Qrius Youngster research
The research ‘Youngsters’ has been the most complete and independent survey on the environment of youngsters in The Netherlands for the past twenty years. Since 1991, when the first ‘Youngster research’ was held, the survey results are considered the norm for youth marketing when it concerns e.g. figures of reach, media behaviour and media use.
Since the beginning research has been organised in cooperation with participants. Over the years the composition of the participants has been decided by developments within the youngster market. Twenty year ago this market showed affinity with ‘traditional’ media, but nowadays the participants vary from media companies to online suppliers. In short, the youngster market is interesting for an increasing group of advertisers.
Clear Channel Hillenaar was firstly involved in the youngster research in 2009. With its Schoolboards Clear Channel Hillenaar is a serious partner when it concerns reaching youngsters in the core, i.e. their school environment.
According to the ‘Youngster survey’ the daily reach of Schoolboards, at schools where they are located, is around 80% for pupils of 12 to 19 years old. For the set youngster media (e.g. MTV, Radio 538, Facebook) the daily reach for the same age group varies from 2 to 59%. Communication a commercial message aimed at youngsters via Schollboards generates no waste. In order to create a clear idea of the effect of Schoolboards a comparison with websites, social media and several television- and radio channels is made. The chance of contacting Schoolboards has also been compared to the reading chance of several youngster magazines. These schedules show the results.
Results of reach Schoolboards compared to other youngster media.
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Results of reach Schoolboards compared to other youngster magazines
The below schedule show the total reach of Schoolboards, Pauze and School Magazine; i.e. the percentage of youngsters that have read the magazine at least once in the past 12 months or that have seen the advertising panels at schools at least on a weekly basis.
Source: Youngsters 2011, Qrius