Ira Mayer

MTV knows a few things about adolescent and young-adult consumers. Among the music network's key perceptions regarding its youthful audience: • They are becoming increasingly sophisticated consumers. • Bargain hunting is a point of pride for this age cohort. • Technology is "the defining feature" that sets them apart from previous generations. • They hate being labeled Generation Y or by any other tag. The music television network uses these and dozens of other insights to program its entertainment channels and to help its advertisers, including electronics vendors, aim their messages at this free-spending audience. By various measures, teenage and college-age shoppers control nearly

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