NEWS: Media study shows growing attraction of TV to youngsters

Sixty per cent of young people have a TV in their room and two-thirds claim to have three or more TVs in their house, according to new research by BBJ Media Services.

Sixty per cent of young people have a TV in their room and two-thirds

claim to have three or more TVs in their house, according to new

research by BBJ Media Services.



Both sexes spend a large amount of their leisure time watching

television, with boys devoting 15 minutes a day more than girls. On an

average weekday, boys watch four-and-a-quarter hours of television and

six hours at the weekend.



Advertising was generally well-liked, the study found. Forty six per

cent said the latest Levi’s ad was their favourite, and recent Walkers

Salt ’n’ Lineker, Safeways and McDonald’s work also scored highly.



Favourite TV programmes were the X-Files and EastEnders, and Sky Movies

beat Sky One as the most popular non-terrestrial channel.



The findings were revealed in the latest sweep of Media 2000, a long-

term research project into the attitudes, tastes and habits of young

Londoners from BBJ.



Among the other results, Media 2000 discovered that 45 per cent of boys

and 37 per cent of girls read a newspaper every day. The Sun scored

highest, with 46 per cent of both sexes reading it. The Daily Mirror and

the Daily Mail did well too.



The study also found that boys read comics more than girls, with X-Men

as the favourite title. Just 17 is read by 57 per cent of girls, beating

Sugar at 46 per cent and Smash Hits, at 30 per cent, to the top spot.



Nigel Morris, a director of BBJ, said: ‘These findings point to how

important media is for young people in forming peer-pressure subjects

and groups.’



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