BBC and ITV lose appeal as youth grows up in Roar's 10-year findings

by Sam Matthews, Brand Republic 13-May-05, 08:30

LONDON – The BBC and ITV have lost their appeal to a maturing audience, falling out of favour with mid-twenties, according to Channel 4's and OMD Insight's youth research project Roar, which marks its 10th anniversary with a look at how the class of 95's views and lifestyles have changed.

The survey revealed that ITV and BBC One have lost their appeal with only 12% and 10% of Roar's original panel of 15- to 24-year-olds now picking ITV and BBC respectively, compared with 29% and 24% back in 1995.

Added to this, of the current Roar group of 15- to 24-year-olds only 7% and 13% chose ITV and BBC One respectively as their favourite channel.

For Channel 4, the news is better. It has seen interest among the 15-24 demographic remain largely unchanged. In 1995, 26% thought Channel 4 was the best station for them and 10 years on the figure for this age group is 25%.

The survey also revealed young people are less interested in TV, with 66% of people aged 15-24 in 1995 saying they watched TV seven days a week compared with 53% of current 15- to 24-year-olds.

Roar has also charted brand perceptions among the youth market. In 2005, superbrands such as Coca-Cola, Levi's, Budweiser, Calvin Klein, TopShop and Nike all occupy a place in "Brand Heaven", retaining their hold in the minds of the nation's youth throughout the last 10 years.

In 1995, Sprite, Marks & Spencer, Lucozade, Duffer, Budvar and Miss Selfridge were consigned to "Brand Hell".

Of these brands only Marks & Spencers fell in the same Hell category. The clothing giant was joined by "chav" brand Burberry, sportwear brands Gola and Dunlop and footwear brand Camper in 15- to 24-year-old eyes.

Elsewhere, online entertainment has soared in young people's lives. In 1995, only 7% of 15-24s surfed the web regularly. In 2005, 79% of this age group do, as do 81% of the 1995 Roar panel.

Channel 4 and OMD Roar consortium previously included The Guardian/Observer and Emap Advertising, which have since dropped out of the study. Methodology includes internet surveys and in-depth interviews among 1,000 young people and 1,000 25- to 34-year-old original Roar panel members.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.