charitable event sponsorship (i.e. AIDS
walk, or when a company donates a certain
amount of profits to a charity)
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34. How likely are you to pay attention to
sponsorships/promotions (i.e. contests, celebrity
sponsorships, concert sponsorships)? (Choose only
one)
–Always
–Most of the time
–Sometimes
–Hardly ever
–Never
35. Think about all the different types of advertising
we’ve talked about in this survey. What kind of ads do
you pay attention to the most? Rank your top three.
–Ads before the movies
–Billboards/benches/buses/subways/other ads
outside your house
–Internet ads
–Magazine ads
–Newspaper ads
–Radio ads
–Street teams
–TV commercials
–Word-of-mouth
–Other
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APPENDICES
APPENDIX B: QUANTIFIED DATA
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51
No
Yes
155
95%
40%
8
5%
73%
389
97%
100%
11
3%
100%
163
27%
1%
3
60%
99%
234
237
FEMALES
GENDER
MALES
400
TOTAL
SAMPLE
AGE
27%
2%
3
40%
98%
154
157
13-15
73%
3%
8
60%
97%
235
243
16-17
-
-
0
6%
100%
23
23
AFRICAN
AMERICAN
91%
3%
10
76%
97%
297
307
ANGLO
AMERICAN
ETHNICITY
9%
1%
1
18%
99%
69
70
OTHER
ETHNICITY
Q1 - DO YOU WATCH TELEVISION?
36%
5%
4
21%
95%
81
85
CENTRAL
18%
2%
2
23%
98%
91
93
NORTH
45%
6%
5
21%
94%
82
87
SOUTHWEST
REGION
-
-
0
35%
100%
135
135
TIDEWATER
52
Never
Hardly ever
Sometimes
Most of the time
Always
THOSE WATCH TELEVISION
17
11%
53%
51
33%
40%
64
41%
36%
19
12%
40%
4
3%
67%
32
8%
100%
126
32%
100%
177
46%
100%
48
12%
100%
6
2%
100%
155
MALES
GENDER
389
TOTAL
SAMPLE
33%
1%
2
60%
12%
29
64%
48%
113
60%
32%
75
47%
6%
15
234
FEMALES
50%
2%
3
44%
14%
21
43%
49%
76
35%
29%
44
31%
6%
10
154
13-15
AGE
50%
1%
3
56%
11%
27
57%
43%
101
65%
35%
82
69%
9%
22
235
16-17
-
-
0
2%
4%
1
6%
43%
10
7%
39%
9
9%
13%
3
23
AFRICAN
AMERICAN
ETHNICITY
100%
2%
6
77%
12%
37
75%
45%
133
78%
33%
98
72%
8%
23
297
ANGLO
AMERICAN
-
-
0
21%
14%
10
19%
49%
34
15%
28%
19
19%
9%
6
69
OTHER
ETHNICITY
33%
2%
2
23%
14%
11
23%
51%
41
15%
23%
19
25%
10%
8
81
CENTRAL
REGION
Q2 - HOW OFTEN DO YOU PAY ATTENTION TO TV COMMERCIALS?
-
-
0
17%
9%
8
28%
54%
49
22%
31%
28
19%
7%
6
91
NORTH
33%
2%
2
31%
18%
15
14%
30%
25
28%
43%
35
16%
6%
5
82
SOUTHWEST
33%
1%
2
29%
10%
14
35%
46%
62
35%
33%
44
41%
10%
13
135
TIDEWATER
53
Late Night (after 11pm)
Prime Time (8pm-10pm)
Early Evening (5pm-7pm)
Afternoon (1pm-4pm)
Mid Morning (10am-12pm)
44
28%
49%
18
12%
41%
50
32%
40%
90
58%
39%
110
71%
42%
43
28%
45%
89
100%
44
11%
100%
126
32%
100%
229
59%
100%
264
68%
100%
95
24%
100%
Early Morning (6am-9am)
23%
155
389
MALES
GENDER
TOTAL
SAMPLE
55%
22%
52
58%
66%
154
61%
59%
139
60%
32%
76
59%
11%
26
51%
19%
45
234
FEMALES
31%
19%
29
38%
64%
99
43%
64%
99
39%
32%
49
50%
14%
22
43%
25%
38
154
13-15
AGE
69%
28%
66
63%
70%
165
57%
55%
130
61%
33%
77
50%
9%
22
57%
22%
51
235
16-17
4%
17%
4
7%
78%
18
6%
57%
13
6%
35%
8
5%
9%
2
6%
22%
5
23
AFRICAN
AMERICAN
ETHNICITY
78%
25%
74
75%
66%
197
74%
57%
170
75%
32%
94
73%
11%
32
73%
22%
65
297
ANGLO
AMERICAN
18%
25%
17
19%
71%
49
20%
67%
46
19%
35%
24
23%
14%
10
21%
28%
19
69
OTHER
ETHNICITY
28%
33%
27
19%
63%
51
21%
59%
48
23%
36%
29
23%
12%
10
21%
23%
19
81
CENTRAL
REGION
Q3 - AT WHICH TIMES OF THE DAY ON WEEKDAYS DO YOU USUALLY WATCH TV?
22%
23%
21
25%
73%
66
22%
56%
51
17%
23%
21
23%
11%
10
24%
23%
21
91
NORTH
16%
18%
15
20%
63%
52
22%
61%
50
21%
32%
26
18%
10%
8
22%
24%
20
82
SOUTHWEST
34%
24%
32
36%
70%
95
35%
59%
80
40%
37%
50
36%
12%
16
33%
21%
29
135
TIDEWATER
54
Afternoon (1pm-4pm)
43
28%
44%
63
41%
37%
64
41%
38%
80
52%
44%
102
66%
45%
89
57%
46%
97
100%
169
43%
100%
169
43%
100%
181
47%
100%
229
59%
100%
195
50%
100%
25%
155
389
MALES
GENDER
TOTAL
SAMPLE
54%
45%
106
55%
54%
127
56%
43%
101
62%
45%
105
63%
45%
106
56%
23%
54
234
FEMALES
31%
39%
60
43%
64%
99
44%
51%
79
40%
44%
68
47%
51%
79
49%
31%
48
154
13-15
AGE
69%
57%
135
57%
55%
130
56%
43%
102
60%
43%
101
53%
38%
90
51%
21%
49
235
16-17
6%
52%
12
6%
61%
14
9%
70%
16
5%
39%
9
8%
61%
14
3%
13%
3
23
AFRICAN
AMERICAN
ETHNICITY
76%
50%
149
75%
58%
171
73%
44%
132
73%
42%
124
72%
41%
121
77%
25%
75
297
ANGLO
AMERICAN
17%
49%
34
19%
64%
44
18%
48%
33
21%
52%
36
20%
49%
34
20%
28%
19
69
OTHER
ETHNICITY
23%
56%
45
19%
53%
43
22%
48%
39
25%
52%
42
20%
41%
33
18%
21%
17
81
CENTRAL
REGION
Q4 - AT WHICH TIMES OF THE DAY ON WEEKENDS DO YOU USUALLY WATCH TV?
22%
47%
43
22%
56%
51
22%
43%
39
19%
35%
32
24%
44%
40
20%
21%
19
91
NORTH
20%
48%
39
26%
73%
60
20%
45%
37
18%
37%
30
21%
44%
36
26%
30%
25
82
SOUTHWEST
35%
50%
68
33%
56%
75
36%
49%
66
38%
48%
65
36%
44%
60
37%
27%
36
135
TIDEWATER
55
Disney
Discovery Channel
C-SPAN
COURT TV
Comedy Central
CNN
CMT (Country Music Television)
Cinemax
CBS
BRAVO
BET (Black Entertainment
Television)
Animal Planet
ABC
A&E (Arts and Entertainment)
11
7%
42%
41
26%
41%
23
15%
62%
11
7%
26%
10
6%
33%
87
56%
47%
11
7%
46%
5
3%
63%
44
28%
51%
50
32%
28%
7%
100%
101
26%
100%
37
10%
100%
43
11%
100%
30
8%
100%
184
47%
100%
24
6%
100%
8
2%
100%
87
22%
100%
180
46%
100%
33%
100%
39%
16%
19%
26
25
75
100%
31%
100%
23
28%
37%
15%
44
142
59
48%
100%
15%
10
6%
21
5%
155
MALES
GENDER
389
TOTAL
SAMPLE
72%
56%
130
49%
18%
43
38%
1%
3
54%
6%
13
53%
41%
97
67%
9%
20
74%
14%
32
38%
6%
14
59%
26%
60
58%
6%
15
61%
15%
36
67%
21%
50
69%
42%
98
52%
5%
11
234
FEMALES
44%
52%
80
40%
23%
35
25%
1%
2
38%
6%
9
36%
43%
66
27%
5%
8
35%
10%
15
43%
10%
16
29%
19%
29
19%
3%
5
39%
15%
23
55%
27%
41
36%
33%
51
24%
3%
5
154
13-15
AGE
56%
43%
100
60%
22%
52
75%
3%
6
63%
6%
15
64%
50%
118
73%
9%
22
65%
12%
28
57%
9%
21
71%
31%
72
81%
9%
21
61%
15%
36
45%
14%
34
64%
39%
91
76%
7%
16
235
16-17
6%
43%
10
5%
17%
4
13%
4%
1
8%
9%
2
5%
43%
10
3%
4%
1
9%
17%
4
5%
9%
2
10%
43%
10
8%
9%
2
14%
35%
8
3%
9%
2
8%
52%
12
5%
4%
1
23
AFRICAN
AMERICAN
ETHNICITY
76%
46%
136
76%
22%
66
63%
2%
5
71%
6%
17
77%
47%
141
80%
8%
24
72%
10%
31
81%
10%
30
82%
28%
83
69%
6%
18
54%
11%
32
80%
20%
60
75%
36%
107
86%
6%
18
297
ANGLO
AMERICAN
19%
49%
34
20%
25%
17
25%
3%
2
21%
7%
5
18%
48%
33
17%
7%
5
19%
12%
8
14%
7%
5
8%
12%
8
23%
9%
6
32%
28%
19
17%
19%
13
16%
33%
23
10%
3%
2
69
OTHER
ETHNICITY
22%
48%
39
26%
28%
23
13%
1%
1
25%
7%
6
20%
44%
36
40%
15%
12
16%
9%
7
38%
17%
14
26%
32%
26
19%
6%
5
22%
16%
13
29%
27%
22
19%
33%
27
24%
6%
5
81
CENTRAL
REGION
Q5 - WHICH OF THE FOLLOWING TV CHANNELS DO YOU WATCH THE MOST?
19%
37%
34
18%
18%
16
38%
3%
3
13%
3%
3
26%
52%
47
17%
5%
5
16%
8%
7
11%
4%
4
21%
23%
21
12%
3%
3
27%
18%
16
12%
10%
9
21%
33%
30
5%
1%
1
91
NORTH
22%
48%
39
17%
18%
15
13%
1%
1
21%
6%
5
20%
45%
37
17%
6%
5
33%
17%
14
19%
9%
7
25%
30%
25
23%
7%
6
15%
11%
9
23%
21%
17
27%
46%
38
43%
11%
9
82
SOUTHWEST
38%
50%
68
38%
24%
33
38%
2%
3
42%
7%
10
35%
47%
64
27%
6%
8
35%
11%
15
32%
9%
12
29%
21%
29
46%
9%
12
36%
16%
21
36%
20%
27
33%
35%
47
29%
4%
6
135
TIDEWATER
56
HGTV (Home and Garden
Television)
HBO
FX
FOX Sports
FOX
Food Network
ESPN
Encore
E^^^ Entertainment Channel
37%
74%
22
14%
39%
65
42%
40%
22
14%
67%
21
14%
45%
52
34%
44%
20%
100%
57
15%
100%
163
42%
100%
33
8%
100%
47
12%
100%
118
30%
100%
33%
58
78
100%
42%
100%
6
7%
7%
4%
11
26
18
23%
100%
5%
17
11%
75
19%
155
MALES
GENDER
389
TOTAL
SAMPLE
67%
5%
12
56%
28%
66
55%
11%
26
33%
5%
11
60%
42%
98
61%
15%
35
26%
9%
20
58%
6%
15
77%
25%
58
234
FEMALES
44%
5%
8
34%
26%
40
34%
10%
16
30%
6%
10
42%
45%
69
39%
14%
22
36%
18%
28
50%
8%
13
29%
14%
22
154
13-15
AGE
56%
4%
10
66%
33%
78
66%
13%
31
70%
10%
23
58%
40%
94
61%
15%
35
64%
21%
50
50%
6%
13
71%
23%
53
235
16-17
6%
4%
1
6%
30%
7
4%
9%
2
3%
4%
1
10%
70%
16
7%
17%
4
6%
22%
5
15%
17%
4
7%
22%
5
23
AFRICAN
AMERICAN
ETHNICITY
67%
4%
12
75%
30%
89
81%
13%
38
82%
9%
27
74%
41%
121
72%
14%
41
76%
20%
59
81%
7%
21
80%
20%
60
297
ANGLO
AMERICAN
28%
7%
5
19%
32%
22
15%
10%
7
15%
7%
5
16%
38%
26
21%
17%
12
18%
20%
14
4%
1%
1
13%
14%
10
69
OTHER
ETHNICITY
22%
5%
4
23%
33%
27
23%
14%
11
27%
11%
9
20%
41%
33
16%
11%
9
19%
19%
15
23%
7%
6
24%
22%
18
81
CENTRAL
REGION
22%
4%
4
19%
25%
23
13%
7%
6
21%
8%
7
36%
64%
58
21%
13%
12
21%
18%
16
15%
4%
4
16%
13%
12
91
NORTH
33%
7%
6
19%
28%
23
26%
15%
12
24%
10%
8
18%
35%
29
21%
15%
12
24%
23%
19
27%
9%
7
17%
16%
13
82
SOUTHWEST
22%
3%
4
38%
33%
45
38%
13%
18
27%
7%
9
26%
32%
43
42%
18%
24
36%
21%
28
35%
7%
9
43%
24%
32
135
TIDEWATER
57
Starz^^^
Spike TV
Showtime
SCIFI
QVC
OXYGEN
Nickelodeon
NBC
MTV
LIFE
History Channel
25
16%
54%
9
6%
18%
63
41%
30%
33
21%
36%
58
37%
37%
8
5%
25%
6
4%
67%
32
21%
56%
24
15%
49%
51
33%
64%
18
12%
46%
46
12%
100%
50
13%
100%
209
54%
100%
92
24%
100%
157
40%
100%
32
8%
100%
9
2%
100%
57
15%
100%
49
13%
100%
80
21%
100%
39
10%
100%
155
MALES
GENDER
389
TOTAL
SAMPLE
54%
9%
21
36%
12%
29
51%
11%
25
44%
11%
25
33%
1%
3
75%
10%
24
63%
42%
99
64%
25%
59
70%
62%
146
82%
18%
41
46%
9%
21
234
FEMALES
41%
10%
16
40%
21%
32
37%
12%
18
35%
13%
20
22%
1%
2
34%
7%
11
48%
49%
75
29%
18%
27
32%
44%
67
38%
12%
19
41%
12%
19
154
13-15
AGE
59%
10%
23
60%
20%
48
63%
13%
31
65%
16%
37
78%
3%
7
66%
9%
21
52%
35%
82
71%
28%
65
68%
60%
142
62%
13%
31
59%
11%
27
235
16-17
-
-
8%
13%
3
8%
26%
6
8%
17%
4
5%
13%
3
0
3%
4%
1
6%
39%
9
9%
35%
8
7%
61%
14
8%
17%
4
4%
9%
2
23
AFRICAN
AMERICAN
ETHNICITY
82%
11%
32
76%
21%
61
76%
12%
37
75%
14%
43
78%
2%
7
75%
8%
24
75%
39%
117
74%
23%
68
74%
52%
155
78%
13%
39
80%
12%
37
297
ANGLO
AMERICAN
10%
6%
4
16%
19%
13
16%
12%
8
19%
16%
11
22%
3%
2
22%
10%
7
20%
45%
31
17%
23%
16
19%
58%
40
14%
10%
7
15%
10%
7
69
OTHER
ETHNICITY
38%
19%
15
16%
16%
13
24%
15%
12
25%
17%
14
11% -
1% -
1
22%
9%
7
21%
41%
33
26%
30%
24
19%
48%
39
18%
11%
9
22%
12%
10
81
CENTRAL
REGION
18%
8%
7
21%
19%
17
20%
11%
10
12%
8%
7
0
19%
7%
6
17%
29%
26
30%
31%
28
26%
59%
54
12%
7%
6
17%
9%
8
91
NORTH
15%
7%
6
19%
18%
15
24%
15%
12
19%
13%
11
33%
4%
3
25%
10%
8
24%
46%
38
22%
24%
20
17%
44%
36
34%
21%
17
17%
10%
8
82
SOUTHWEST
28%
8%
11
44%
26%
35
31%
11%
15
44%
19%
25
56%
4%
5
34%
8%
11
38%
44%
60
22%
15%
20
38%
59%
80
36%
13%
18
43%
15%
20
135
TIDEWATER
58
Other
WGN
WE (Women’s Entertainment
Channel)
WB (Warner Brothers Channel)
VH1
USA
TVLAND
Toon
TNT
TLC (The Learning Channel)
The Weather Channel
TBS
Style Network
11%
36%
33
21%
34%
34
22%
30%
29
19%
30%
12%
100%
96
25%
100%
115
30%
100%
97
25%
100%
41%
17
47
100%
49%
100%
27%
29%
24%
26%
45
92
42
38%
100%
31%
17%
17%
102
26
68
100%
21%
100%
5%
11%
21%
7%
17
80
8
41%
100%
23%
9%
9%
26
14
34
100%
36%
100%
3
18%
20%
2%
28
77
13
31%
100%
3%
5
3%
16
4%
155
MALES
GENDER
389
TOTAL
SAMPLE
59%
26%
60
69%
8%
18
77%
4%
10
70%
29%
68
70%
35%
81
66%
27%
63
64%
13%
30
51%
20%
47
62%
18%
42
79%
27%
63
59%
9%
20
64%
21%
49
69%
5%
11
234
FEMALES
44%
29%
45
27%
5%
7
38%
3%
5
39%
25%
38
32%
24%
37
30%
19%
29
36%
11%
17
46%
27%
42
32%
14%
22
29%
15%
23
35%
8%
12
32%
16%
25
25%
3%
4
154
13-15
AGE
56%
24%
57
73%
8%
19
62%
3%
8
61%
25%
59
68%
33%
78
70%
29%
67
64%
13%
30
54%
21%
50
68%
20%
46
71%
24%
57
65%
9%
22
68%
22%
52
75%
5%
12
235
16-17
4%
17%
4
4%
4%
1
-
-
0
10%
43%
10
9%
43%
10
8%
35%
8
6%
13%
3
5%
22%
5
9%
26%
6
8%
26%
6
12%
17%
4
12%
39%
9
-
-
0
23
AFRICAN
AMERICAN
ETHNICITY
76%
26%
78
81%
7%
21
85%
4%
11
71%
23%
69
70%
27%
81
72%
23%
69
79%
12%
37
73%
23%
67
72%
16%
49
78%
21%
62
65%
7%
22
71%
19%
55
63%
3%
10
297
ANGLO
AMERICAN
20%
29%
20
15%
6%
4
15%
3%
2
19%
26%
18
21%
35%
24
20%
28%
19
15%
10%
7
22%
29%
20
19%
19%
13
15%
17%
12
24%
12%
8
17%
19%
13
38%
9%
6
69
OTHER
ETHNICITY
23%
28%
23
31%
10%
8
46%
7%
6
19%
22%
18
23%
33%
27
26%
31%
25
19%
11%
9
22%
25%
20
24%
20%
16
20%
20%
16
26%
11%
9
25%
23%
19
19%
4%
3
81
CENTRAL
REGION
21%
23%
21
12%
3%
3
15%
2%
2
28%
30%
27
26%
33%
30
21%
22%
20
21%
11%
10
16%
16%
15
16%
12%
11
19%
16%
15
18%
7%
6
19%
16%
15
31%
5%
5
91
NORTH
24%
29%
24
31%
10%
8
23%
4%
3
21%
24%
20
22%
30%
25
21%
24%
20
30%
17%
14
24%
27%
22
24%
20%
16
21%
21%
17
24%
10%
8
22%
21%
17
44%
9%
7
82
SOUTHWEST
33%
25%
34
27%
5%
7
15%
1%
2
33%
24%
32
29%
24%
33
32%
23%
31
30%
10%
14
38%
26%
35
37%
19%
25
40%
24%
32
32%
8%
11
34%
19%
26
6%
1%
1
135
TIDEWATER
59
Other
Talk shows
Sports
Soap operas
Sci-Fi
Reality
News (local news, CNN, etc)
Music television (MTV, VH1, etc.)
Movies
Game shows
Entertainment News
(Entertainment Tonight, Access
Hollywood, etc.)
Drama
36%
36
23%
43%
41
26%
33%
53
34%
62%
8
5%
27%
62
40%
63%
23
15%
35%
43
28%
37%
22%
100%
123
32%
100%
85
22%
100%
30
8%
100%
99
25%
100%
66
17%
100%
115
30%
100%
39%
100%
84
67%
69%
100%
104
268
79
39%
100%
51%
26%
26%
222
40
103
57%
33%
100%
29%
100%
31
27%
37%
20%
42
143
95
41%
100%
24%
131
85%
322
Comedy
83%
155
389
MALES
GENDER
TOTAL
SAMPLE
63%
31%
72
65%
18%
43
37%
16%
37
73%
9%
22
38%
14%
32
67%
35%
82
57%
21%
48
64%
61%
143
61%
70%
164
61%
27%
63
67%
27%
64
71%
43%
101
59%
82%
191
234
FEMALES
49%
36%
56
29%
12%
19
35%
23%
35
43%
8%
13
39%
21%
33
38%
31%
47
30%
16%
25
34%
49%
75
38%
66%
101
46%
31%
47
36%
22%
34
31%
29%
44
39%
82%
127
154
13-15
AGE
51%
25%
59
71%
20%
47
65%
27%
64
57%
7%
17
61%
22%
52
62%
32%
76
70%
25%
59
66%
63%
147
62%
71%
167
54%
24%
56
64%
26%
61
69%
42%
99
61%
83%
195
235
16-17
4%
22%
5
8%
22%
5
7%
30%
7
7%
9%
2
5%
17%
4
9%
48%
11
8%
30%
7
7%
65%
15
4%
52%
12
6%
26%
6
4%
17%
4
7%
43%
10
6%
83%
19
23
AFRICAN
AMERICAN
ETHNICITY
73%
28%
84
83%
19%
55
80%
27%
79
83%
8%
25
78%
22%
66
75%
31%
92
77%
22%
65
74%
55%
164
77%
69%
206
83%
29%
85
77%
25%
73
78%
37%
111
76%
82%
245
297
ANGLO
AMERICAN
23%
38%
26
9%
9%
6
13%
19%
13
10%
4%
3
18%
22%
15
16%
29%
20
14%
17%
12
19%
62%
43
19%
72%
50
12%
17%
12
19%
26%
18
15%
32%
22
18%
84%
58
69
OTHER
ETHNICITY
Q6 - WHAT TYPES OF TV SHOWS DO YOU WATCH THE MOST?
22%
31%
25
26%
21%
17
20%
25%
20
27%
10%
8
25%
26%
21
20%
31%
25
26%
27%
22
18%
49%
40
21%
69%
56
20%
26%
21
21%
25%
20
22%
38%
31
21%
85%
69
81
CENTRAL
REGION
14%
18%
16
17%
12%
11
23%
25%
23
17%
5%
5
13%
12%
11
22%
30%
27
20%
19%
17
23%
56%
51
21%
60%
55
22%
25%
23
19%
20%
18
20%
32%
29
25%
90%
82
91
NORTH
27%
38%
31
23%
18%
15
25%
30%
25
27%
10%
8
25%
26%
21
21%
32%
26
19%
20%
16
20%
55%
45
22%
73%
60
21%
27%
22
19%
22%
18
24%
43%
35
19%
76%
62
82
SOUTHWEST
37%
32%
43
35%
17%
23
31%
23%
31
30%
7%
9
38%
24%
32
37%
33%
45
35%
21%
29
39%
64%
86
36%
72%
97
36%
27%
37
41%
29%
39
34%
36%
48
34%
81%
109
135
TIDEWATER
60
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
North
North
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
GENDER AGE REGION
White or Anglo American
African American
ETHNICITY
Q7-CURRENTLY, WHAT TV SHOWS ARE YOUR FAVORITES? LIST YOUR TOP
THREE.
1. The Simpsons 2. That 70's Show 3. Friends
Boy Meets World The Fresh Prince of Bel Air The Carol Burnett Show
Charmed ILoveLucy SpongeBob
Coc files Pet Star Funniest Home Videos
Extreme Makeover Extreme Makeover: House Edition SURVIVOR
friends, simpsons, sea lab 2020
Friends,pimp my ride,spongebob squarepants,
lizza micgiura sabrina the teenage wich 7th Heaven switched knock first
sponge bob rugrats all gorwn up fairly odd parents
survivor,friends,raymond
The Simpsons
The Simpsons Star Treck The Next Generation Star Treck Deep Space Nine
I like NewsNight with Aaron Brown; Paula Deen, Alton Brown, Nigella Lawsonon the
Food Network; Martha Stewart; Andy Griffith Show
1.)7th Heaven 2. Totally Spies 3. American Idle
7th Heaven, Totally Spies, and American Idol
American Idol, Eat a pizza, Who wants to be a millionare
Cosby Show Different World The Smurfs
CSI, Pimp My Ride, and Alias
Degrassi,Dedicated Live,The Real World
simpsons-friends-the oc
The Parkers Moesha MTV- Music Countdown
The Simpsons, Malcolm in the Middle and Family Feud
TruCalling,That 70's show,E! hollywood storys
Viva La Bam, Punk'd, and Friends
70's show, oc, real world
amanda show that's so raven amazing animals
Charmed, OC, Real World
CSI:Miami the O.C Spongebob Squarepants
Disney,BET and Nickelodean
Inuyasha, Wolf's rain, and angel
61
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
SouthPark CrankerYankers FullHouse
Thats so Raven Thats my baby Adoption Tails
Thats so Raven, Pimp my ride, Music Videos, Mtv Cribs,
Trading spaces, fear factor, and csi
Degrassi, My So Called Life, 7th Heaven
FullHouse 7thheaven theOC
Full House All Grown Up The Proud Family
That's So Raven Pimp My Ride Punked
That's so Raven, Passions, General Hospital
1. Fairly Odd Parents 2. Kids Next Door 3. Totally Spies
7th Heaven As Told by Ginger Survivor
all grown up,full house,and the simpsons
Angel, Buffy the Vampire Slayer and Smallville
charmed, the nanny, kim possible, that's so raven
, static shock, pokemon advanced, totally spies
Ed,Edd,& Eddy; Courage the Cowardly Dog, Comedy Central Presents
Friends, Sabrina the Teenage Witch, Spongebob
Full House,7th Heaven,Thats so Raven
Good Eats, 30 Minute Meals, and Ripley's Believe it or Not
one on one , half and half
one tree hill its all relative smart guy
Smallville, The OC, One on One
spongebob recess allgrownup
Survivor, Golden Girls, and The Nanny
Switched,The Real World,Drake and Josh
That70'sShow
ThePractice
AmericanIdol
the daily show with Jon Steward, Hardball with Chris M...., Tripping the Rift
the simpsons, two and a half men, and mtv's pimp my ride
Will and Grace, Friends,and Rugrats all Growed Up
wrestling,movies,punk'd
WWE Smackdown x-men Evelution Static Shock
62
14
14
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
North
North
North
Southwest
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
Southwest
North
North
North
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
Friends, Jeopardy, Style Court
I like schrubs
one tree hill, alias, the practice, punk'd, pimp my ride, gilmore girls, reba, grounded for
life, what i like about you,
The O.C. Real World/Road Rules Challenges (The Inferno) American Idol
The Simpsons, Law and Order, Seinfeld
The Simpsons, Spongebob Squarepants, Seinfield
Punk'd, Real World, Road Rules, 7th Heaven,
Americanidol survivor x-files
friends thatssoraven trl
Gilmore Girls, One Tree Hill, and Will and Grace
MTV Jams and B.E.T
Queer Eye For the Straight Guy The Simpsons South Park
real world...road rules/real world challenge fear factor
Friends Simpsons 7thHeaven
punk'd inferno onetreehill
the OC, Chapelle Show, Wild boyz
1. Everwood 2. Simpsons 3. Chapelle's Show
kim possibly,sister sister
Lingo The Simpsons Whatever's on HBO
MTV Videos The Dave Charpelle Show South Park
the oc, law and order, simpsons, snl, king of the hill, best week ever
The Simpsons, Saturday Night Live, InuYasha
PASSIONS, IT'S INTERESTING, I LOVE THE DIFFRENT CHARECTERS, AND i
LOVE SASPENCE
7th heaven boy meets world the oc
7th heaven full house step by step
Charmed, Everwood, Gilmore Girls
Freinds,Seinfield,
Friends Punked Dawson'sCreek
Surviver,American Idol,Star Search
63
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
15
15
15
15
15
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Southwest
Southwest
Southwest
Tidewater
Tidewater
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
survivor Recess AmericanIdol
Switched, Knock First, Full House
The oc, survivor
Daria Degrassi Friends
the oc, most extreme elimination challenge, how to boil water
full house trl sucker free sunday
24, Friends, Law & Order SVU
Alias Friends 7thHeaven
american idol, oswald, franklin
Charmed CSI DaveChappelle
Crossing Jordan, Trading Spaces,Sponge Bob Squarepants
Fairly Odd Parents
Friends servivor
Friends, Passions, and 24
Gilmore Girls Real World The Simpsons
Joan of Arcadia Cold Case Survivor
Passions, The Parkers, Eve
Pimp My Ride, True Life, Room Raiders, MAD TV
punked, The OC, Charmed
Seinfeld JoanofArcadia CSI
sivior,THe simpsons,full house
Spongebob Squarepants Everwood Malcolm in the middle
Spongebob Squarepants Golden Girls Jerry springer
unwrapped, FUSE, your weather today
WhileYouWereOut 7thHeaven Charmed
I can't really say I have a favorite. I watch TV, but not enough to keep track of one show.
American idol, Full House, The Weekenders
every body loves raymond, comedy central
Friends, Makeover Story, OC
GilmoreGirls theO.C. Friends
made , life of singers and real world
64
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
GENDER AGE REGION
African American
Other Ethnicity
Other Ethnicity
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
OC, FRIENDS
The Apprentice Washington Journal (c-span) Makeover Story & Dating Story (TLC)
TheO.C. ER Alias
the o.c.!!!!, E.R., friends, one tree hill, madtv, and sat. night live are my favorites.
The O.C., One Tree Hill, and Tru Calling
Tru Calling, Futurama, Scrubs
charmed, what i like about u, teen titans
Subterrenean on MTV The Simpsons The Steve Harvey Show
the West Wing, Will and Grace, and the Gilmore Girls
1. Who's Line Is It Anyway? 2. Fear Factor 3. Tripping the Rift
Americal idol, OC, 24
Americon Iodl, Ryan Seacrest Show, Simpsons
Cartoon Network, Nickelodeon, MTV, VH1
Charmed, Crossing Jordan, Jeopardy
csi angel mxc
CSI Thesimpsons SouthPark
Even Stevens That 70 show Sponge bob square pants
i mostly watch movies. i don't watch a lot of shows on a regular basis.
Jeopardy, The Simpsons, The 70's show
lizzymcguire heyarnold trl
OC
oc, law and order
One tree Hill Gilmore Girls the OC What I like about you
pokemon,teen titans,and yu-gi-oh!.
Thats So Raven, Rugrats, Hey Arnold
TheBrakShow InvaderZim RoomRaiders
theo.c. survivor thebachelor
The Real World, A Make-over story, 7th Heaven
the tonight show, world wresling federation Raw, law and order
7 th heaven, trl, punkd
7th Heaven, Scooby Doo, Whose line is it anyways?
65
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
American idol Evenstevens Real world/road rules
Charmed Angel Buffy the Vampire Slayer
degrassi mywifeandkids martin
Kingdom Hospital, One Tree Hill, and Extreme Mackover Home Edition.
OC Everwood Friends
One tree hill, friends
sabrina, saturday night live, spongebob, fairley odd parents, life in the ER, kim possible,
thats so raven, that seventies show, friends
Simsons x-files cheppelle'sshow
South Park, 7th Heaven, and The Nanny
That's SO Raven Any movie that's on SpongeBob
thats so raven, lizzie mcguire, and more like that
That's So Raven, Totally Spies, Spongebob Squarepants
mad tv, friends, stand up comedy
Real World The Oc anything on discovery health
1. The Real World 2. Nip/Tuck 3. Animal Cops
Best Week Ever, I Love the 80s, Survivor
Charmed TheO.C. OldTreeHill
Fear Factor, The Real World, and Wheel of Fortune
Lizzie Mcguire, Boy Meets World, 7th Heaven
MTV shows like Newlyweds and Punkd
oc,american idol,forensic flies
simpsons, csi las vegas, cold case
stand up comedies, the nanny, friends, dave chepell show
The Bachelor One Tree Hill Rocket Power
The O.C. , One Tree Hill, Real World
The OC Gilmore Girls The Sopranos
The OC, One Tree Hill, Fear Factor
The OC, Real World San Diego and Friends
The OC, The Real World, and TRL
Charmed Will & Grace A different World
66
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
Central
Central
Central
GENDER AGE REGION
African American
African American
African American
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
Other Ethnicity
ETHNICITY
THREE.
Newlyweds, Bachelor, Saved by the Bell
106 and park, everything on the Disney Chanel, and Fighting Temptations
Angel, Alias, Friends, Las Vegas, Joan of Arcadia, Will & Grace, 8 Simple Rules, What I
like about you, Tru Calling
Angel, Buffy and Charmed
Chappelle Show, Southpark, Real World Las Vegas
Degresse The O.C. American Dreams
Friends TheOC RealWorld SouthPark ChapellsShow
Friends, Real World vs Road Rules, American Idol
Golden Girls American Idol local news
joan of arcadia, csi, what not to wear(bbc)
OC, 7th Heaven
Pet Pyschic, Ed, Edd, and Eddy, and SNL
Survivor, Friends, and Real World
OneTreeHill GilmoreGirls O.C.
One Tree Hill, Friends, The OC
Passions I'm Still Alive That 70's Show
The OC, One Tree Hill, Friends
The OC, Real World, One Tree Hill
Charmed, Smallville, Will & Grace
general hospital vh1 fabulous life real world
TheO.C. Law&Order Chapelle'sShow
The O.C., Friends,American Idol
1. Friends 2. Sex in the City 3. Will and Grace
American Idol, The Swan, and The Fab. Life of...
Friends, OC, Saturday Night Live, West Wing
Friends, Simpsons, Late Night w/ Conan O'Brien
Friends, The Real World, The Bachelor
Real World, Scrubs,
Sex and the City, Degrassi: the new generation (nogin), Friends
simpsons, o.c.
67
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Male
Male
Male
Male
Male
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
13
13
13
13
13
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
North
GENDER AGE REGION
Other Ethnicities
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
ETHNICITY
THREE.
The O.C., Friends, The Simpsons
Will & Grace CSI Saturday Night Live
American Dreams, CSI Las Vegas, and Dr. Phil.
American Idol 7th Heaven Survivor
Friends, Kim Possible, American Dreams
real world san diago, faimly guy, aqua team hunger force
Surviver CSI Andy Griffith (Mayberry)
The O.C., The Restaurant, South Park, Mission Hill
Cosby Show, Spongebob Squarepants, Survivor
ONE ON ONE THE PARKERS GIRLFIRENDS ALL ON UPN
made TRL roomraiders
OneTreeHill Charmed Everwood
Spongebob american idol that 70's show
Jackass, Dave Chapell, South Park, Metabots
Real World, Making the Band 2, Baseball Tonight
3. flameworthy music on cmt 2. oprah 1. scrubs
all shows on what's going on in Irac and "The Simpson's"
Cold Case,The Bachelor,Newlyweds
InuYasha, Queer Eye For the Strait Guy, YuYu Hakusho.
OneTreeHill CSI ChicagoHope
OneTreeHill VivaLaBam SouthPark
Recess, Golden Girls, and Dateline
The Famous Life of... That's so Raven The Nanny
The OC, Family Guy, and Pimp my Ride
The West Wing, Law and Order, Queer Eye for the Straight Guy
CODE LYOKO DRAGONBALLZ DRAGONBALL
family guy, futurama, shorties watching shorties
inuyasha billcosby cowboybebob
tripping the rift south park
Survivor, Braves baseball,around the horn
68
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
14
14
14
14
14
14
14
14
14
14
14
14
14
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
North
North
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
Southwest
North
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
Other Ethnicities
ETHNICITY
THREE.
MTV, Fear Factor. Bachloreette, Spomge Bob, Lizzy McGuire, Even Stevens, Sister
Sister, VHI
beyblade shaman king
Mad TV Fairly OddParents Yu YU Hakusho
southpark, simpsons
1. That 70's Show 2. The Simpsons 3. 24
1.Megas XLR 2.Jackie Chan 3. Duel Masters
Ed Edd and Eddy Simpsons Who's line is it Anyway
Ed,Edd,and Eddy,Fooly Cooly,X Play
er, friends, scrubs
fearfactor simpsons friends
Friends, Crossing Jordan, Law and Order.
Pokemon
scare tactics,mxc,pokemon
smallville, anle, southpark
South Park,Viva la bam,Pimp My Ride
Spongebob,DBZ,DBGT
Yu Yu Hakusho Dragon Ball GT Law and Order
law and order, csi
southpark mxc familyguy
south park, dave chappelle
sportscenter, real world, king of queens
stargate charmed all star treks
1. The Simpsons 2. Seinfeld 3. Arrested Development
Simpsons, Friends, and Arrested Devolpement
1. Gundam Wing 2. COmedy Central 3. News
CSI:Crime scene envestigators, CSI Miami, whos line is it anyway?
Punk'd
Static Shock Faerie odd Parents The Simpons
the chappelle show modern marvles viva la bam
1. The Simpsons 2. Dedicate Live 3. Frasier
69
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
14
14
14
14
14
14
14
14
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
1.Rurouni Kenshin 2.Saturday Night Live 3.Baseball Tonight
csi, simpsons, dave chappelle
Farily Odd parents Full House Pimp my ride
Inuyasha, The Family Guy, Aquateen Hunger Force
oc, survivor
real world
south park and family guy
MTV BET NICK
pimp my ride 106&park danny phantom
fullhouse baseball hockey
Spongebob squarepants, Yu-Gi-Oh,
survivor, the real world, american idol
The Fresh Prince of Bel-Air, Dragon Ball G-T, and The Drew Carey Show
survivor, spongebob,apprentice
1junkyard wars 2gundam 3dragon ball z
csi, still alive, simpsons
most extreme elimination code:lyoko cowboy bebop
Muant-X, simpsons, smallvill
The OC, The simpsons, Family guy
South Park, Myth Busters, Seinfeld
Code Lyoko, Yu Yu Hakisho, Yu Gi Oh
Capelles Show Two and A half men The Simpsons
1.pokemon 2.full house 3.teen nick
South Park Sport Center Family Guy
spongebob, fairly odd parents,dragonballz
Survivor Hope and Faith That's so Raven
zoids gundam dbz
1.)Seinfeld 2.)Friends 3.)Fear Factor
cops, chappelle show, south park
South Park NHL playoffs Real World
The Chapelle Show South Park The Simpsons
70
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
North
GENDER AGE REGION
Other Ethnicities
Other Ethnicity
ETHNICITY
THREE.
Chapelle's Show, Crank Yankers, Southpark
Digimon, Pokemon, Godzilla
Friends, Still Standing, King of Queens
Penn & Teller: Bullshit! Deadwood The Sopranos
POKEMON
Real Time With Bill Maher Mythbusters CNN Headline News
talkshow realityshow sitcoms
Yu-ghi-oh, Poke`mon, and "grin adventures of Billy and Mandy"
comedy such as comedy central and stand up
oc, will and grace, friends
1. friends 2. sienfield 3. american idol
comedy central saturday night live 24
CSI:Crime Scene Investigation Survivor 24
Dave Chappelle Show, Punk'd, OC
Espn Espn Espn
Most extreme elimination challenge any show with music videos south park
south park, the real world, simpsons
Spike TV's Most Extreme Elimination Challenge, OLN's Paintball World Cups, Fox's
Simpsons
steveharvey theparkers pokemon
Sue Thomas FBI Diagonis Murder It's A Miracle
The Chapelle Show, Viva La Bam, Wild Boys
The Simpsons, Strong Medicine, Judging Amy
Yu-Gi-Oh! Futurama FamilyGuy
1) scrubs 2) mail call 3) american dreams
dave chappelle
dave chappelle, pimp my ride
Dawson's Creek Pimp My Ride Mad TV
dragon ball z, paintball wars, robot wars
Family Guy, Dedicate live, pimp my ride
Forensic Files, All My Children, and The Price is Right
71
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
17
17
17
17
17
17
17
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Central
Central
Central
Central
Central
Central
Central
Central
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
Other Ethnicity
African American
African American
Other Ethnicities
Other Ethnicities
ETHNICITY
THREE.
Friends, Will and Grace, Sopranos
Law and order E R
MadTV rugrats hey arnold
MTv UPN20 BEt Nick
Simpsons, Angel, Friends
Simpsons, south park, csi
stargate gc1 angle Comedy cenral presents
SURVIOR, TRADING SPACES, WELL YOU WERE OUT!,
The Simpsons Teen Titans Xiaolin Showdown
DaveChapellShow Toonmai MADTV
law tv
Chappelle show Legends of the hidden temple and insomniac
simpsons simpsons simpsons
Angel Survivor Space Ghost Coast to Coast
Around the Horn, Sports Center, Pardon the Interruption
Drago Ball-Z, Megas XLR, Mad Tv, Fairly Oddparents, and Danny Fantom
er
ER
er, scrubs, apprentice
Oz Friends Anything with Ted Nugent
South Park Daria HBO Presents movies
Star Trek: The Next Generation, South Park, Daily Show with John Steward, Simpsons,
Futurama
Sports Center Friends and the Simpsons
106 & Park, WWE Smackdown, WWE Raw
ChappelleShow SouthPark O.C
comedy central
Family Guy South Park The Daily Show
Jeopardy, Survivor, Iron Chef
Simpsons
Southpark, Simpsons, Family Guy
72
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
African American
Other Ethnicities
Other Ethnicity
Other Ethnicities
African American
African American
African American
Other Ethnicities
ETHNICITY
Tidewater White or Anglo American
Central
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
THREE.
Sportscenter. The Simpsons. The OC
Late show with David Letterman, Real World, Making the Band II
OC
Wild Discovery, Maodern Marvels, Histories Mysteries
1. Simpsons 2. Ed, Edd, and Eddy 3. Family Guy
OC, Survivor, Scrubs
OC, Vina La Bam
survivor
smallvile friends wil&grace
1-Who's Line is it Anyway? 2-Simpsons 3-Family Guy
Chapelle Show, South Park, Sportscenter
lio and stich
Simpsons, Blind Date, That 70's show
Sportscenter Survivor: All-Stars Trigger Happy TV
106&park Dabassment thecenter
Friends,simpsons,american idol
MATLOCK NYPD BLUE THAT'S SO RAVEN
The Bassment, Pimp my ride, and NBA playoffs
24, Oprah, "State of Play" on BBC America
Buffy,Angel,Charmed
chapelle show,south park,any history show
chapelles show southpark the daily show
chappelle show comedy central stand up real world
Conan O´Brien Late nite and Dave chappelle
CSI(both) Law&Order(all) 3rdWatch Charmed
Even Stephens Friends Law and Order: SVU
family guy, futurama, south park, chappels show, american choppers, boy meets world,
modern marvels, e! true hollywood story
History Documentaries Dragonball Z/Tunami
Junkyard Wars Viva La Bam Late-Night Standup
MXC DaveChappelle Friends
73
Male
Male
Male
Male
Male
Male
Male
Male
17
17
17
17
17
17
17
17
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
ETHNICITY
THREE.
MXC, Chappelle's Show and Pimp My Ride
NHL 2Night Teenage Mutant Ninja Turtles Chapelle's Show
Saturday Night Live, Reno 911, Trigger Happy TV
simpsons
South Park, Seinfeld, Late Night with Conan O'Brian
south park, sopranos, dave chapelle show
sportscenter,fresh prince of belair,horsepower tv
The Price is Right Everybody Loves Raymond ER
74
No
Yes
148
91%
40%
15
9%
56%
373
93%
100%
27
7%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
44%
5%
12
60%
95%
225
237
FEMALES
52%
9%
14
38%
91%
143
157
13-15
AGE
48%
5%
13
62%
95%
230
243
16-17
4%
4%
1
6%
96%
22
23
AFRICAN
AMERICAN
ETHNICITY
78%
7%
21
77%
93%
286
307
ANGLO
AMERICAN
19%
7%
5
17%
93%
65
70
OTHER
ETHNICITY
Q8 - DO YOU WATCH MOVIES IN THE MOVIE THEATER?
37%
12%
10
20%
88%
75
85
CENTRAL
REGION
19%
5%
5
24%
95%
88
93
NORTH
19%
6%
5
22%
94%
82
87
SOUTHWEST
26%
5%
7
34%
95%
128
135
TIDEWATER
75
More than 6 times a month
5-6 times a month
3-4 times a month
102
69%
37%
33
22%
46%
6
4%
40%
7
5%
58%
275
100%
71
19%
100%
15
4%
100%
12
3%
100%
1-2 times a month
74%
148
373
MALES
GENDER
THOSE WATCH MOVIES
TOTAL
SAMPLE
42%
2%
5
60%
4%
9
54%
17%
38
63%
77%
173
225
FEMALES
50%
4%
6
27%
3%
4
39%
20%
28
38%
73%
105
143
13-15
AGE
50%
3%
6
73%
5%
11
61%
19%
43
62%
74%
170
230
16-17
-
-
0
7%
5%
1
10%
32%
7
5%
64%
14
22
AFRICAN
AMERICAN
ETHNICITY
92%
4%
11
67%
3%
10
70%
17%
50
78%
75%
215
286
ANGLO
AMERICAN
8%
2%
1
27%
6%
4
20%
22%
14
17%
71%
46
65
OTHER
ETHNICITY
Q9 - HOW OFTEN DO YOU GO TO THE MOVIES?
25%
4%
3
33%
7%
5
17%
16%
12
20%
73%
55
75
CENTRAL
REGION
33%
5%
4
7%
1%
1
24%
19%
17
24%
75%
66
88
NORTH
17%
2%
2
27%
5%
4
10%
9%
7
25%
84%
69
82
SOUTHWEST
25%
2%
3
33%
4%
5
49%
27%
35
31%
66%
85
128
TIDEWATER
76
I don’t know
NC-17
R
PG-13
PG
G
THOSE WATCH MOVIES
22
15%
37%
46
31%
34%
114
77%
36%
89
60%
44%
13
9%
52%
2
1%
40%
60
16%
100%
137
37%
100%
314
84%
100%
203
54%
100%
25
7%
100%
5
1%
100%
148
MALES
GENDER
373
TOTAL
SAMPLE
60%
1%
3
48%
5%
12
56%
51%
114
64%
89%
200
66%
40%
91
63%
17%
38
225
FEMALES
60%
2%
3
24%
4%
6
24%
34%
49
39%
87%
124
51%
49%
70
57%
24%
34
143
13-15
AGE
40%
1%
2
76%
8%
19
76%
67%
154
61%
83%
190
49%
29%
67
43%
11%
26
230
16-17
-
-
0
4%
5%
1
8%
73%
16
5%
68%
15
6%
36%
8
2%
5%
1
22
AFRICAN
AMERICAN
ETHNICITY
100%
2%
5
84%
7%
21
74%
53%
151
77%
85%
242
79%
38%
108
85%
18%
51
286
ANGLO
AMERICAN
-
-
0
12%
5%
3
18%
55%
36
18%
88%
57
15%
32%
21
13%
12%
8
65
OTHER
ETHNICITY
-
-
0
24%
8%
6
20%
55%
41
20%
83%
62
23%
43%
32
27%
21%
16
75
CENTRAL
REGION
20%
1%
1
24%
7%
6
23%
52%
46
24%
85%
75
18%
27%
24
13%
9%
8
88
NORTH
Q10 - THINK ABOUT THE MOVIES THAT YOU WATCH AT THE MOVIE THEATER. WHAT ARE THEY USUALLY RATED?
40%
2%
2
28%
9%
7
19%
46%
38
24%
91%
75
25%
41%
34
28%
21%
17
82
SOUTHWEST
40%
2%
2
24%
5%
6
38%
61%
78
32%
80%
102
34%
37%
47
32%
15%
19
128
TIDEWATER
77
Never
Hardly ever
Sometimes
Most of the time
Always
THOSE WATCH MOVIES
35
24%
42%
48
32%
38%
28
19%
30%
22
15%
42%
15
10%
83%
83
22%
100%
127
34%
100%
93
25%
100%
52
14%
100%
18
5%
100%
148
MALES
GENDER
373
TOTAL
SAMPLE
17%
1%
3
58%
13%
30
70%
29%
65
62%
35%
79
58%
21%
48
225
FEMALES
44%
6%
8
37%
13%
19
37%
24%
34
38%
34%
48
41%
24%
34
143
13-15
AGE
56%
4%
10
63%
14%
33
63%
26%
59
62%
34%
79
59%
21%
49
230
16-17
6%
5%
1
8%
18%
4
4%
18%
4
6%
32%
7
7%
27%
6
22
AFRICAN
AMERICAN
ETHNICITY
83%
5%
15
73%
13%
38
81%
26%
75
71%
31%
90
82%
24%
68
286
ANGLO
AMERICAN
11%
3%
2
19%
15%
10
15%
22%
14
24%
46%
30
11%
14%
9
65
OTHER
ETHNICITY
33%
8%
6
15%
11%
8
27%
33%
25
20%
33%
25
13%
15%
11
75
CENTRAL
REGION
17%
3%
3
19%
11%
10
20%
22%
19
26%
38%
33
28%
26%
23
88
NORTH
Q11 - HOW OFTEN DO YOU PAY ATTENTION TO THE COMMERCIALS SHOWN BEFORE THE MOVIE BEGINS?
11%
2%
2
25%
16%
13
19%
22%
18
21%
33%
27
27%
27%
22
82
SOUTHWEST
39%
5%
7
40%
16%
21
33%
24%
31
33%
33%
42
33%
21%
27
128
TIDEWATER
78
No
Yes
158
97%
40%
5
3%
83%
394
99%
100%
6
2%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
17%
0
1
60%
100%
236
237
FEMALES
50%
2%
3
39%
98%
154
157
13-15
AGE
50%
1%
3
61%
99%
240
243
16-17
-
-
0
6%
100%
23
23
AFRICAN
AMERICAN
ETHNICITY
83%
2%
5
77%
98%
302
307
ANGLO
AMERICAN
17%
1%
1
18%
99%
69
70
OTHER
ETHNICITY
Q12 - DO YOU GO ON THE INTERNET?
17%
1%
1
21%
99%
84
85
CENTRAL
REGION
33%
2%
2
23%
98%
91
93
NORTH
50%
3%
3
21%
97%
84
87
SOUTHWEST
-
-
0
34%
100%
135
135
TIDEWATER
79
Never
Hardly ever
Sometimes
Most of the time
Always
THOSE GO ON THE INTERNET
5
3%
50%
8
5%
62%
19
12%
41%
55
35%
39%
71
45%
38%
10
3%
100%
13
3%
100%
46
12%
100%
140
36%
100%
185
47%
100%
158
MALES
GENDER
394
TOTAL
SAMPLE
62%
48%
114
61%
36%
85
59%
11%
27
38%
2%
5
50%
2%
5
236
FEMALES
38%
45%
70
40%
36%
56
41%
12%
19
31%
3%
4
50%
3%
5
154
13-15
AGE
62%
48%
115
60%
35%
84
59%
11%
27
69%
4%
9
50%
2%
5
240
16-17
-
-
3%
26%
6
7%
43%
10
9%
17%
4
23%
13%
3
0
23
AFRICAN
AMERICAN
ETHNICITY
81%
49%
149
71%
33%
100
76%
12%
35
77% -
3% -
10
80%
3%
8
302
ANGLO
AMERICAN
16%
43%
30
21%
43%
30
15%
10%
7
0
20%
3%
2
69
OTHER
ETHNICITY
22%
49%
41
19%
31%
26
26%
14%
12
8%
1%
1
40% -
5% -
4
84
CENTRAL
REGION
24%
48%
44
25%
38%
35
20%
10%
9
23%
3%
3
0
91
NORTH
22%
48%
40
19%
32%
27
24%
13%
11
15%
2%
2
40%
5%
4
84
SOUTHWEST
Q13 - HOW OFTEN DO YOU PAY ATTENTION TO THE ADS THAT YOU SEE WHEN SURFING THE INTERNET (I.E. BANNERS, POP-UPS, EMAILS, ETC.)?
32%
44%
60
37%
39%
52
30%
10%
14
54%
5%
7
20%
1%
2
135
TIDEWATER
80
I don’t pay attention to any
online ads
Random emails from advertisers
Pop-ups
Online articles that recommend
products/services
Links to other sites
Banners
67%
100%
37%
8%
5%
100%
12
18
87
44%
100%
55%
9%
9%
235
15
34
60%
53%
100%
45%
100%
20
26%
23%
13%
41
91
38
47%
100%
10%
27
17%
58
15%
158
MALES
GENDER
394
TOTAL
SAMPLE
63%
63%
148
33%
3%
6
56%
8%
19
47%
8%
18
55%
21%
50
53%
13%
31
236
FEMALES
38%
58%
90
28%
3%
5
47%
10%
16
32%
8%
12
42%
25%
38
31%
12%
18
154
13-15
AGE
62%
60%
145
72%
5%
13
53%
8%
18
68%
11%
26
58%
22%
53
69%
17%
40
240
16-17
5%
48%
11
11%
9%
2
9%
13%
3
8%
13%
3
7%
26%
6
10%
26%
6
23
AFRICAN
AMERICAN
ETHNICITY
78%
61%
183
78%
5%
14
71%
8%
24
71%
9%
27
73%
22%
66
81%
16%
47
302
ANGLO
AMERICAN
17%
59%
41
11%
3%
2
21%
10%
7
21%
12%
8
21%
28%
19
9%
7%
5
69
OTHER
ETHNICITY
20%
55%
46
17%
4%
3
29%
12%
10
24%
11%
9
25%
27%
23
19%
13%
11
84
CENTRAL
REGION
27%
69%
63
11%
2%
2
29%
11%
10
13%
5%
5
12%
12%
11
21%
13%
12
91
NORTH
Q14 - WHAT TYPES OF ADS DO YOU PAY THE MOST ATTENTION TO WHEN SURFING THE INTERNET?
20%
56%
47
28%
6%
5
9%
4%
3
24%
11%
9
24%
26%
22
28%
19%
16
84
SOUTHWEST
34%
59%
79
44%
6%
8
32%
8%
11
39%
11%
15
38%
26%
35
33%
14%
19
135
TIDEWATER
81
Upload/Look at/Send photos
Send/read e-mails
Search dating sites
Search auction sites (Ebay)
Research/Information gathering
(school, work, personal)
Read the news
Purchase items (clothing,
electronics, tickets, etc.)
Play games with other people on
the Internet
Play games by myself
Find movies times and locations
Download (music, software, etc.)
Chat (instant messaging, chat
rooms)
Browse for items (clothing,
electronics, tickets, etc.)
56%
40%
56%
100%
34%
33
21%
56%
9
6%
69%
84
53%
34%
30
19%
37%
100%
59
15%
100%
13
3%
100%
244
62%
100%
81
21%
100%
43%
100%
56
25%
23%
35%
39
90
167
47%
100%
42%
36
23%
76
19%
58%
89
220
100%
33%
100%
78
23%
29%
49%
37
113
134
43%
100%
34%
83
53%
193
36%
100%
49%
100
63%
280
37%
100%
71%
58
37%
156
158
MALES
GENDER
40%
394
TOTAL
SAMPLE
63%
22%
51
66%
68%
160
31%
2%
4
44%
11%
26
66%
47%
111
57%
22%
51
53%
17%
40
42%
24%
56
60%
56%
131
67%
32%
76
57%
47%
110
64%
76%
180
63%
42%
98
236
FEMALES
19%
10%
15
33%
52%
80
-
-
0
25%
10%
15
29%
32%
49
21%
12%
19
30%
15%
23
44%
38%
59
49%
69%
107
31%
23%
35
27%
34%
53
36%
65%
100
33%
34%
52
154
13-15
AGE
81%
28%
66
67%
68%
164
100%
5%
13
75%
18%
44
71%
49%
118
79%
30%
71
70%
22%
53
56%
31%
75
51%
47%
113
69%
33%
78
73%
58%
140
64%
75%
180
67%
43%
104
240
16-17
5%
17%
4
5%
52%
12
-
-
0
7%
17%
4
6%
43%
10
7%
26%
6
5%
17%
4
8%
48%
11
6%
57%
13
6%
30%
7
5%
43%
10
5%
65%
15
8%
52%
12
23
AFRICAN
AMERICAN
ETHNICITY
86%
23%
70
77%
62%
188
85%
4%
11
85%
17%
50
76%
42%
127
79%
24%
71
83%
21%
63
80%
35%
107
76%
56%
168
76%
28%
86
79%
50%
152
78%
72%
218
75%
39%
117
302
ANGLO
AMERICAN
9%
10%
7
18%
64%
44
15%
3%
2
8%
7%
5
18%
43%
30
14%
19%
13
12%
13%
9
12%
23%
16
18%
57%
39
18%
29%
20
16%
45%
31
17%
68%
47
17%
39%
27
69
OTHER
ETHNICITY
17%
17%
14
21%
61%
51
31%
5%
4
25%
18%
15
20%
40%
34
27%
29%
24
24%
21%
18
18%
29%
24
23%
61%
51
19%
25%
21
20%
46%
39
20%
67%
56
19%
35%
29
84
CENTRAL
REGION
19%
16%
15
27%
73%
66
-
-
0
15%
10%
9
23%
43%
39
26%
25%
23
22%
19%
17
22%
33%
30
20%
47%
43
22%
27%
25
22%
46%
42
26%
79%
72
22%
38%
35
91
NORTH
Q15 - WHEN YOU ‘RE SURFING THE INTERNET WHICH OF THE FOLLOWING ARE YOU MOST LIKELY TO DO?
25%
24%
20
21%
61%
51
8%
1%
1
20%
14%
12
21%
42%
35
20%
21%
18
20%
18%
15
27%
43%
36
23%
60%
50
21%
29%
24
23%
54%
45
20%
67%
56
26%
48%
40
84
SOUTHWEST
40%
24%
32
31%
56%
76
62%
6%
8
39%
17%
23
35%
44%
59
28%
19%
25
34%
19%
26
33%
33%
44
35%
56%
76
38%
32%
43
35%
50%
67
34%
71%
96
33%
39%
52
135
TIDEWATER
82
Other
Write/read journals and/or blogs
24
15%
24%
38
24%
34%
98
25%
100%
113
29%
100%
158
MALES
GENDER
394
TOTAL
SAMPLE
66%
32%
75
76%
31%
74
236
FEMALES
47%
34%
53
31%
19%
30
154
13-15
AGE
53%
25%
60
69%
28%
68
240
16-17
5%
26%
6
3%
13%
3
23
AFRICAN
AMERICAN
ETHNICITY
77%
29%
87
80%
26%
78
302
ANGLO
AMERICAN
18%
29%
20
17%
25%
17
69
OTHER
ETHNICITY
21%
29%
24
19%
23%
19
84
CENTRAL
REGION
16%
20%
18
22%
24%
22
91
NORTH
Q15 - WHEN YOU ‘RE SURFING THE INTERNET WHICH OF THE FOLLOWING ARE YOU MOST LIKELY TO DO?
25%
33%
28
20%
24%
20
84
SOUTHWEST
38%
32%
43
38%
27%
37
135
TIDEWATER
83
AGE
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
GENDER
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
North
REGION
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
ETHNICITY
African American
Q16-NAME THE THREE WEBSITES THAT YOU GO TO THE MOST.
Delias Stateline Tack Dover Saddlery
nba.com, mlb.com, nfl.com
neopets disney fox
Neopets Msn MiniClip
Neopets, google, poop4u.com
neopets.com addistinggames.com furrypaws.com
subprofile.com, ffx-2.net, and buddy4u.com
www.disney.go.com www.neopets.com www.google.com
www.neopets.com www.funnyjunk.com www.rathergood.com
www.neopets.com www.soup-faerie.com www.airfaerie.com
xanga.com hotmail.com neopets.com
yahoo, aol, ebay
ebay, www.atkins.com, www.reuters.com
1. www.google.com.images, 2. www.neopets.com,
3.www.disney.go.com/disneychannel
1.) www.disney.go.com/disneychannel
2.) www.neopets.com
3.) www.google.com/images
neopets, mugglenet, google
Neopets,The-N,Fuse
neopets.com nick.com myscene.com
neopets.com,aol music,teen people the magazin
www.funnyjunk.com- www.badgerbadgerbadger.com- neopets.com
www.neopets.com www.google.com www.funnyjunk.com
www.neopets.com, www.nick.com and www.yahoo.com
www.yahoo.com, www.neopets.com, www.bonus.com
Xbox, Miniclips, and Candystand.
msn, yahoo
Neopets The n.com and Dollzmania
neopets carttoonetwork starsister
Neopets Harry Potter Disney Channel
Neopets.com letssingit.com Pacsun.com
84
GENDER
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
AGE
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
14
REGION
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
North
ETHNICITY
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
neopets.com neondragonart.com yahoo.com
Neopets.com, Yahoo.com simonsays.com/alice
neopets.com,fanfiction.net, and dolliecrave.com
www.neopets.com www.google.com www.disney.go.com
yahoo, neopets, and betaweb
Neopets nick google
neopets.com nick.com disney.go.com
neopets.com, myjellybean.com, disney.com
www.neopets.com www.runescape.com www.sheppard.com
www.neopets.com, www.the-n.com, www.goodcharlotte.com
1. .com 2. CartoonNetwork.com 3. Nick.com
aol.com yahoo.com neopets.com
email,americaneagle,neopets
google dogpile yahoo
http:/www.neopets.com, http:/www.justintimberlake.com, http:/www.emeniem.com
neopets , my websites , im bot
neopets harrypotter.com barnesnobles
Neopets RedAlert2 games
neopets, anysonglyrics.com,cnn.com
neopets, nick, disneychannel
neopets,everything girl,evergirl
Neopets.com
Yahooligans.com
WalmartConnectHomepage
neopets.com, yahoo.com, and google.com
Neopets.com,FunnyJunk.com,and Steve's Site
neopets.com,nick.com,and toontown.com
Neopets.com; bored.com; google.com
thebuffyfanclub.com, thebuffystore.com, and msn.zones.com
www.hotmail.com www.neopets.com
www.neopets.com, www.americangirl.com, and www.cartoonnetwork.com
www.neopets.com, www.herinteractive.com, www.blackboard.com
Yahoo! mail, Yahoo! groups, and washington Post
cnn.com, bbc.com, yahoo.com
85
AGE
14
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
GENDER
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
ETHNICITY
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Southwest White or Anglo American
REGION
North
North
North
North
North
Southwest
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
ebay.com, illwillpress.com, amazon.com
vh1-com teen.com I think discovery
www.candystand.com www.community.webshots.com www.google.com
www.ebaumsworld.com, www.addictinggames.com, www.fungames.com
www.hotmail.com www.google.com www.ezone.com
yahoo.com,
amazon.com yahoo.com ebay.com
mtv gaming websites playstation
neopet.com seventeen.com yahoo.com
Neopets.com Yahoo.com I-petz.com
www.mail.yahoo.com, www.abercrombie.com, and www.apple.com
www.neopets.com www.nabiscoworld.com
google.com yahoo.com ?
neopets.com, ebaumsworld.com, games.yahoo.com
www.yahoo.com www.shopjlo.com http://lyrics.astraweb.com/
hotmail.com, google.com, ae.com
Melodramatic.com Yahoo.com Washingtonpost.com
MTV Ebay RollingStone
neopets,foxkids
www.ebay.com, www.makeupalley.com, www.arcana.keenspace.com
www.xanga.com www.blurty.com www.msn.com
freearcade.com yahoo.com teamlook-look.com
lyrics007 Neopets Amazon
neopets.com,charlottechurchfans.com and yahoo.com
pogo.com, harrypotter.com, wb.com
Pogo.com,Discovery.com,Foodtv.com
WWW.BLACKPLANET.COM
WWW.YAHOO.COM
WWW.GURLS.COM
www.neopets.com www.virtaulhogwarts.net www.aol.com
www.xanga.com, www.aim.com, www.blurty.com
www.yahoo.com www.freearcade.com www.subprofile.com
86
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
15
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Tidewater
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
Other Ethnicities
Other Ethnicities
GENDER AGE REGION
ETHNICITY
Female
15
Female
15
yahoo.com google.com ae.com
http://www.makeoutclub.com, http://www.livejournal.com,
http://www.albinoblacksheep.com
www.livejournal.com, www.artinheart.org, www.webshots.com
yahoo gurl addictinggames
AdultSwim.com NeoPets.com AOL.com
bored.com gurl.com neopets.com
chokeychicken.com hotmail.com collegehumor.com
neopets neopets neopets
Neopets CartoonNetwork Nick
neopets, bet, mtv
neopets,nick,cartoon
nickalodean, pbs kids, yahoo
Nickelodeon.com RadicalGames.com yahoo.com
www.blurty.com www.bored.com www.xanga.com
www.bored.com www.neopets.com www.runescape.com
www.chokeychicken.com, www.comcast.net, www.google.com
www.comcast.net www.lyrics.com www.cysainc.com
www.emode.com www.nbc12.com www.myjellybean.com
www.IMDB.com www.Apple.com www.thinkexist.com
www.kiwibox.com, www.neopets.com, www.gurl.com
www.livejournal.com, www.yahoo.com, www.lifetimetv.com
www.neopets.com www.gaia.com www.bored.com
www.neopets.com, www.scholarships.com, www.lds.org
LiveJournal.com Yahoo.com AirAmericaRadio.com
aol.com, neopets.com, and dollzmania.com
bored.com yahoo.com purevolume.com
Google Yahoo Mail & My Yahoo Amazon
kazza, morpheus, skateboarding sites
mtv.com; foodnetwork.com; google.com
weather.com, hotmail.com, yahoo.com
87
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Other Ethnicities
African American
Other Ethnicity
Other Ethnicity
GENDER AGE REGION
ETHNICITY
Female
16
North
www.hotmail.com, www.invadersrealm.com/ap/history/notes.htm,
www.sparknotes.com
www.mail.yahoo.com, www.photo.epson.com, www.ebaumsworld.com
www.yahoo.com, www.schnoogle.com, parentlink.sjraiders.org
xanga neopets gunbound
yahoo.com weather.com hotmail.com
hotmail, happy tree friends, music sites
Hotmail.com, sparknotes.com, and fastweb.com
www.outoforbit.org www.deviantart.com www.google.com
1)Neopets.com 2)Google.com 3)Livejournal.com
GO-GAIA.COM, NEOPETS.COM, PHOTOBUCKET.COM
heartagram.com launch.com msn.com
HOTMAILS
http://www.deviantART.com/
http://www.neopets.com/
http://www.hotmail.com/
Msn Yahoo music Yahoo.com
neopets thats it.
neopets kiddonet bonus
neopets.com elfwood.com freeplayarcade.com
Neopets.com, Hotmail.com, Google.com
www.ebay.com www.marykateandashley.com www.ticketmaster.com
www.google.com www.dci.org www.ae.com
www.google.com, www.neopets.com, www.aol.com
WWW.Letssingit.com, WWW.aol.com, WWW.Teamlook-look.com,
WWW.google.com
www.livejournal.com www.bolt.com www.superbad.com
www.msn.com, www.yahoo.com, www.livejournal.com
www.neopets.com www.nintendo.com www.yahoo.com
www.neopets.com www.ym.com www.pacsun.com
www.vampirefreaks.com www.rotten.com www.notcoolclub.com
www.yahoo.com; www.neopets.com; www.aol.com
bad ass buddy neopets lets sing it
88
GENDER
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
AGE
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
17
REGION
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
ETHNICITY
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
Other Ethnicity
badassbuddy.com yahoo launch.com
BEEP BEEP BEEP
bored.com, flowgo, and neopets
Neopets Yahoo Games Orisinal games
Neopets Zone
neopets, soup-faerie, gcagators.org
Neopets.com yahoo.com xanga.com
neopets.com, teenpeople.com, and cmt.com
nick, neopets, disney
www.aol.com www.powerpets.com www.hotmail.com
www.kiwibox.com www.hollywood.com www.neopets.com
www.neopets.com,www.illwillpress.com, and www.yahoo.com
yahoo.com, mydish.redlobster.com, google.com
www.livejournal.com, www.greatestjournal.com, www.laundromatic.net
www.yahoo.com www.abercrombie.com www.oldnavy.com
1. www.livejournal.com 2. www.myspace.com 3.www.google.com
google.com livejournal.com hotmail.com
google.com, livejournal.com, hotmail.com
google.com, yahoo.com, usaa.com
shoe sales sites, movie coming attractions
www.google.com, AP European History quizzes, www.limewire.com
www.hotmail.com, www.lyrics.com, and www.altavista.com
www.livejournal.com www.aol.com www.teenchat.com
www.livejournal.com www.myspace.com www.hotmail.com
www.livejournal.com, www.myspace.com, www.artinheart.org
www.livejournal.com, www.sparknotes.com, www.sportscombine.com
www.yahoo.com www.bolt.com www.minklesrealm.com
www.yahoo.com www.google.com www.abercrombie.com
Yahoo (email) Others are random
yahoo,ebay,games
google yahoo netscape
WeatherChannel.com, astraweb.com, hotmail.com
89
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
North
North
North
North
North
North
North
North
North
North
North
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
African American
African American
African American
African American
Other Ethnicities
GENDER AGE REGION
ETHNICITY
Female
17
Central
http://www.livejournal.com
http://www.yahoo.com
http://www.3rdwaveuth.org
msn.com, google, emode
somethingcorporate.com google.com delias.com
www.cnn.com, www.comingsoon.net, www.mtv.com
www.livejournal.com www.collegeboard.com www.google.com
www.neopet.com, www.excite.com, www.yahoo.com
www.neopets.com www.wset.com www.subprofile.com
www.phish.com www.phantasytour.com www.google.com
www.uncw.edu, wwww.ask.com, www.google.com
www.yahoo.com www.ebay.com www.livepage.apple.com
www.yahoo.com, www.google.com, www.course-notes.org
yahoo,google, and myway
google.com weather.com hotmail.com
WashingtonPost.com, Movies.com, AE.com
www.ae.com, www.weather.com, www.movies.com
www.ae.com, www.xanga.com, www.webshots.com
www.hotmail.com www.wagsl.com www.fastweb.com
ww.ae.com (American Eagle)
www.google.com
www.washingtonpost.com
www.cnu.edu, www.msn.com, www.google.com
www.hotmail.com http://mail.yahoo.com www.livejournal.com
xanga yahoo asianavenue
1. www.livejournal.com 2. www.gmu.edu 3. www.google.com
www. 3gupload.com , www.yahoo.com , www.bebe.com
games.amishdonkey.com, www.fox.com/oc, yahoo.com
hotmail dragongamez google
imdb, yahoo, google
www.google.com, www.lyrics.astraweb.com, www.opendiary.com
www.hotmail.com www.google.com http://games.yahoo.com
www.jmu.edu, www.muffinfilms.com, www.big-bunny.com
90
GENDER
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Male
Male
Male
Male
Male
Male
Male
AGE
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
13
13
13
13
13
13
13
REGION
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
North
North
North
ETHNICITY
Other Ethnicities
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
Other Ethnicities
games.com, yahoo sports, espn.com
AOLKids Nickalodean Disney
miniclip neopets mtgfanatic
yahoo.com, lyrics.com, fcps.edu
www.google.com www.apple.com/itunes www.ebay.com
MyYahoo CMT
www.hotmail.com, www.collegeboard.com, www.jcrew.com
www.techsideline.com. www.hokiesports.com/wbasketball. www.fetchfido's.com
www.ujournal.org, www.earthlink.net, www.google.com
yahoo, xanga, livejournal
yahoo.com, jcrew.com, ask.com
excite.com, google.com, myway.com
WWW.RAINBOWSHOP.COM, WWW.BABYPHAT.COM, WWW.SEARS.COM
neopets.com cokemusic.com harvord.com
neopets.com funnyjunk.com eLibs.com
WWW.neopets.com WWW.pogo.com WWW.illwilpress.com
Blackplanet.com, yahoo.com, aol.com
www.enjoyincubus.com, www.yahoo.com, www.streetwise.com
3. google.com 2. hotmail.com 1. msn.com
askjeeves.com, www.wtvr.com, www.msn.com
Hotmail.com, Bridgewater.edu, and printroom.com
msn messenger,Yahoo, Aol
www.cnn.com, www.juno.com, www.google.com
www.google.com www.weather.com www.marykateandashley.com
www.livejournal.com, www.myspace.com, and www.urbn.com
www.neopets.com www.mail.yahoo.com www.petsmart.com
www.yahoo.com www.ae.com www.surfline.com
Yahoo.com Gaia online sinfest.net
cheatcodes.com, neopets.com, steakandcheese.com
NEOPETS CHEATCODES CHEATCC
www.neopets.com www.ebay.com www.yahoo.com
91
AGE
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
GENDER
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
REGION
North
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
ETHNICITY
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
www.neopets.com www.miniclip.com www.addictinggames.com
NEOPETS,codes.ign,Transformers
1. That 70's Show Official Site 2. That 70's Show Message Boards 3. Radio AOL
1.www.gamefaqs.com 2.www.neopets.com 3.www.yahoo.com
disasterlabs,homestarrunner,tenchimuyoGXP
Ebaumsworld.com,neopets.com,funnyjunk.com
Homestarrunner.com TheSimpsons.com Battle.net
Neopets, Smiley Central, Google.
neopets.com,procircuitracing.com,honda.com
nick.com,bored.com,pics.com
pokemon.com harrypotter.com cartoonetwork.com
www.cartoonnetwork.com www.neopets.com www.miniclip.com
www.google.com www.yahoo.com www.yahoomail.com
www.neopets.com,www.battleon.com, www.homestarrunner.com
yahoo, ebay, si
espn.com, nfl.com, dallascowboys.com
neopets yahoo
neopets.com paintball.com galyans.com
www.kingsofchaos.com www.neopets.com www.msn.com
yahoo pogo neopets
ebuamsworld, newgrounds, coffeebreakarcade
www.jesusfreakhideout.com, www.homestarrunner.com,
www.tomshardwareguide.com OR www.gideontech.com
addicting games
Neopets addictinggames
Neopets, Hotmail, pogo
www.pcgameworld.com www.cheatindex.com www.neopets.com
www.xanga.com www.evil-anime.com www.neopets.com
1. gamespot 2. 2flash games 3. flashplayer
1.www.neopets.com 2.www.cartoonnetwork.com 3.www.baltimoreorioles.com
amazon.com,
Live Journal, Open Diary, Hotmail
92
GENDER
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
AGE
14
14
14
14
14
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
16
16
16
16
REGION
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
ETHNICITY
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
Other Ethnicities
Other Ethnicities
neopets
Neopets Cartoonetwork Miniclips
www.neopets.com www.metaltabs.com www.yahoomail.com
yahoo, cartoonnetwork
FLASHPLAYER BET MTV
google.com adicctinggames.com flashplayer.com
neopets cartoonnetworck nick
www.cartoonnetwork.com, www.nick.com, www.neopets.com
www.myspace.com, www.ebay.com, www.comcast.net
www.yahoo.com www.neopets.com www.addictinggames.com
pogo, memolink
at+t,school sites,shopping sites
ebay, neopets, sfdt
www.funnyjunk.com www.stickpage.com www.gonebuddy
www.virginiawrestling.com www.neopets.com www.miniclip.com
Livejournal.com, Xanga.com, purevolume.com
www.livejournal.com, www.yahoo.com, www.rpgworldcomic.com
Neopets, Postopia, Gamespot
espn.com polo.com bestbuy.com
game sites
neopets cradle of filth gundum all.coms
Neopets Quizilla Popcapgames
www.neopets,www.yahoo/search,and www.pokemon center.com
www.zodiacgamer.com www.ebay.com www.apple.com
1.)www.ebay.com 2.)www.google.com 3.)www.deadjournal.com
www.erowid.org, www.surfline.com, www.google.com
www.hotmail.com www.google.com www.mxtabs.net
www.modsquadhockey.com www.nhl.com www.ebay.com
IMDb Amazon Google
Neopets, Pokemon, Gametalk
Neopets.com Message Coards Cokemusic.com
www.cnn.com, www.hotmail.com, www.aol.com
93
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Central
Central
North
North
North
North
North
North
North
North
North
North
North
Other Ethnicities
Other Ethnicity
GENDER AGE REGION
ETHNICITY
Male
16
Central
Male
16
Central
www.gamefaqs.com www.blizzard.com www.jengajam.com
www.neopets.com , www.flashbuilder.net/users/spam/,
www.flashbuilder.net/users/reynoldscj/
yahoo msn google
yahoomail.com CNN.com Ebay
www.google.com
www.grouphug.us
www.yahoo.com
pogo, ebay, neopets
1. neopets 2. addictinggames 3. mofunzone
ebay, neopets
google, yahoo, ebaumsworld
http://www.neopets.com/allevents.phtml miniclip.com www.freemidi.org
neopets xanga cheatcodecentral
neopets.com 2flashgames.com google.com
neopets.com Cartoonetwork.com orisinal.com
sissyfight espn counterstrike
www.ccs.com(Skateboarding Online Shop), www.ebaumsworld.com,
www.skateamerica.com
www.hotmail.com www.bolt.com www.ask.com
www.launch.yahoo.com, www.msn.com, www.mousebreaker.com
Yahoo Email Ebay.com bradypaintball.com
yahoo.com weather.com tvguide.com
1) yahoo.com mail 2) homestarrunner.com 3) gamespot.com
anandtech.com, tomshardware.com, ebay.com
cartoonnetwork.com rpgplayersrealm.com neopet.com
LiquidGeneration.com, CNN.com, phlipIT.com
neopets.com cox.net cheatplanet.com
neopets.com newgrounds.com starlightmks.com
neopets.com zoogs.com virgin mobile.com
neopets.com, google.com, albinoblacksheep.com
POGO.COM, AOL.COM, MOMANDDADS.COM
Shockwave Neopets Yahoo
www.cheatplanet.com www.neopets.com www.nick.com
94
GENDER
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
AGE
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
17
17
17
17
17
17
17
17
17
17
17
17
17
REGION
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
ETHNICITY
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicity
African American
Other Ethnicities
Other Ethnicity
www.neopets.com, www.allfunnypicturs.com, www.nps.k12.us.va
www.outwar.com www.neopets.com www.movies.yahoo
www.pctinkerer.com, burnoutpc.com, tweaktown.com
yahoo.com, launch.com, uproar.com
none
nascar.com neopets.com cmt.com
www.neopets.com www.pogo.com www.cartoonetwork.com
www.ebay.com www.yahoo.com www.phish.com
www.hotmail.com www.blabbermouth.net www.ebay.com
Eastbay
Hotmail.com Theonion.com Oldversion.com
http://www.ign.com, http://www.gnn.tv, http://www.anandtech.com
Neopets, Google, Cartoon Network
www.soulxchange.net www.livejournal.com www.kingsofchaos.com
www.vocalyouth.com www.livejournal.com www.islandstreetteam.com
yahoo, amazon, ebay
yahoo, ebay
yahoo, ebay
redskins.com nfl.com and bungie.net
eastbay, ebay, yahoo
encyclopedia
http://www.virginia.edu, http://www.google.com, http://www.amazon.com
www.contour.org. www.thirdchoice.com. www.dominionskateboards.com
www.maddox.xmission.com www.yahoomail.com www.gamefaqs.com
www.nba.com, www.cnn.com, www.cbs.com
Www.yahoo.com, www.customcougars.com, www.trubendz.com
yahoomail yahoo e-lacrosse.com
http://my.yahoo.com, http://www.conshentz.com, http://www.soundclick.com
google, yahoo, addictinggames
hotmail.com, mixtapes.com, amazon.com
1. www.Jakeyp.s5.com 2. Yahoo.com 3.Newgrounds.com
hotmail.com, collegehumor.com, e-lacrosse.com
95
AGE
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
GENDER
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
ETHNICITY
Other Ethnicities
African American
African American
African American
Other Ethnicities
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
REGION
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
www.penny-arcade.com www.ibiblio.org www.floc.net
yahoo aol askjeeves
yahoo aol cnn
Ebaumsworld, College humor, ign
www.automags.org www.kingmanusa.com www.7thgencivic.com
www.autotrader.com, www.soccer.com, www.eastbay.com
www.hotmail.com www.cbs.sportsline.com www.msn.com
www.neopets.com
ghostsudy.com/wwe.com/neopets.com
www.neopets.com www.lyrics.co.nz www.mailcity.com
YAHOO MSN GOOGLE
yahoo.com, whatsreallygood.com, xanga.com
google, washingtonpost.com, nytimes.com
hotmail ebay miniclip
http://www.maddox.xmission.com, http://www.bruce-campbell.com/,
http://www.imdb.com
http://www.pbnation.com, http://www.automags.org,
http://www.dragva.com
Maddox.xmission.net RealUltimatePower.net Google.com
Neopets,brain pop,mtv
Startsampling MyPoints Mets.com
surfline surfline surfline
surfline.com look-look.com surfinfo.com
www.afireinside.net, www.livejournal.com/users/krystleandrassy,
www.boysnightout.net
www.cnn.com, www.artinheart.org, www.livejournal.com
www.collegehumor.com www.mtv.com www.muchosucko.com
www.google.com www.ebay.com www.ebaumsworld.com
www.movies.com, www.soccernet.com, www.aol.com
www.myspace.com www.hotmail.com www.artinheart.org/talktake2
www.soulxchange.com, www.anyoneseenthebridge.com, www.somethingawful.com
www.targetdora.com, www.artinheart.org, www.purevolume.com/targetdora
Yahoo Lego Netscape
96
GENDER AGE REGION
ETHNICITY
Male
17
Male
17
yahoo.com extremedimensions.com dragva.com
yahoo.com, golf.com, weather.com
97
No
Yes
144
88%
39%
19
12%
73%
374
94%
100%
26
7%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
27%
3%
7
61%
97%
230
237
FEMALES
54%
9%
14
38%
91%
143
157
13-15
AGE
46%
5%
12
62%
95%
231
243
16-17
4%
4%
1
6%
96%
22
23
AFRICAN
AMERICAN
ETHNICITY
77%
7%
20
77%
93%
287
307
ANGLO
AMERICAN
Q17 - DO YOU LISTEN TO MUSIC?
19%
7%
5
17%
93%
65
70
OTHER
ETHNICITY
23%
7%
6
21%
93%
79
85
CENTRAL
REGION
31%
9%
8
23%
91%
85
93
NORTH
31%
9%
8
21%
91%
79
87
SOUTHWEST
15%
3%
4
35%
97%
131
135
TIDEWATER
98
15 or more hours a day
10-14 hours a day
5-9 hours a day
1-4 hours a day
Less than an hour each day
THOSE LISTEN TO MUSIC
22
15%
43%
77
53%
38%
31
22%
35%
8
6%
44%
6
4%
40%
51
14%
100%
202
54%
100%
88
24%
100%
18
5%
100%
15
4%
100%
144
MALES
GENDER
374
TOTAL
SAMPLE
60%
4%
9
56%
4%
10
65%
25%
57
62%
54%
125
57%
13%
29
230
FEMALES
40%
4%
6
33%
4%
6
27%
17%
24
38%
54%
77
59%
21%
30
143
13-15
AGE
60%
4%
9
67%
5%
12
73%
28%
64
62%
54%
125
41%
9%
21
231
16-17
13%
9%
2
6%
5%
1
5%
18%
4
7%
64%
14
2%
5%
1
22
AFRICAN
AMERICAN
ETHNICITY
73%
4%
11
89%
6%
16
78%
24%
69
75%
53%
151
78%
14%
40
287
ANGLO
AMERICAN
13%
3%
2
6%
2%
1
17%
23%
15
18%
57%
37
20%
15%
10
65
OTHER
ETHNICITY
20%
4%
3
22%
5%
4
19%
22%
17
22%
56%
44
22%
14%
11
79
CENTRAL
REGION
7%
1%
1
17%
4%
3
28%
29%
25
22%
53%
45
22%
13%
11
85
NORTH
40%
8%
6
33%
8%
6
17%
19%
15
20%
52%
41
22%
14%
11
79
SOUTHWEST
Q18 - THINKING ABOUT AN AVERAGE DAY IN YOUR LIFE, HOW MANY HOURS DO YOU SPEND LISTENING TO MUSIC (RADIO, TELEVISION, CD, MP3, ONLINE, ETC.)?
33%
4%
5
28%
4%
5
35%
24%
31
36%
55%
72
35%
14%
18
131
TIDEWATER
99
64%
61
42%
39%
50
35%
33%
7
5%
39%
0
1
1%
25%
1.5
72.5
0.77
100%
155
41%
100%
153
41%
100%
18
5%
100%
5
1%
100%
4
1%
100%
1.9
187.5
0.95
Median count
Median Value
Mean
15 or more hours
10-14 hours
5-9 hours
1-4 hours
Less than an hour
25
17%
144
39
374
MALES
GENDER
10%
I don’t listen tomusic in this
format
Base : THOSE LISTEN TO MUSIC
TOTAL
SAMPLE
1.2
115.5
2.1
75%
1%
3
100%
2%
5
61%
5%
11
67%
45%
103
61%
41%
94
36%
6%
14
230
FEMALES
1.03
72
2.2
50%
1%
2
80%
3%
4
50%
6%
9
37%
40%
57
35%
38%
55
41%
11%
16
143
13-15
AGE
0.93
116
1.7
50%
1%
2
20%
0
1
50%
4%
9
63%
42%
96
65%
43%
100
59%
10%
23
231
16-17
0.78
11.5
2.4
50%
9%
2
-
-
0
-
-
0
5%
32%
7
6%
41%
9
10%
18%
4
22
AFRICAN
AMERICAN
ETHNICITY
0.96
144
1.9
25%
0
1
100%
2%
5
94%
6%
17
76%
40%
116
76%
41%
118
77%
10%
30
287
ANGLO
AMERICAN
0.98
33
1.7
25%
2%
1
-
-
0
6%
2%
1
20%
46%
30
18%
43%
28
13%
8%
5
65
OTHER
ETHNICITY
0.98
40
1.6
-
-
0
-
-
0
22%
5%
4
23%
44%
35
18%
35%
28
31%
15%
12
79
CENTRAL
REGION
1.19
43
1.8
-
-
0
-
-
0
28%
6%
5
26%
47%
40
23%
42%
36
10%
5%
4
85
NORTH
Q19 - PLEASE SELECT THE AMOUNT OF TIME EACH DAY IN WHICH YOU LISTEN TO MUSIC ON THE FORMATS LISTED BELOW
0.88
40
2.2
25%
1%
1
40%
3%
2
44%
10%
8
16%
30%
24
25%
49%
39
13%
6%
5
79
SOUTHWEST
- Radio
0.91
66
1.9
75%
2%
3
60%
2%
3
6%
1%
1
35%
41%
54
34%
40%
52
46%
14%
18
131
TIDEWATER
100
45%
45
31%
40%
40
28%
30%
12
8%
50%
0
5
3%
100%
2
72.5
0.67
100%
113
30%
100%
135
36%
100%
24
6%
100%
4
1%
100%
5
1%
100%
1.8
187.5
0.83
Median count
Median Value
Mean
15 or more hours
10-14 hours
5-9 hours
1-4 hours
Less than an hour
42
29%
144
93
374
MALES
GENDER
25%
format
TOTAL
SAMPLE
0.94
115.5
1.8
-
-
0
100%
2%
4
50%
5%
12
70%
41%
95
60%
30%
68
55%
22%
51
230
FEMALES
0.92
72
2.1
60%
2%
3
75%
2%
3
46%
8%
11
39%
36%
52
29%
23%
33
44%
29%
41
143
13-15
AGE
0.79
116
1.7
40%
1%
2
25%
0
1
54%
6%
13
61%
36%
83
71%
35%
80
56%
23%
52
231
16-17
1.27
11.5
2.1
20%
5%
1
-
-
0
-
-
0
8%
50%
11
6%
32%
7
3%
14%
3
22
AFRICAN
AMERICAN
ETHNICITY
0.77
144
1.7
40%
1%
2
75%
1%
3
63%
5%
15
76%
36%
103
81%
32%
91
78%
25%
73
287
ANGLO
AMERICAN
1.07
33
2.6
40%
3%
2
25%
2%
1
38%
14%
9
16%
32%
21
13%
23%
15
18%
26%
17
65
OTHER
ETHNICITY
0.69
40
1.4
20%
1%
1
-
-
0
8%
3%
2
21%
37%
29
21%
30%
24
25%
29%
23
79
CENTRAL
REGION
16
0.95
43
1.8
-
-
0
25%
1%
1
25%
7%
6
25%
40%
34
25%
33%
28
17%
19%
0.81
40
1.9
20%
1%
1
25%
1%
1
25%
8%
6
20%
34%
27
21%
30%
24
22%
25%
20
79
SOUTHWEST
- Television
85
NORTH
0.85
66
2.1
60%
2%
3
50%
2%
2
42%
8%
10
33%
34%
45
33%
28%
37
37%
26%
34
131
TIDEWATER
101
67%
41
28%
34%
73
51%
39%
19
13%
41%
2
1%
22%
1
1%
100%
2.6
72.5
1.95
100%
119
32%
100%
187
50%
100%
46
12%
100%
9
2%
100%
1
0
100%
2.6
187.5
1.9
Median count
Median Value
Mean
15 or more hours
10-14 hours
5-9 hours
1-4 hours
Less than an hour
8
6%
144
12
374
MALES
GENDER
3%
format
TOTAL
SAMPLE
1.87
115.5
2.6
-
-
0
78%
3%
7
59%
12%
27
61%
50%
114
66%
34%
78
33%
2%
4
230
FEMALES
1.6
72
2.3
-
-
0
44%
3%
4
28%
9%
13
36%
48%
68
43%
36%
51
58%
5%
7
143
13-15
AGE
2.07
116
2.8
100%
0
1
56%
2%
5
72%
14%
33
64%
52%
119
57%
29%
68
42%
2%
5
231
16-17
1.55
11.5
2.1
-
-
0
-
-
0
4%
9%
2
6%
50%
11
8%
41%
9
-
-
0
22
AFRICAN
AMERICAN
ETHNICITY
1.95
144
2.7
100%
0
1
89%
3%
8
83%
13%
38
75%
49%
141
76%
32%
91
67%
3%
8
287
ANGLO
AMERICAN
1.81
33
2.3
-
-
0
11%
2%
1
13%
9%
6
19%
54%
35
16%
29%
19
33%
6%
4
65
OTHER
ETHNICITY
2.23
40
2.8
-
-
0
11%
1%
1
26%
15%
12
24%
57%
45
18%
27%
21
-
-
0
79
CENTRAL
REGION
1.77
43
2.5
-
-
0
22%
2%
2
22%
12%
10
22%
48%
41
25%
35%
30
17%
2%
2
85
NORTH
1.73
40
2.7
100%
1%
1
33%
4%
3
20%
11%
9
19%
44%
35
23%
34%
27
33%
5%
4
79
SOUTHWEST
- CDs
1.84
66
2.5
-
-
0
33%
2%
3
33%
11%
15
35%
50%
66
34%
31%
41
50%
5%
6
131
TIDEWATER
102
31%
29
20%
43%
37
26%
54%
9
6%
56%
3
2%
43%
1
1%
50%
1.5
72.5
0.24
100%
68
18%
100%
68
18%
100%
16
4%
100%
7
2%
100%
2
1%
100%
1.2
187.5
0
Median count
Median Value
Mean
15 or more hours
10-14 hours
5-9 hours
1-4 hours
Less than an hour
65
45%
144
213
374
MALES
GENDER
57%
format
TOTAL
SAMPLE
0
115.5
0.9
50%
0
1
57%
2%
4
44%
3%
7
46%
13%
31
57%
17%
39
69%
64%
148
230
FEMALES
0
72
0.8
-
-
0
57%
3%
4
19%
2%
3
21%
10%
14
31%
15%
21
47%
71%
101
143
13-15
AGE
0.07
116
1.4
100%
1%
2
43%
1%
3
81%
6%
13
79%
23%
54
69%
20%
47
53%
48%
112
231
16-17
0
11.5
0.6
-
-
0
-
-
0
-
-
0
6%
18%
4
7%
23%
5
6%
59%
13
22
AFRICAN
AMERICAN
ETHNICITY
0
144
1.2
50%
0
1
100%
2%
7
75%
4%
12
75%
18%
51
79%
19%
54
76%
56%
162
287
ANGLO
AMERICAN
0
33
1.2
50%
2%
1
-
-
0
25%
6%
4
19%
20%
13
13%
14%
9
18%
58%
38
65
OTHER
ETHNICITY
0
40
1.2
50%
1%
1
14%
1%
1
25%
5%
4
16%
14%
11
24%
20%
16
22%
58%
46
79
CENTRAL
REGION
0
43
1
-
-
0
14%
1%
1
25%
5%
4
19%
15%
13
31%
25%
21
22%
54%
46
85
NORTH
0
40
1.3
50%
1%
1
14%
1%
1
25%
5%
4
24%
20%
16
22%
19%
15
20%
53%
42
79
SOUTHWEST
- MP3s
0
66
1.2
-
-
0
57%
3%
4
25%
3%
4
41%
21%
28
24%
12%
16
37%
60%
79
131
TIDEWATER
103
44%
44
31%
37%
28
19%
30%
14
10%
54%
2
1%
20%
1
1%
50%
1.6
72.5
0.39
100%
119
32%
100%
92
25%
100%
26
7%
100%
10
3%
100%
2
1%
100%
1.7
187.5
0.52
Median count
Median Value
Mean
15 or more hours
10-14 hours
5-9 hours
1-4 hours
Less than an hour
55
38%
144
125
374
MALES
GENDER
33%
format
TOTAL
SAMPLE
0.6
115.5
1.7
50%
0
1
80%
3%
8
46%
5%
12
70%
28%
64
63%
33%
75
56%
30%
70
230
FEMALES
0.5
72
1.9
50%
1%
1
60%
4%
6
46%
8%
12
37%
24%
34
31%
26%
37
42%
37%
53
143
13-15
AGE
0.53
116
1.5
50%
0
1
40%
2%
4
54%
6%
14
63%
25%
58
69%
35%
82
58%
31%
72
231
16-17
0.14
11.5
1.2
-
-
0
10%
5%
1
-
-
0
4%
18%
4
6%
32%
7
8%
45%
10
22
AFRICAN
AMERICAN
ETHNICITY
0.57
144
1.6
50%
0
1
50%
2%
5
73%
7%
19
85%
27%
78
79%
33%
94
72%
31%
90
287
ANGLO
AMERICAN
0.42
33
2.3
50%
2%
1
40%
6%
4
27%
11%
7
11%
15%
10
15%
28%
18
20%
38%
25
65
OTHER
ETHNICITY
0.52
40
1.6
50%
1%
1
10%
1%
1
19%
6%
5
21%
24%
19
24%
35%
28
20%
32%
25
79
CENTRAL
REGION
0.42
43
1.2
-
-
0
10%
1%
1
15%
5%
4
22%
24%
20
25%
35%
30
24%
35%
30
85
NORTH
0.79
40
2.2
-
-
0
30%
4%
3
38%
13%
10
23%
27%
21
22%
33%
26
15%
24%
19
79
SOUTHWEST
Q19 - PLEASE SELECT THE AMOUNT OF TIME EACH DAY IN WHICH YOU LISTEN TO MUSIC ON THE FORMATS LISTED BELOW - Online
0.41
66
1.7
50%
1%
1
50%
4%
5
27%
5%
7
35%
24%
32
29%
27%
35
41%
39%
51
131
TIDEWATER
104
I don_t listen to the radio
Afternoon (1pm-4pm)
71
49%
33%
13
9%
35%
50
35%
34%
47
33%
32%
42
29%
34%
36
25%
39%
22
15%
61%
217
100%
37
10%
100%
149
40%
100%
146
39%
100%
125
33%
100%
93
25%
100%
36
10%
100%
58%
144
374
MALES
GENDER
TOTAL
SAMPLE
39%
6%
14
61%
25%
57
66%
36%
83
68%
43%
99
66%
43%
99
65%
10%
24
67%
63%
146
230
FEMALES
31%
8%
11
35%
23%
33
37%
32%
46
42%
43%
62
34%
36%
51
43%
11%
16
33%
50%
71
143
13-15
AGE
69%
11%
25
65%
26%
60
63%
34%
79
58%
36%
84
66%
42%
98
57%
9%
21
67%
63%
146
231
16-17
8%
14%
3
5%
23%
5
6%
32%
7
7%
45%
10
7%
50%
11
5%
9%
2
6%
64%
14
22
AFRICAN
AMERICAN
ETHNICITY
78%
10%
28
78%
25%
73
75%
33%
94
77%
39%
113
77%
40%
114
81%
10%
30
76%
58%
166
287
ANGLO
AMERICAN
14%
8%
5
16%
23%
15
19%
37%
24
16%
35%
23
16%
37%
24
14%
8%
5
17%
57%
37
65
OTHER
ETHNICITY
28%
13%
10
26%
30%
24
19%
30%
24
21%
38%
30
23%
44%
35
19%
9%
7
21%
58%
46
79
CENTRAL
REGION
Q20 - AT WHICH TIMES OF THE DAY/WEEK DO YOU LISTEN TO THE RADIO MOST OFTEN?
8%
4%
3
25%
27%
23
24%
35%
30
21%
35%
30
23%
40%
34
11%
5%
4
26%
67%
57
85
NORTH
14%
6%
5
16%
19%
15
22%
35%
28
24%
44%
35
17%
33%
26
30%
14%
11
20%
54%
43
79
SOUTHWEST
50%
14%
18
33%
24%
31
34%
33%
43
35%
39%
51
36%
41%
54
41%
11%
15
33%
54%
71
131
TIDEWATER
105
I don_t listen to the radio
Never
Hardly ever
Sometimes
Most of the time
Always
17
7%
50%
15
10%
47%
35
24%
33%
46
32%
35%
26
18%
37%
20
14%
71%
100%
32
9%
100%
107
29%
100%
132
35%
100%
71
19%
100%
28
7%
100%
2
29%
3%
8
63%
20%
45
65%
37%
86
67%
31%
72
53%
50%
1%
2
1%
4
230
FEMALES
1%
144
MALES
GENDER
374
TOTAL
SAMPLE
29%
6%
8
45%
22%
32
42%
38%
55
35%
26%
37
31%
7%
10
25%
1%
1
143
13-15
AGE
71%
9%
20
55%
17%
39
58%
33%
77
65%
30%
70
69%
10%
22
75%
1%
3
231
16-17
11%
14%
3
-
-
0
8%
50%
11
5%
23%
5
9%
14%
3
-
-
0
22
AFRICAN
AMERICAN
ETHNICITY
79%
8%
22
83%
21%
59
70%
32%
93
79%
29%
84
78%
9%
25
100%
1%
4
287
ANGLO
AMERICAN
11%
5%
3
17%
18%
12
21%
43%
28
17%
28%
18
13%
6%
4
-
-
0
65
OTHER
ETHNICITY
Q21 - HOW MUCH DO YOU PAY ATTENTION TO RADIO ADS?
21%
8%
6
21%
19%
15
18%
30%
24
25%
34%
27
19%
8%
6
25%
1%
1
79
CENTRAL
REGION
7%
2%
2
18%
15%
13
30%
47%
40
23%
29%
25
13%
5%
4
25%
1%
1
85
NORTH
14%
5%
4
17%
15%
12
23%
39%
31
20%
27%
21
28%
11%
9
50%
3%
2
79
SOUTHWEST
57%
12%
16
44%
24%
31
28%
28%
37
32%
26%
34
41%
10%
13
-
-
0
131
TIDEWATER
106
Median Value
Median Count
Mean
3-Frequently
2-Occasionally
1-Rarely
0-Never
22
15%
56%
34
24%
32%
62
43%
35%
26
18%
49%
1.6
72.0
2
39
10%
100%
107
29%
100%
175
47%
100%
53
14%
100%
1.6
187.0
2
144
MALES
GENDER
374
TOTAL
SAMPLE
2
115.0
1.7
51%
12%
27
65%
49%
113
68%
32%
73
44%
7%
17
230
FEMALES
2
71.5
1.7
45%
17%
24
37%
45%
65
36%
27%
39
38%
10%
15
143
13-15
AGE
2
115.5
1.6
55%
13%
29
63%
48%
110
64%
29%
68
62%
10%
24
231
16-17
2
11.0
1.9
9%
23%
5
7%
55%
12
2%
9%
2
8%
14%
3
22
AFRICAN
AMERICAN
ETHNICITY
2
143.5
1.6
79%
15%
42
75%
46%
132
78%
29%
83
77%
10%
30
287
ANGLO
AMERICAN
2
32.5
1.6
11%
9%
6
18%
48%
31
21%
34%
22
15%
9%
6
65
OTHER
ETHNICITY
2
39.5
1.7
23%
15%
12
22%
48%
38
23%
32%
25
10%
5%
4
79
CENTRAL
REGION
8
2
42.5
1.6
17%
11%
9
24%
49%
42
24%
31%
26
21%
9%
2
39.5
1.6
23%
15%
12
21%
46%
36
20%
27%
21
26%
13%
10
79
SOUTHWEST
- BUY A CD/CDS
85
NORTH
Q22 - THINKING ABOUT HOW YOU GET NEW MUSIC, PLEASE RATE HOW OFTEN YOU DO EACH OF THE FOLLOWING ACTIVITIES:
2
65.5
1.6
38%
15%
20
34%
45%
59
33%
27%
35
44%
13%
17
131
TIDEWATER
107
Median Value
Median Count
Mean
3-Frequently
2-Occasionally
1-Rarely
0-Never
21
15%
34%
41
28%
47%
50
35%
39%
32
22%
33%
1.6
72.0
2
61
16%
100%
88
24%
100%
127
34%
100%
98
26%
100%
1.4
187.0
2
144
MALES
GENDER
374
TOTAL
SAMPLE
2
115.0
1.7
67%
29%
66
61%
33%
77
53%
20%
47
66%
17%
40
230
FEMALES
2
71.5
1.4
24%
17%
24
38%
34%
48
40%
24%
35
59%
25%
36
143
13-15
AGE
2
115.5
1.9
76%
32%
74
62%
34%
79
60%
23%
53
41%
11%
25
231
16-17
2
11.0
1.6
4%
18%
4
9%
50%
11
2%
9%
2
8%
23%
5
22
AFRICAN
AMERICAN
ETHNICITY
2
143.5
1.7
83%
28%
81
68%
30%
86
83%
25%
73
77%
16%
47
287
ANGLO
AMERICAN
2
32.5
1.7
13%
20%
13
24%
46%
30
15%
20%
13
15%
14%
9
65
OTHER
ETHNICITY
2
39.5
1.6
18%
23%
18
19%
30%
24
30%
33%
26
18%
14%
11
79
CENTRAL
REGION
2
42.5
1.7
19%
22%
19
26%
39%
33
23%
24%
20
21%
15%
13
85
NORTH
2
39.5
1.7
22%
28%
22
21%
34%
27
20%
23%
18
20%
15%
12
79
SOUTHWEST
Q22 - THINKING ABOUT HOW YOU GET NEW MUSIC, PLEASE RATE HOW OFTEN YOU DO EACH OF THE FOLLOWING ACTIVITIES: - BURN A CD/CDS
2
65.5
1.7
40%
30%
39
34%
33%
43
27%
18%
24
41%
19%
25
131
TIDEWATER
108
Median Value
Median Count
Mean
3-Frequently
2-Occasionally
1-Rarely
44
31%
35%
35
24%
45%
31
22%
40%
34
24%
36%
1.4
72.0
2
125
100%
77
21%
100%
77
21%
100%
95
25%
100%
1.1
187.0
2
0-Never
33%
144
374
MALES
GENDER
TOTAL
SAMPLE
2
115.0
1.4
64%
27%
61
60%
20%
46
55%
18%
42
65%
35%
81
230
FEMALES
2
71.5
1.1
27%
18%
26
30%
16%
23
39%
21%
30
51%
45%
64
143
13-15
AGE
2
115.5
1.6
73%
30%
69
70%
23%
54
61%
20%
47
49%
26%
61
231
16-17
2
11.0
1.3
5%
23%
5
6%
23%
5
5%
18%
4
6%
36%
8
22
AFRICAN
AMERICAN
ETHNICITY
2
143.5
1.4
75%
25%
71
79%
21%
61
74%
20%
57
78%
34%
98
287
ANGLO
AMERICAN
2
32.5
1.5
20%
29%
19
14%
17%
11
21%
25%
16
15%
29%
19
65
OTHER
ETHNICITY
2
39.5
1.1
11%
13%
10
22%
22%
17
29%
28%
22
24%
38%
30
79
CENTRAL
REGION
2
42.5
1.5
25%
28%
24
27%
25%
21
19%
18%
15
20%
29%
25
85
NORTH
2
39.5
1.5
24%
29%
23
22%
22%
17
18%
18%
14
20%
32%
25
79
SOUTHWEST
2
65.5
1.4
40%
29%
38
29%
17%
22
34%
20%
26
36%
34%
45
131
TIDEWATER
Q22 - THINKING ABOUT HOW YOU GET NEW MUSIC, PLEASE RATE HOW OFTEN YOU DO EACH OF THE FOLLOWING ACTIVITIES: - DOWNLOAD MUSIC FROM THE INTERNET
109
Median Value
Median Count
Mean
3-Frequently
2-Occasionally
1-Rarely
112
78%
39%
14
10%
27%
9
6%
38%
9
6%
64%
0.4
72.0
2
284
100%
52
14%
100%
24
6%
100%
14
4%
100%
0.3
187.0
2
0-Never
76%
144
374
MALES
GENDER
TOTAL
SAMPLE
2
115.0
0.4
36%
2%
5
63%
7%
15
73%
17%
38
61%
75%
172
230
FEMALES
2
71.5
0.4
43%
4%
6
46%
8%
11
29%
10%
15
39%
78%
111
143
13-15
AGE
2
115.5
0.4
57%
3%
8
54%
6%
13
71%
16%
37
61%
75%
173
231
16-17
2
11.0
0.5
14%
9%
2
4%
5%
1
6%
14%
3
6%
73%
16
22
AFRICAN
AMERICAN
ETHNICITY
2
143.5
0.4
57%
3%
8
83%
7%
20
75%
14%
39
77%
77%
220
287
ANGLO
AMERICAN
2
32.5
0.4
29%
6%
4
13%
5%
3
19%
15%
10
17%
74%
48
65
OTHER
ETHNICITY
2
39.5
0.4
14%
3%
2
25%
8%
6
27%
18%
14
20%
72%
57
79
CENTRAL
REGION
2
42.5
0.3
14%
2%
2
13%
4%
3
25%
15%
13
24%
79%
67
85
NORTH
2
39.5
0.4
29%
5%
4
29%
9%
7
15%
10%
8
21%
76%
60
79
SOUTHWEST
Q22 - THINKING ABOUT HOW YOU GET NEW MUSIC, PLEASE RATE HOW OFTEN YOU DO EACH OF THE FOLLOWING ACTIVITIES: - RECORD IT FROM THE RADIO
2
65.5
0.4
43%
5%
6
33%
6%
8
33%
13%
17
35%
76%
100
131
TIDEWATER
110
None of the above
VH1 Country
VH1
The Soul of VH1
MTV2
MTV
GMTn (Gospel Music Television
Network)
FUSE
CMT (Country Music Television)
BET (Black Entertainment
Television)
83
58%
32%
48
33%
39%
9
6%
45%
55
38%
31%
16
11%
55%
33
23%
50%
69%
100%
124
33%
100%
20
5%
100%
175
47%
100%
29
8%
100%
66
18%
100%
40%
100%
56%
13%
13%
258
19
48
100%
29%
100%
5
15%
20%
3%
22
76
9
38%
100%
2%
29
20%
77
144
MALES
GENDER
21%
374
TOTAL
SAMPLE
50%
14%
33
45%
6%
13
69%
52%
120
55%
5%
11
61%
33%
76
68%
76%
175
44%
2%
4
60%
13%
29
71%
23%
54
62%
21%
48
230
FEMALES
53%
24%
35
38%
8%
11
32%
39%
56
35%
5%
7
40%
34%
49
35%
63%
90
33%
2%
3
29%
10%
14
29%
15%
22
38%
20%
29
143
13-15
AGE
47%
13%
31
62%
8%
18
68%
52%
119
65%
6%
13
60%
32%
75
65%
73%
168
67%
3%
6
71%
15%
34
71%
23%
54
62%
21%
48
231
16-17
5%
14%
3
3%
5%
1
7%
59%
13
-
-
0
6%
36%
8
7%
82%
18
-
-
0
6%
14%
3
7%
23%
5
12%
41%
9
22
AFRICAN
AMERICAN
ETHNICITY
80%
18%
53
69%
7%
20
72%
44%
126
85%
6%
17
75%
32%
93
74%
67%
191
89%
3%
8
77%
13%
37
78%
21%
59
65%
17%
50
287
ANGLO
AMERICAN
15%
15%
10
28%
12%
8
21%
55%
36
15%
5%
3
19%
35%
23
19%
75%
49
11%
2%
1
17%
12%
8
16%
18%
12
23%
28%
18
65
OTHER
ETHNICITY
27%
23%
18
7%
3%
2
21%
46%
36
25%
6%
5
15%
24%
19
21%
67%
53
11%
1%
1
23%
14%
11
17%
16%
13
22%
22%
17
79
CENTRAL
REGION
Q23 - WHICH OF THE FOLLOWING MUSIC TELEVISION CHANNELS DO YOU WATCH?
24%
19%
16
3%
1%
1
27%
56%
48
20%
5%
4
27%
39%
33
24%
74%
63
-
-
0
27%
15%
13
25%
22%
19
30%
27%
23
85
NORTH
17%
14%
11
24%
9%
7
19%
43%
34
30%
8%
6
27%
42%
33
21%
68%
54
44%
5%
4
29%
18%
14
28%
27%
21
16%
15%
12
79
SOUTHWEST
32%
16%
21
66%
15%
19
33%
44%
57
25%
4%
5
31%
30%
39
34%
67%
88
44%
3%
4
21%
8%
10
30%
18%
23
32%
19%
25
131
TIDEWATER
111
I don't attend concerts/live
musical performances
Less than once a year
A few times a year
A few times a month
A few times a week
29%
32%
31
22%
30%
35%
100%
104
28%
100%
50%
42
130
100%
55%
100%
44
17%
12%
31%
24
44
88
38%
100%
24%
3
2%
8
2%
144
MALES
GENDER
374
TOTAL
SAMPLE
50%
19%
44
70%
32%
73
68%
38%
88
45%
9%
20
63%
2%
5
230
FEMALES
53%
33%
47
43%
31%
45
31%
28%
40
23%
7%
10
13%
1%
1
143
13-15
AGE
47%
18%
41
57%
26%
59
69%
39%
90
77%
15%
34
88%
3%
7
231
16-17
2%
9%
2
7%
32%
7
8%
50%
11
5%
9%
2
-
-
0
22
AFRICAN
AMERICAN
ETHNICITY
73%
22%
64
75%
27%
78
81%
37%
105
77%
12%
34
75%
2%
6
287
ANGLO
AMERICAN
25%
34%
22
18%
29%
19
11%
22%
14
18%
12%
8
25%
3%
2
65
OTHER
ETHNICITY
26%
29%
23
23%
30%
24
19%
32%
25
14%
8%
6
13%
1%
1
79
CENTRAL
REGION
Q24 - HOW OFTEN DO YOU GO TO CONCERTS OR ANY TYPE OF LIVE MUSICAL PERFORMANCES?
18%
19%
16
27%
33%
28
22%
34%
29
25%
13%
11
13%
1%
1
85
NORTH
25%
28%
22
20%
27%
21
21%
34%
27
20%
11%
9
-
-
0
79
SOUTHWEST
31%
21%
27
30%
24%
31
38%
37%
49
41%
14%
18
75%
5%
6
131
TIDEWATER
112
Oldies
Latin
Jazz
Indie Rock
Hip-Hop and/or Rap
Heavy Metal
Funk
Folk
Electronic and/or Techno
Disco
Country
Classical
Classic Rock
Christian Rock
Blues
12
8%
44%
20
14%
39%
35
24%
46%
15
10%
41%
28
19%
27%
5
3%
33%
25
17%
42%
1
1%
6%
13
9%
45%
46
32%
49%
57
40%
33%
21
15%
36%
24
17%
48%
4
3%
19%
23
16%
28%
27
7%
100%
51
14%
100%
76
20%
100%
37
10%
100%
105
28%
100%
15
4%
100%
60
16%
100%
16
4%
100%
29
8%
100%
94
25%
100%
174
47%
100%
59
16%
100%
50
13%
100%
21
6%
100%
82
22%
100%
144
MALES
GENDER
374
TOTAL
SAMPLE
72%
26%
59
81%
7%
17
52%
11%
26
64%
17%
38
67%
51%
117
51%
21%
48
55%
7%
16
94%
7%
15
58%
15%
35
67%
4%
10
73%
33%
77
59%
10%
22
54%
18%
41
61%
13%
31
56%
7%
15
230
FEMALES
35%
20%
29
43%
6%
9
36%
13%
18
31%
13%
18
39%
47%
67
32%
21%
30
38%
8%
11
44%
5%
7
23%
10%
14
27%
3%
4
32%
24%
34
46%
12%
17
39%
21%
30
39%
14%
20
48%
9%
13
143
13-15
AGE
65%
23%
53
57%
5%
12
64%
14%
32
69%
18%
41
61%
46%
107
68%
28%
64
62%
8%
18
56%
4%
9
77%
20%
46
73%
5%
11
68%
31%
71
54%
9%
20
61%
20%
46
61%
13%
31
52%
6%
14
231
16-17
5%
18%
4
14%
14%
3
4%
9%
2
2%
5%
1
7%
55%
12
3%
14%
3
7%
9%
2
6%
5%
1
7%
18%
4
7%
5%
1
8%
36%
8
5%
9%
2
5%
18%
4
8%
18%
4
7%
9%
2
22
AFRICAN
AMERICAN
ETHNICITY
80%
23%
66
62%
5%
13
82%
14%
41
80%
16%
47
75%
45%
130
74%
24%
70
72%
7%
21
88%
5%
14
73%
15%
44
60%
3%
9
74%
27%
78
86%
11%
32
79%
21%
60
82%
15%
42
81%
8%
22
287
ANGLO
AMERICAN
15%
18%
12
24%
8%
5
14%
11%
7
19%
17%
11
18%
49%
32
22%
32%
21
21%
9%
6
6%
2%
1
20%
18%
12
33%
8%
5
18%
29%
19
8%
5%
3
16%
18%
12
10%
8%
5
11%
5%
3
65
OTHER
ETHNICITY
Q25 - WHAT ARE YOUR FAVORITE TYPES OF MUSIC?
27%
28%
22
29%
8%
6
28%
18%
14
17%
13%
10
24%
52%
41
17%
20%
16
31%
11%
9
25%
5%
4
18%
14%
11
40%
8%
6
18%
24%
19
30%
14%
11
30%
29%
23
25%
16%
13
30%
10%
8
79
CENTRAL
REGION
24%
24%
20
24%
6%
5
22%
13%
11
25%
18%
15
24%
49%
42
16%
18%
15
14%
5%
4
25%
5%
4
27%
19%
16
7%
1%
1
27%
33%
28
19%
8%
7
14%
13%
11
12%
7%
6
19%
6%
5
85
NORTH
23%
24%
19
29%
8%
6
18%
11%
9
12%
9%
7
21%
47%
37
26%
30%
24
17%
6%
5
13%
3%
2
23%
18%
14
27%
5%
4
25%
33%
26
19%
9%
7
17%
16%
13
24%
15%
12
15%
5%
4
79
SOUTHWEST
26%
16%
21
19%
3%
4
32%
12%
16
46%
21%
27
31%
41%
54
41%
30%
39
38%
8%
11
38%
5%
6
32%
15%
19
27%
3%
4
30%
24%
32
32%
9%
12
38%
22%
29
39%
15%
20
37%
8%
10
131
TIDEWATER
113
Other
I don’t have a preference
Soul
Rock
Reggae and/or Ska
R&B
Punk Rock
32
22%
20%
55
38%
35%
28
19%
24%
20
14%
30%
83
58%
40%
13
9%
42%
7
5%
54%
18
13%
28%
160
100%
155
41%
100%
117
31%
100%
67
18%
100%
209
56%
100%
31
8%
100%
13
3%
100%
64
17%
100%
Pop
43%
144
374
MALES
GENDER
TOTAL
SAMPLE
72%
20%
46
46%
3%
6
58%
8%
18
60%
55%
126
70%
20%
47
76%
39%
89
65%
43%
100
80%
56%
128
230
FEMALES
44%
20%
28
54%
5%
7
32%
7%
10
34%
50%
71
28%
13%
19
36%
29%
42
34%
37%
53
38%
43%
61
143
13-15
AGE
56%
16%
36
46%
3%
6
68%
9%
21
66%
60%
138
72%
21%
48
64%
32%
75
66%
44%
102
62%
43%
99
231
16-17
-
-
5%
14%
3
0
19%
27%
6
5%
50%
11
7%
23%
5
9%
45%
10
5%
32%
7
7%
50%
11
22
AFRICAN
AMERICAN
ETHNICITY
72%
16%
46
92%
4%
12
52%
6%
16
78%
56%
162
78%
18%
52
74%
30%
87
79%
43%
123
78%
43%
124
287
ANGLO
AMERICAN
23%
23%
15
8%
2%
1
29%
14%
9
17%
55%
36
15%
15%
10
17%
31%
20
16%
38%
25
16%
38%
25
65
OTHER
ETHNICITY
Q25 - WHAT ARE YOUR FAVORITE TYPES OF MUSIC?
20%
16%
13
23%
4%
3
26%
10%
8
20%
52%
41
21%
18%
14
26%
39%
31
21%
41%
32
26%
52%
41
79
CENTRAL
REGION
20%
15%
13
23%
4%
3
23%
8%
7
22%
54%
46
24%
19%
16
26%
35%
30
19%
35%
30
22%
41%
35
85
NORTH
17%
14%
11
23%
4%
3
19%
8%
6
24%
65%
51
13%
11%
9
23%
34%
27
26%
51%
40
23%
47%
37
79
SOUTHWEST
42%
21%
27
31%
3%
4
32%
8%
10
34%
54%
71
42%
21%
28
25%
22%
29
34%
40%
53
29%
36%
47
131
TIDEWATER
114
Never
Hardly ever
Sometimes
Most of the time
Always
1
1%
25%
15
9%
38%
47
29%
41%
57
35%
38%
43
26%
46%
4
1%
100%
39
10%
100%
115
29%
100%
149
37%
100%
93
23%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
54%
21%
50
62%
39%
92
59%
29%
68
62%
10%
24
75%
1%
3
237
FEMALES
46%
27%
43
40%
38%
60
32%
24%
37
33%
8%
13
100%
3%
4
157
13-15
AGE
54%
21%
50
60%
37%
89
68%
32%
78
67%
11%
26
-
-
0
243
16-17
1%
4%
1
6%
39%
9
9%
43%
10
8%
13%
3
-
-
0
23
AFRICAN
AMERICAN
ETHNICITY
80%
24%
74
79%
38%
117
72%
27%
83
77%
10%
30
75%
1%
3
307
ANGLO
AMERICAN
19%
26%
18
15%
33%
23
19%
31%
22
15%
9%
6
25%
1%
1
70
OTHER
ETHNICITY
26%
28%
24
18%
32%
27
20%
27%
23
26%
12%
10
25%
1%
1
85
CENTRAL
REGION
24%
24%
22
26%
42%
39
23%
29%
27
10%
4%
4
25%
1%
1
93
NORTH
20%
22%
19
21%
36%
31
23%
30%
26
26%
11%
10
25%
1%
1
87
SOUTHWEST
30%
21%
28
35%
39%
52
34%
29%
39
38%
11%
15
25%
1%
1
135
TIDEWATER
Q26 - HOW MUCH DO YOU PAY ATTENTION TO ADS YOU SEE WHEN YOU LEAVE YOUR HOUSE (I.E. BILLBOARD ADS, ADS ON BENCHES, ADS ON BUSES, ADS IN SUBWAYS, ETC.)?
115
None of the above
Other
Wild Postings (posters)
Subways/trains/buses
Postings in bathrooms stalls
Postcards
People in costumes
Commercials shown in the
theaters before the movie starts
Blimps/planes pulling banners
Billboards
Benches
Ads in malls
31%
8
5%
27%
21
13%
32%
25
15%
40%
33
20%
37%
26
16%
37%
42
26%
53%
100%
30
8%
100%
65
16%
100%
63
16%
100%
90
23%
100%
71
18%
100%
79
20%
100%
45%
100%
16%
17%
16%
21%
28
62
26
35%
100%
31%
36%
42%
84
59
169
100%
53%
100%
47
10%
8%
29%
16
30
152
40%
100%
38%
52
32%
130
33%
163
MALES
GENDER
400
TOTAL
SAMPLE
47%
16%
37
63%
19%
45
63%
24%
57
60%
16%
38
68%
19%
44
73%
9%
22
69%
24%
58
69%
44%
105
55%
14%
34
65%
46%
110
47%
6%
14
60%
33%
78
237
FEMALES
44%
22%
35
42%
19%
30
34%
20%
31
35%
14%
22
32%
13%
21
53%
10%
16
39%
21%
33
37%
36%
56
39%
15%
24
37%
40%
63
27%
5%
8
37%
31%
48
157
13-15
AGE
56%
18%
44
58%
17%
41
66%
24%
59
65%
17%
41
68%
18%
44
47%
6%
14
61%
21%
51
63%
40%
96
61%
16%
38
63%
44%
106
73%
9%
22
63%
34%
82
243
16-17
-
-
0
8%
26%
6
2%
9%
2
11%
30%
7
2%
4%
1
7%
9%
2
7%
26%
6
7%
48%
11
8%
22%
5
8%
57%
13
10%
13%
3
10%
57%
13
23
AFRICAN
AMERICAN
ETHNICITY
81%
21%
64
76%
18%
54
77%
22%
69
75%
15%
47
78%
17%
51
77%
7%
23
75%
21%
63
76%
37%
115
81%
16%
50
80%
44%
136
73%
7%
22
69%
29%
90
307
ANGLO
AMERICAN
19%
21%
15
15%
16%
11
21%
27%
19
14%
13%
9
20%
19%
13
17%
7%
5
18%
21%
15
17%
37%
26
11%
10%
7
12%
29%
20
17%
7%
5
21%
39%
27
70
OTHER
ETHNICITY
28%
26%
22
23%
19%
16
21%
22%
19
16%
12%
10
17%
13%
11
23%
8%
7
19%
19%
16
23%
41%
35
23%
16%
14
26%
52%
44
30%
11%
9
20%
31%
26
85
CENTRAL
REGION
18%
15%
14
28%
22%
20
26%
25%
23
38%
26%
24
29%
20%
19
17%
5%
5
33%
30%
28
28%
46%
43
32%
22%
20
18%
33%
31
30%
10%
9
26%
37%
34
93
NORTH
22%
20%
17
21%
17%
15
22%
23%
20
17%
13%
11
23%
17%
15
27%
9%
8
17%
16%
14
22%
38%
33
19%
14%
12
21%
41%
36
20%
7%
6
16%
24%
21
87
SOUTHWEST
Q27 - THINK ABOUT THE TYPES OF ADS YOU SEE WHEN YOU LEAVE HOME. WHAT TYPES OF THESE ADS DO YOU NOTICE MOST OFTEN?
33%
19%
26
28%
15%
20
31%
21%
28
29%
13%
18
31%
15%
20
33%
7%
10
31%
19%
26
27%
30%
41
26%
12%
16
34%
43%
58
20%
4%
6
38%
36%
49
135
TIDEWATER
116
Never
Hardly ever
Sometimes
Most of the time
Always
18
11%
37%
58
36%
39%
54
33%
43%
13
8%
38%
20
12%
47%
49
12%
100%
149
37%
100%
125
31%
100%
34
9%
100%
43
11%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
53%
10%
23
62%
9%
21
57%
30%
71
61%
38%
91
63%
13%
31
237
FEMALES
56%
15%
24
50%
11%
17
35%
28%
44
40%
38%
60
24%
8%
12
157
13-15
AGE
44%
8%
19
50%
7%
17
65%
33%
81
60%
37%
89
76%
15%
37
243
16-17
2%
4%
1
9%
13%
3
6%
35%
8
4%
26%
6
10%
22%
5
23
AFRICAN
AMERICAN
ETHNICITY
79%
11%
34
65%
7%
22
77%
31%
96
79%
38%
118
76%
12%
37
307
ANGLO
AMERICAN
19%
11%
8
26%
13%
9
17%
30%
21
17%
36%
25
14%
10%
7
70
OTHER
ETHNICITY
19%
9%
8
18%
7%
6
24%
35%
30
22%
39%
33
16%
9%
8
85
CENTRAL
REGION
21%
10%
9
24%
9%
8
23%
31%
29
22%
35%
33
29%
15%
14
93
NORTH
28%
14%
12
21%
8%
7
24%
34%
30
18%
31%
27
22%
13%
11
87
SOUTHWEST
33%
10%
14
38%
10%
13
29%
27%
36
38%
41%
56
33%
12%
16
135
TIDEWATER
Q28 - HOW MUCH DO YOU PAY ATTENTION TO WORD-OF MOUTH ADVERTISING? WORD-OF MOUTH ADVERTISING IS WHEN A FRIEND OR SOMEONE YOU KNOW TELLS YOU - ABOUT A PRODUCT
THEY LIKE, AND SUGGEST THAT YOU TRY IT.
117
I have never seen street team
advertising
Never
Hardly ever
Sometimes
Most of the time
Always
10%
31%
29
18%
38%
33
20%
35%
14%
100%
77
19%
100%
95
24%
100%
50%
17
54
100%
43%
100%
68
7%
7%
42%
12
28
135
36%
100%
34%
4
2%
11
3%
163
MALES
GENDER
400
TOTAL
SAMPLE
50%
28%
67
65%
26%
62
62%
20%
48
69%
16%
37
57%
7%
16
64%
3%
7
237
FEMALES
47%
40%
63
42%
25%
40
30%
15%
23
37%
13%
20
32%
6%
9
18%
1%
2
157
13-15
AGE
53%
30%
72
58%
23%
55
70%
22%
54
63%
14%
34
68%
8%
19
82%
4%
9
243
16-17
4%
26%
6
5%
22%
5
5%
17%
4
7%
17%
4
4%
4%
1
27%
13%
3
23
AFRICAN
AMERICAN
ETHNICITY
79%
35%
107
74%
23%
70
74%
19%
57
78%
14%
42
82%
7%
23
73%
3%
8
307
ANGLO
AMERICAN
16%
31%
22
21%
29%
20
21%
23%
16
15%
11%
8
14%
6%
4
-
-
0
70
OTHER
ETHNICITY
23%
36%
31
21%
24%
20
16%
14%
12
22%
14%
12
21%
7%
6
36%
5%
4
85
CENTRAL
REGION
21%
30%
28
20%
20%
19
31%
26%
24
22%
13%
12
21%
6%
6
36%
4%
4
93
NORTH
21%
33%
29
23%
25%
22
22%
20%
17
19%
11%
10
29%
9%
8
9%
1%
1
87
SOUTHWEST
35%
35%
47
36%
25%
34
31%
18%
24
37%
15%
20
29%
6%
8
18%
1%
2
135
TIDEWATER
Q29 - How much do you pay attention to street team advertising? Street teams are people who approach you - ON THE STREET AND TELL YOU ABOUT A PRODUCT OR COMPANY, AND
SOMETIMES HAND OUT FREE SAMPLES OR FLYERS.
118
No
Yes
125
77%
36%
38
23%
69%
345
86%
100%
55
14%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
31%
7%
17
64%
93%
220
237
FEMALES
45%
16%
25
38%
84%
132
157
13-15
AGE
55%
12%
30
62%
88%
213
243
16-17
7%
17%
4
6%
83%
19
23
AFRICAN
AMERICAN
ETHNICITY
69%
12%
38
78%
88%
269
307
ANGLO
AMERICAN
24%
19%
13
17%
81%
57
70
OTHER
ETHNICITY
Q30 - DO YOU READ OR FLIP THROUGH MAGAZINES?
22%
14%
12
21%
86%
73
85
CENTRAL
REGION
20%
12%
11
24%
88%
82
93
NORTH
27%
17%
15
21%
83%
72
87
SOUTHWEST
31%
13%
17
34%
87%
118
135
TIDEWATER
119
Never
Hardly ever
Sometimes
Most of the time
Always
THOSE READ OR FLIP THROUGH
MAGAZINES
7
6%
30%
28
22%
34%
51
41%
35%
23
18%
38%
16
13%
48%
23
7%
100%
83
24%
100%
145
42%
100%
61
18%
100%
33
10%
100%
125
MALES
GENDER
345
TOTAL
SAMPLE
52%
8%
17
62%
17%
38
65%
43%
94
66%
25%
55
70%
7%
16
220
FEMALES
45%
11%
15
39%
18%
24
41%
45%
59
28%
17%
23
48%
8%
11
132
13-15
AGE
55%
8%
18
61%
17%
37
59%
40%
86
72%
28%
60
52%
6%
12
213
16-17
-
-
0
8%
26%
5
3%
21%
4
10%
42%
8
9%
11%
2
19
AFRICAN
AMERICAN
ETHNICITY
85%
10%
28
75%
17%
46
79%
43%
115
78%
24%
65
65%
6%
15
269
ANGLO
AMERICAN
15%
9%
5
16%
18%
10
18%
46%
26
12%
18%
10
26%
11%
6
57
OTHER
ETHNICITY
24%
11%
8
16%
14%
10
23%
45%
33
22%
25%
18
17%
5%
4
73
CENTRAL
REGION
Q31 - HOW MUCH DO YOU PAY ATTENTION TO ADS IN MAGAZINES?
12%
5%
4
28%
21%
17
27%
48%
39
20%
21%
17
22%
6%
5
82
NORTH
36%
17%
12
20%
17%
12
15%
31%
22
25%
29%
21
22%
7%
5
72
SOUTHWEST
27%
8%
9
36%
19%
22
35%
43%
51
33%
23%
27
39%
8%
9
118
TIDEWATER
120
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
GENDER AGE REGION
African American
ETHNICITY
17,ym,nick
Amreican Girl L.L.Bean Kids Discovrey Kids
diabeyts forcast young rider hore illistrated
espn magazine, sports illustated, teen people
Girl Magazine Scholastic Discovery
playboy, porn4u, your mom
Seventeen HorseIllustrated ElleGirl Cosmo YoungRider
sports illustrated, esquire
teen people, ym, m, and people
victoria secrets nation geo graphics ll. bean
YM seventeen cosmogirl
YM, Teen people, cosmo girl
Time, Field and Stream
1.GL 2.ym 3.cosmogirl
1.)GL 2.)ym 3.)CosmoGirl
AmericanGirl Nickolodean Pepole
cosmogirl,j-14,the M
Girl's Life, American Girl and Sports Illustrated
j-14, teen people, ym
People,Teen People,US Weekly
seventeen teen people cosmo girl
Seventeen TeenPeople Ym
teen people, seventeen, LTD2
Xbox, Nintendo Power, and Vibe/Complex.
???
Dog Fancy Sports Illustrated Cat Fancy
Neopets Disney Adventures Limited 2
nick disney ym
seventeen magazine,people,ym
Tu, Ym teen people
WEr
Q32-WHAT MAGAZINES DO YOU READ? LIST YOUR THREE FAVORITES.
121
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
13
14
14
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
North
North
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
Travel Guide, People, Time
espn
YM CosmoGirl American Girl
YM TeenPeople CosmoGirl
ym, teen people, and cosmo girl
American Girl
J-14, YM, SEVENTEEN
m-magizine, j-14, ym
Seventeen YM Covergirl
Seventeen, cosmopolitan, J14
1. People
17 , oprah
Cosmo girl, YM, Marie Claire
elle girl, us weekly, people
I dont have any prefrences
J-14 Seventeen M
national Geographics, Food and Wine, and Art news
People, YM, and American Girl Magazine
seventeen
seventeen ym m
Teeb People; People, Time
teen people, teen vogue, and ym
teen people, young miss, people
Teen, Jet, Ebony
teenpeople jet nick
y,teen magizine and muscle
YM
ym your magazine teen vouge
ym, J-14,and Teen People
ym,17,us weekly
122
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
North
North
North
North
Southwest
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
Mad magazine, Rolling Stone, Guitar World
Mad, Seventeen, Ym
teen people, us, tennis
USWeekly YM TeenPeople
Teen people, J14, YM
People Entertanment weekly anything lying around
Seventeen and girl's life
seventeen J-14 teenpeople
Seventeen, CosmoGirl, and Teen People
Vibe source proplay
x-game
teenpeople j-14 ym
TeenPeople YM Cosmo-Girl
YM, teenpeople, J14
brio
BUST Bitch
MAD, Seventeen, YM
RollingStone GamePro Blender
seventeen, cosmopolitan, cosmo girl
Surfer SG Guitar
I don't have any favorites.
I DONT HAVE ONE
j-14, cosmo girl, teen peple
Mens Health,Sports Ill
no no no
People, Country Music, Blast
seventeen m j14
seventeen m j14
TeenPeople Seventeen YM
YM, pEOPLE Teen People
cosmopolitan
123
15
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
North
Tidewater
Central
Central
Central
Central
Central
Central
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
ETHNICITY
Rolling Stone Newsweek Teen People
Cosmo, Redbook, People
Discover Magazine Pointe Magazine Teen Guidepost
j-14 seventeen alloy
J-14, m, and pop star
music magazines
Seventeen InStyle YM NationalGeographic ScientificAmerican
seventeen ym cosmo
Seventeen ym People
young and modern (ym) seventeen cosmopolitian
Computer Games Game World Skateboarding
Cosmo Girl Womans World Time
Cosmogirl Girls life
Cosmogirl YM 17
i only read magazines for the advertisements; i don't have favorites. when i go to the
doctor's office, i grab the closest magazine and look at the ads. when i see an ad that i
really like, i try to rip it out so i can put it in my collection of ads.
Jet, Vibe,
Lucky YM Fitness
people guideposts for teens seventeen
People, Seventeen, US Weekly
seventeen ym cosmogirl
Seventeen YM GL
siteen,seventeen,ym
W, vogue, ellw
ym
YM Vogue J14
YM, Girls' Life, New Era
YM, seventeen, TIME
ym,GL,dinsey
124
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
African American
Other Ethnicity
Other Ethnicity
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
ETHNICITY
bazaar, vogue, instyle
CosmoGirl YM
elle people j14
horse Illustrated, National Geographic, horse Rider
Seventeen, Parade, YM
Seventeen, Teen People, People
Seventeen, YM, and Cosmopolitain
YM Seventeen CosmoGirl
ym
Rolling Stone Eisley band Fanzine Graphic Design
Seventeen, Reader's Digest
1. American Girl 2. Cosmo Girl 3. Music News
cosmo seventeen ym
cosmogirl thrasher sg
disney baby!!!!!!!!!!!!!
gothicbeauty redbook people
J-14, SEVENTEEN, YM
M mag, Nick, Teen People
self, instyle, W
Seventeen abc
Seventeen Sugar MAD
seventeen teen people marie clarie
Seventeen, People, Cosmogirl
ym
Ym Cosmopolitan Elle
ym teenpeople people
YM, Cosmogirl, Seventeen
YM, Seventeen, Glamour
YM, Teen People, Neopets Magazine
YM; People; In Style
125
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
17
17
17
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
Other Ethnicity
ETHNICITY
j 14, twist, and teen pop
reenvogue vogue m ym
seventeen
seventeen, people
seventeen, ym, vogue
Teen People, Spin, and Cosmo Girl
Teen People,Ym, and Juxtapos
ym people bop
YM Seventeen Lucky
YM TWIST 17
teen people, J14, cosmo
ym, teen epeople, cosmo girl
1. People 2. Teen People 3. Seventeen
Cosmo, Elle, People
cosmo, seventeen, ym, vogue
cosmopolitan, self, marie claire
DanceSpirit People Cosmo
Mass Appeal, Seventeen, Rolling Stone
people seventeen teenpeople
seventeen cosmopolitan people
seventeen,
Surfer YM Seventeen
Teen People Others just when at the dentist office or something
Teen People, People, US
thrasher, skateboarder, time
vogue, w, and elle
YM TeenPeople Cosmogirl
Cosmo Vogue TeenVogue
Cosmo, People/Teen People, InTouch
Cosmo Girl, Seventeen, YM
cosmo,
126
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Central
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Central
Central
Central
Central
Central
Central
Central
Central
Central
GENDER AGE REGION
African American
African American
African American
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
Other Ethnicities
ETHNICITY
cosmopolitain, YM, and J-14
Cosmopolitan Glamour CosmoGirl
Cosmopolitan, YM, Jane
In Touch, Star, YM
Juxtapost RollingStone Real Simple
People TeenPeople YM
Seventeem Twist YM
Seventeen, People, Teen People
Teen People Magazine, People Magazine and many more must of the time fashion
magazines
ym seventeen cosmogirl lucky
Cosmopolitain, Newsweek and Seventeen
Seventeen Cosmo Girl
Seventeen Cosmo
Seventeen, Cosmo and Newsweek
Seventeen, Cosomo, CosmoGirl
marieclaire seventeen vogue
Newsweek Seventeen Vogue
Seventeen TeenPeople Cosmo
Seventeen, ESPN, Cosmopolitan
1. Cosmopolitan 2. Glamour 3. People
Seventeen, YM, Teen People
cosmopolitan playboy hustler
Cosmopolitan, Glamor, Seventeen
people, star, cosmo
US Weekly, In Touch Weekly, People
ym
ym, cosmogirl, seventeen
YM, VOGUE, People
People
Bazaar, Teen Vogue, YM
127
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Female
Male
Male
Male
Male
Male
Male
Male
Male
Male
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
13
13
13
13
13
13
13
13
13
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
North
North
North
North
Southwest
GENDER AGE REGION
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicity
Other Ethnicity
African American
Other Ethnicities
ETHNICITY
Cosmo, Vogue, Glamour
Cosmopolitan,People,Seventeen,
Heath Hoards Dairyman Better Homes and Garden
rock magazines
teen people disney adventure any teen magazine
Ebony, Home & Gardens
Rolling Stone, Vogue, GQ
j14 time smithsonion
Self, Allure, Glamour
teenbeat glamour cosmogirl
Cosmopolitan, Seventeen, Vogue
Mustangs, YM, Travel, Teen People
3. time 2. seventeen 1. cosmogirl
Cosmopolitan, Self, Glamour
Look-look, Seventeen, YM
newsweek, new yorker, CJR
Seventeen YM TeenPeople Cosmo
Seventeen, Cosmo, Self
Seventeen, TokyoPop, Animerica
Seventeen,Cosmo Girl,Teen People
W, Bazaar, WWD
YM Girl'sLife AmericanGirl
anime game informer enernament
ccs, lego shop at home, budk
extreme sports magazines,, transworld
PC Gamer, Mick, SI
si, pc gamer, xbox
si fr kids, national geographic, nick
none
Transworld, skateboarding and snowboarding mags
jump, xbox, gamer
128
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
13
13
13
13
13
13
13
13
13
13
13
13
13
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
14
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
GENDER AGE REGION
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
ETHNICITY
1. Gameinformer
jump, national geographic, gamer mags
Lego Sports illustrated for kids Sports illustrated
mad, transworld
national geographic, SI for kids, PC Gamer
national inqior,cars,motercycles
Nickeloden Magazine,Tips&Tricks,Game Informer
None
si, mens journal, field and stream
time,people,teen
transworld, national geographic
Transworldmotocross,Dirtrider,Motosportoutlet
xbox, lego, nickelodeon
don’t' know
national geographic, pc gamer, mad
none
nonenone
sports illustrated, people, espn
PCWorld Computer Shopper Newsweek
Sports Illustrated, ESPN,
game Informer Nintendo Power Shooter
none none none
playboy
reugftsyihdfcuisdcxdfcdhiufhrivhdxiuhfixduhouxdhfuhdichcdhi
Sports illustrated for kids
1. Electronic Gaming Monthly 2. Xbox Magazine
1.Shonen Jump 2.Dirt Wheels 3.Surfer Magazine
Flip Home Garden Bill
I don't know
I really have no favorites. I just look through whatever is lying around.
iii
129
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
14
14
14
14
14
14
14
14
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
15
16
16
16
16
16
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
GENDER AGE REGION
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicities
Other Ethnicities
African American
African American
Other Ethnicities
Other Ethnicities
ETHNICITY
science magazines
Thrasher Bass Guitar 411 skateboards
any
ANY
Mad, Blender, Maxum
nickalodion, Muse, national geographic for kids
si for kids
sportillusterd sportillusted for kids teen
espn, si, maxim
nonenone
opm outside computerpc
playstation, oc gamer, pc world
rolling stone, vibe, maxim
metal edge, revoilver, hit parader
Electronic Gaming Monthly, Bass Guitar World, National Geographic
nickelodeon, family handyman, playstation magazine
golf digest sports illustrated espn
game pro computer monthly code breaker
inuyasha,trigun,and yuroni kenshin
Mac World Official XBOX Magazine People
stuff, playstation, gamer
transworld, thrasher, vibe
1.)Mens Health 2.)Blender 3.)Spin
Golf Magazine Golf Pro Guitar Reader
stuff playboy oxm
surfer, surfing, maxim
game pro, car magazines
I dont have one
Maxim Stuff FHM
Motor Trend, Automobile, Car & Driver
pcgamer gamepro pc
130
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
Central
Central
Central
North
North
North
North
North
North
North
North
North
North
North
North
North
North
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
GENDER AGE REGION
Other Ethnicities
Other Ethnicity
ETHNICITY
pcgamer electronic gaming monthly computer gaming world
Rolling Stones Scientific American Pharmacist Journal
time, newsweek, nyt
scienceweekly USNews Timse
vibe, thrasher, transworld
Action Pursuit Games Official Playstation Magazine White Dwarf
Cabela's, Hot rod magazine, Street Trucks
Car Magazines
ESPN, SI, Stuff
i don't know
mad, gq, si
none
pb teen, national geographic, home&garden
pcgamer xbox
pc gamer, pc world, newsweek
PSM OPM Lego
Transworld Skateboarding Skateboarder People
transworld snowboarding inquest maxim
Car and Snowbarding magazines, maxim
don't know
ESPN, Sports Illustrated, none
game pro gmr electronic gamer
Gamepro, Nintendo Power
gamer mags, sports mags
Jet Flavor takeit
maxim, vibe, stuff
money, bmx, ski
National Geographic Playstation 2 magazine
new york times, vibe, look-look
pc gamer, nickolodeon, adventures
PC World, Electronic gaming monthly, pc gamer
131
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
16
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Central
Central
Central
Central
Central
Central
Central
Central
Central
North
North
North
North
North
North
GENDER AGE REGION
African American
African American
Other Ethnicities
Other Ethnicities
Other Ethnicity
African American
Other Ethnicities
Other Ethnicity
ETHNICITY
Rolling Stone, Vibe, Thrasher
Si, ESPn, Men's Health
TIME, LIFE, NEWSWEEK
music mags hunting fishing mags guns and knifes mags
tips&tricks Vibe Teenpeople
RollingStone Playboy Time
si, national geographiv, people
Breakaway
Mad, Popular Science,
Playboy Maxim Blender
PSM Gamepro People
si
si, mens journal, shape
time, si, shape
Vogue Allure Cosmo
Wired, Readymade, Maxiumum PC, Computer Design World
Dont have any favorites
I don't have any favorites. I'll just read whatever I happen to see laying around.
none
PCworld EGM Tips&Tricks
popular science, lego, national geographic
RollingStone SurferMagazine GQ
runnersworld guidepost envoy crisis
the source, vibe, import tuner
Transworld, Thrasher, Slap
The Source XXL Electronic Gaming Monthly
Mens Health
blender, vibe, maxim
1.M&M 2.Mad 3.PlayBoy
elle cosmo people
maxim, stuff, blender
132
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
Male
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
17
North
Southwest
Southwest
Southwest
Southwest
Southwest
Southwest
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
Tidewater
GENDER AGE REGION
Other Ethnicities
African American
African American
African American
Other Ethnicities
ETHNICITY
snowboarder, transworld snowboarding, maxim
cargo
Cosmo, Maxim, none
ESPN SPorts illustrated Dell Logic Puzzles
Game Informer, Field and Stream
rolling stone, maxim
Super Street PC Magazine Motorcyclist
ESSENCE EBONY JET
jet vibe
Time, Newsweek, People
I dont have any magazines
Action Pursuit Games Paintball 2 Xtremes Paintball Nation
Alternative Press, Modern Drummer, The Drama
alternative press, transworld, thrasher
Dragonball Z Woodcraft
golf digest, golf magazine, sports illustrated
importtuner caranddriver jegs
Maxim
maxim, thrasher
national geographic sports illustrated popular mechanics
People, GMR, Sports Illustrated
PSM GuitarWorld JuggsMagazine
reader'sdigest time progressive
surfer snowboarding alliance
surfing snowboarding hunting
surfing surfer snowboarder
teen people, TV guide, prevention
TeenPeople People
TIME, Guitar Player, The Drama You've Been Craving
Transworld Snowboard Time National Geographic
TV Guide, Entertainment Weekly
133
Walks/charitable event
sponsorship (i.e. the AIDS walk,
or when a company donates a
certain amount of profits to a
charity)
TV show sponsorship (i.e.this
show is brought to you by)
Sales/coupons
Contest with cool prizes (such
as cash, free trips, shopping
sprees, etc.)
Concert sponsorship (when a
company has a booth or a
banner at a concert)
Celebrity sponsorship (when a
celebrity is paid to wear certain
clothes, or drink a certain type of
drink, i.e. Tiger Woods is a
celebrity sponsor for Nike)
43
26%
33%
129
32%
100%
49%
100%
40%
100%
43
43%
44%
26%
70
177
88
38%
100%
22%
79
48%
206
38%
100%
52%
32
20%
84
36%
100%
21%
43
26%
120
163
MALES
GENDER
30%
400
TOTAL
SAMPLE
67%
36%
86
51%
19%
45
60%
45%
107
62%
54%
127
62%
22%
52
64%
32%
77
237
FEMALES
36%
30%
47
40%
22%
35
30%
34%
53
39%
52%
81
29%
15%
24
43%
33%
52
157
13-15
AGE
64%
34%
82
60%
22%
53
70%
51%
124
61%
51%
125
71%
25%
60
57%
28%
68
243
16-17
5%
26%
6
6%
22%
5
7%
52%
12
7%
65%
15
6%
22%
5
7%
35%
8
23
AFRICAN
AMERICAN
ETHNICITY
78%
33%
101
70%
20%
62
78%
45%
138
77%
51%
158
73%
20%
61
72%
28%
86
307
ANGLO
AMERICAN
17%
31%
22
24%
30%
21
15%
39%
27
16%
47%
33
21%
26%
18
22%
37%
26
70
OTHER
ETHNICITY
26%
40%
34
16%
16%
14
23%
47%
40
21%
52%
44
19%
19%
16
19%
27%
23
85
CENTRAL
REGION
21%
29%
27
18%
17%
16
20%
39%
36
25%
55%
51
21%
19%
18
23%
30%
28
93
NORTH
Q33 - WHICH OF THE FOLLOWING TYPES OF SPONSORSHIPS/PROMOTIONS DO YOU LIKE THE MOST?
22%
32%
28
25%
25%
22
21%
43%
37
22%
52%
45
19%
18%
16
22%
30%
26
87
SOUTHWEST
31%
30%
40
41%
27%
36
36%
47%
64
32%
49%
66
40%
25%
34
36%
32%
43
135
TIDEWATER
134
Never
Hardly ever
Sometimes
Most of the time
Always
9
6%
56%
24
15%
39%
57
35%
35%
37
23%
39%
36
22%
54%
16
4%
100%
61
15%
100%
161
40%
100%
95
24%
100%
67
17%
100%
163
MALES
GENDER
400
TOTAL
SAMPLE
46%
13%
31
61%
24%
58
65%
44%
104
61%
16%
37
44%
3%
7
237
FEMALES
49%
21%
33
35%
21%
33
39%
39%
62
39%
15%
24
31%
3%
5
157
13-15
AGE
51%
14%
34
65%
26%
62
61%
41%
99
61%
15%
37
69%
5%
11
243
16-17
3%
9%
2
5%
22%
5
7%
48%
11
7%
17%
4
6%
4%
1
23
AFRICAN
AMERICAN
ETHNICITY
79%
17%
53
79%
24%
75
75%
39%
121
77%
15%
47
69%
4%
11
307
ANGLO
AMERICAN
18%
17%
12
16%
21%
15
18%
41%
29
16%
14%
10
25%
6%
4
70
OTHER
ETHNICITY
30%
24%
20
18%
20%
17
20%
39%
33
15%
11%
9
38%
7%
6
85
CENTRAL
REGION
21%
15%
14
24%
25%
23
25%
43%
40
25%
16%
15
6%
1%
1
93
NORTH
19%
15%
13
25%
28%
24
20%
37%
32
21%
15%
13
31%
6%
5
87
SOUTHWEST
Q34 - HOW LIKELY ARE YOU TO PAY ATTENTION TO SPONSORSHIPS/PROMOTIONS (I.E. CONTESTS, CELEBRITY SPONSORSHIPS, CONCERT SPONSORSHIPS)?
30%
15%
20
33%
23%
31
35%
41%
56
39%
18%
24
25%
3%
4
135
TIDEWATER
135
No Answer
Other
Word-of-mouth
TV commercials
Street teams
Radio ads
Newspaper ads
Magazine ads
Internet ads
Billboards/benches/buses/subwa
ys/other ads outside your house
Ads before the movies
15
9%
27%
2
1%
33%
6
4%
24%
1
1%
13%
32
20%
46%
43
26%
42%
10
6%
59%
0
56
14%
100%
6
2%
100%
25
6%
100%
8
2%
100%
69
17%
100%
102
26%
100%
17
4%
100%
1
-
53%
100%
100%
6%
4%
-
16%
9
17
0
37
43%
100%
100%
0
1
41%
3%
7
58%
25%
59
54%
88%
3%
7
76%
8%
19
67%
2%
4
73%
17%
41
47%
3%
8
57%
3%
6
4%
8
59%
14
41%
100%
23%
55
237
FEMALES
4%
39
24%
94
24%
163
MALES
GENDER
400
TOTAL
SAMPLE
100%
1%
1
53%
6%
9
25%
16%
25
41%
18%
28
25%
1%
2
40%
6%
10
33%
1%
2
36%
13%
20
53%
6%
9
21%
2%
3
51%
31%
48
157
13-15
AGE
-
-
0
47%
3%
8
75%
32%
77
59%
17%
41
75%
2%
6
60%
6%
15
67%
2%
4
64%
15%
36
47%
3%
8
79%
5%
11
49%
19%
46
243
16-17
-
-
0
6%
4%
1
3%
13%
3
12%
35%
8
13%
4%
1
8%
9%
2
-
-
0
4%
9%
2
12%
9%
2
-
-
0
4%
17%
4
23
AFRICAN
AMERICAN
ETHNICITY
-
-
0
76%
4%
13
81%
27%
83
62%
14%
43
88%
2%
7
76%
6%
19
83%
2%
5
79%
14%
44
76%
4%
13
100%
5%
14
80%
24%
75
307
ANGLO
AMERICAN
100%
1%
1
18%
4%
3
16%
23%
16
26%
26%
18
-
-
0
16%
6%
4
17%
1%
1
18%
14%
10
12%
3%
2
-
-
0
16%
21%
15
70
OTHER
ETHNICITY
-
-
0
24%
5%
4
24%
28%
24
23%
19%
16
38%
4%
3
20%
6%
5
50%
4%
3
20%
13%
11
12%
2%
2
-
-
0
18%
20%
17
85
CENTRAL
REGION
-
-
0
18%
3%
3
25%
27%
25
14%
11%
10
13%
1%
1
24%
6%
6
17%
1%
1
16%
10%
9
24%
4%
4
36%
5%
5
31%
31%
29
93
NORTH
-
-
0
29%
6%
5
15%
17%
15
22%
17%
15
50%
5%
4
24%
7%
6
17%
1%
1
27%
17%
15
41%
8%
7
50%
8%
7
22%
24%
21
87
SOUTHWEST
100%
1%
1
29%
4%
5
37%
28%
38
41%
21%
28
-
-
0
32%
6%
8
17%
1%
1
38%
16%
21
24%
3%
4
14%
1%
2
29%
20%
27
135
TIDEWATER
Q35 - THINK ABOUT ALL THE DIFFERENT TYPES OF ADVERTISING WE’VE TALKED ABOUT IN THIS SURVEY. WHAT KIND OF ADS DO YOU PAY ATTENTION TO THE MOST? RANK ONLY YOUR TOP
THREE. LEAVE THE REST BLANK.
-- Rank 1 --
136
No Answer
Other
Word-of-mouth
TV commercials
Street teams
Radio ads
Newspaper ads
Magazine ads
Internet ads
45%
27
17%
35%
11
7%
58%
14
9%
38%
4
2%
40%
35
21%
42%
16
10%
31%
5
3%
50%
0
100%
77
19%
100%
19
5%
100%
37
9%
100%
10
3%
100%
83
21%
100%
51
13%
100%
10
3%
100%
1
-
8%
7%
100%
13
29
-
40%
100%
0
12
7%
30
47%
100%
8%
26
16%
55
14%
163
MALES
GENDER
400
TOTAL
SAMPLE
100%
0
1
50%
2%
5
69%
15%
35
58%
20%
48
60%
3%
6
62%
10%
23
42%
3%
8
65%
21%
50
55%
7%
16
60%
8%
18
53%
12%
29
237
FEMALES
-
-
0
50%
3%
5
25%
8%
13
36%
19%
30
20%
1%
2
38%
9%
14
53%
6%
10
42%
20%
32
48%
9%
14
43%
8%
13
47%
17%
26
157
13-15
AGE
100%
0
1
50%
2%
5
75%
16%
38
64%
22%
53
80%
3%
8
62%
9%
23
47%
4%
9
58%
19%
45
52%
6%
15
57%
7%
17
53%
12%
29
243
16-17
-
-
-
-
0
10%
4%
1
4%
9%
2
5%
17%
4
10%
4%
1
8%
13%
3
11%
9%
2
6%
22%
5
3%
4%
1
0
7%
17%
4
23
AFRICAN
AMERICAN
ETHNICITY
100% -
0 -
1
60%
2%
6
75%
12%
38
80%
21%
66
70%
2%
7
76%
9%
28
74%
5%
14
74%
19%
57
76%
7%
22
83%
8%
25
78%
14%
43
307
ANGLO
AMERICAN
0
30%
4%
3
22%
16%
11
16%
19%
13
20%
3%
2
16%
9%
6
16%
4%
3
19%
21%
15
21%
9%
6
17%
7%
5
15%
11%
8
70
OTHER
ETHNICITY
-
-
0
40%
5%
4
20%
12%
10
27%
26%
22
20%
2%
2
16%
7%
6
21%
5%
4
19%
18%
15
17%
6%
5
10%
4%
3
25%
16%
14
85
CENTRAL
REGION
-
-
0
10%
1%
1
18%
10%
9
31%
28%
26
20%
2%
2
22%
9%
8
26%
5%
5
27%
23%
21
7%
2%
2
27%
9%
8
20%
12%
11
93
NORTH
100% -
1% -
1
10%
1%
1
24%
14%
12
17%
16%
14
10%
1%
1
27%
11%
10
21%
5%
4
19%
17%
15
38%
13%
11
23%
8%
7
20%
13%
11
87
SOUTHWEST
0
40%
3%
4
39%
15%
20
25%
16%
21
50%
4%
5
35%
10%
13
32%
4%
6
34%
19%
26
38%
8%
11
40%
9%
12
35%
14%
19
135
TIDEWATER
-- Rank 2 --
137
No Answer
Other
Word-of-mouth
TV commercials
Street teams
Radio ads
Newspaper ads
Magazine ads
Internet ads
57%
20
12%
33%
5
3%
25%
14
9%
44%
3
2%
60%
26
16%
40%
19
12%
38%
14
9%
54%
0
100%
61
15%
100%
20
5%
100%
32
8%
100%
5
1%
100%
65
16%
100%
50
13%
100%
26
7%
100%
2
-
15%
11%
100%
24
42
-
42%
100%
1%
11
7%
26
38%
100%
7%
27
17%
71
18%
163
MALES
GENDER
400
TOTAL
SAMPLE
100%
1%
2
46%
5%
12
62%
13%
31
60%
16%
39
40%
1%
2
56%
8%
18
75%
6%
15
67%
17%
41
43%
8%
18
58%
6%
15
62%
19%
44
237
FEMALES
50%
1%
1
50%
8%
13
38%
12%
19
40%
17%
26
40%
1%
2
41%
8%
13
40%
5%
8
34%
13%
21
55%
15%
23
35%
6%
9
31%
14%
22
157
13-15
AGE
50%
0
1
50%
5%
13
62%
13%
31
60%
16%
39
60%
1%
3
59%
8%
19
60%
5%
12
66%
16%
40
45%
8%
19
65%
7%
17
69%
20%
49
243
16-17
-
-
-
-
-
-
-
-
0
0
6%
13%
3
3%
9%
2
40%
9%
2
6%
9%
2
0
7%
17%
4
7%
13%
3
0
10%
30%
7
23
AFRICAN
AMERICAN
ETHNICITY
50%
0
1
92%
8%
24
84%
14%
42
77%
16%
50
40%
1%
2
63%
7%
20
75%
5%
15
80%
16%
49
71%
10%
30
81%
7%
21
75%
17%
53
307
ANGLO
AMERICAN
50%
1%
1
8%
3%
2
10%
7%
5
20%
19%
13
20%
1%
1
31%
14%
10
25%
7%
5
13%
11%
8
21%
13%
9
19%
7%
5
15%
16%
11
70
OTHER
ETHNICITY
-
-
0
23%
7%
6
26%
15%
13
15%
12%
10
20%
1%
1
25%
9%
8
15%
4%
3
26%
19%
16
31%
15%
13
15%
5%
4
15%
13%
11
85
CENTRAL
REGION
-
-
0
23%
6%
6
28%
15%
14
28%
19%
18
40%
2%
2
25%
9%
8
15%
3%
3
31%
20%
19
14%
6%
6
12%
3%
3
20%
15%
14
93
NORTH
50%
1%
1
38%
11%
10
24%
14%
12
17%
13%
11
20%
1%
1
13%
5%
4
35%
8%
7
18%
13%
11
12%
6%
5
35%
10%
9
23%
18%
16
87
SOUTHWEST
50%
1%
1
15%
3%
4
22%
8%
11
40%
19%
26
20%
1%
1
38%
9%
12
35%
5%
7
25%
11%
15
43%
13%
18
38%
7%
10
42%
22%
30
135
TIDEWATER
-- Rank 3 --

Youth Media Consumption Insights (Ages 13

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