Vor 30 Jahren war das Fernsehen ein erfrischend junges Medium. Scharenweise hockten wir Kids um die Glotze, guckten unsere kleine Farm, Kimba, Catweazle, Rappelkiste, Raumschiff Enterprise, die Fraggles oder Tim Thaler und wir ließen uns nur mit massiver körperlicher Gewalt oder einer schönen Pommes Mayo von dieser weg bewegen. Vor 30 Jahren. Da gab es noch kein Internet, keine Podcasts, keine PSP, kein ICQ und keine Handys. Damals. Da war die Welt noch … langweilig. Da gab es nur das Fernsehen.
Heute gucken die Alten in die Röhre. Das Publikum von ARD und ZDF ist inzwischen durchschnittlich Anfang 60 und auch die Privaten von RTL und Sat1 erwischen nur noch das obere Viertel der „werberelevanten Zielgruppe“ der 14- bis 49-jährigen. Zwar ist z.B. der SAT1-Zuschauer immerhin noch rund 15 Jahre jünger als der öffentlich-rechtliche, aber schließlich ist auch er schon satte 49. Das hippe Livestyle-Magazin „Polylux“ mit Tita von Hardenberg hat einen Zuschauer-Altersdurchschitt von 53 Jahren. Das Satire-Magazin „Extra 3“ des NDR? 57 Jahre! Das jugendliche Medienmagazin „ZAPP“? 58. Selbst die Soap- und Telenovela-Junkies sind bedenklich alt. „Verbotene Liebe“: 56 Jahre. „GZSZ“: 44 Jahre. Dagegen wirkt das Publikum von „TV Total“ mit einem Durchschnitt von 35 Jahren schon geradezu verwirrt pubertär und ist zumindest noch fünf Jahre jünger als der selbstlose Moderator.
Schauen wir uns die Auflagen der Jugendzeitschriften an, wissen wir nur eines: Hier sind die Kids auch nicht mehr. Wie die IVW berichtete, verlor das ehemalige Flagschiff „Bravo“ satte 25,5% oder 156.000 Leser binnen des vergangenen Jahres. Besonders hart traf es die „YAM“ mit minus 42 % (-106.248). Nicht anders erging es Titeln wie „Top of the Pops“ (-43,8%), „GZSZ Magazin“ (-48%), „Popcorn“ (-31,5%) oder der Starflash (-34,1%). Selbst die Micky Maus verlor 14,9%. Dies stellt nicht nur die jeweiligen Sender und Verlage vor große Probleme, sondern auch die Werbeindustrie.
Wo steckt die Jugend? Kids im Alter ab 14 Jahren sind bereits sehr Medienerfahren und nutzen viele verschiedene Möglichkeiten. Handys, CD-Player, Radio, MP3 Player, Fernsehen, PCs, Spielekonsolen, Zeitschriften, Bücher und einige mehr. Somit teilt sich Ihre freie Zeit, je nach Vorlieben, auf viel mehr „Aufenthaltsorte“ auf, als es noch vor wenigen Jahren der Fall war. Allein der PC dient den Kids als Telefon (Skype), Kino (Clipfish), Treffpunkt (SchuelerVZ), Plauderecke (ICQ), Radio (surfmusic), Briefkasten (eMail), Lexikon (Wikipedia), Tageszeitung (Bild.de), Fotoalbum (Flickr) oder Ratgeber (Mr. Wong). Ein wirklich vielseitiges Medium, für dessen Zweck wir vor Jahren noch etliche verschiedene benötigt hätten. Trotz dieser enormen Menge an Möglichkeiten, nutzen laut der neuen Studie „Bravo Faktor 9“ des Bauer Verlages lediglich 68 Prozent der Kids von 12 bis 19 Jahren den PC wirklich ausgiebig. Die Studie berichtet ebenfalls, dass Jugendliche in der Summe deutlich weniger Zeit mit der Mediennutzung verbringen, als Erwachsene.
Aber was tun sie dann? Auch hier hat die Studie eine Antwort: Sie „chillen“. Unterhalten, abhängen und shoppen, gemeinsam DVDs anschauen und Musik hören führen die Liste an, weit vor Internet oder Videospiel. Eine mittlere Marketing-Katastrophe, denn damit entziehen sie sich dem Einfluß der Medien und somit der Werber.
Sind Kids somit nicht adressierbar? Doch, sie sind es. Sie Nutzen ja die Medien. Nur tun sie dies sehr individuell, selektiv, zweckorientiert und kurz. Die eine umfassende Medienplattform, mit der alle Kids erreicht werden können, ist längst Vergangenheit. Sie wurde abgelöst durch eine Vielzahl kleiner, aber sehr spezieller Angebote, die ihre eigenen Zielgruppen sehr genau ansprechen. Und auch diese sind keineswegs von Dauer. Sie wechseln, und zwar oft sehr schnell. Internet-Angebote für Kids haben nicht selten eine Halbwertzeit von sechs Monaten oder weniger. Dann werden sie abgelöst.
Und was heißt das für den Werbetreibenden? Nun, für gutes Jugendmarketing muß man arbeiten. Eine wirklich schlechte Nachricht für viele Marketingleiter und Agenturen. Wer erfolgreich sein und bleiben will, muss seine Zielgruppe und deren Medien-Kosumverhalten genaustens kennen, muß wissen, wo sie wann ist um seine Angebote zum richtigen Zeitpunkt plazieren zu können. Und dieser Marketingmix muß sich, soll er effektiv bleiben, alle paar Monate ändern. Denn in dieser Zeit ist die Karavane schon weitergezogen und „die Jugend“ steckt schon wieder woanders.
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