Advertisers targeting young people could be wasting millions of
pounds by using traditional mainstream media, according to new research
The study, MediaLinx, concludes that young consumers are becoming
disillusioned with conventional mass media, particularly national
newspapers and ITV, which is described as ’lowest common denominator’
Advertisers’ use of mass media as an advertising vehicle is seen as
lacking creative input. Instead, micro media such as the Internet,
postcard advertising and ticket stubs hold credibility with 16- to
According to MediaVest’s research and strategy director, Nigel Foote,
this was the most surprising finding to emerge from the study.
’Young people are rejecting mass media, which we spend a lot of our
clients’ money on. Advertisers don’t benefit from the environment of
most conventional offerings when targeting the youth market and we need
to supplement mass media with selected micro media,’ he said.
The study found that young consumers are adopting a self-navigating
attitude to media consumption in a climate of increased media
fragmentation. It surveyed 230 16- to 24-year-olds across the UK.