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