Nach dem Radio und den Jugendzeitschriften geht es jetzt auch dem Fernsehen empfindlich an den Kragen: Das Medium Internet hat dem TV bei jungen Nutzern den Rang abgelaufen. Wie die noch handwarme Studie “Mediascope Europe 2007” berichtet, nutzen 75 Prozent der befragten 16- bis 24-Jährigen fünf bis sieben Tage die Woche das Internet. Der Fernseher kommt jedoch nur noch bei 66 Prozent der Probanden regelmäßig zum Einsatz. Somit liegen die Jugendlichen in der Fernsehnutzung satte 13 Prozent unter dem Durchschnitt aller Altersklassen. Das muss die Werbewirtschaft erstmal verdauen.
Diese Entwicklung zeigt die Studie für Europa sogar noch deutlicher auf: Erstmalig gehen die europäischen 16- bis 24-Jährigen öfter online (82 Prozent) als sie fernsehen (77 Prozent). Zurückgeführt wird dies unter anderem auf die starke Verbreitung von Breitband-Anschlüssen, die es den Kids zunehmend erlauben, Filme, Videoclips, IP-TV oder Musik störungsfrei online zu konsumieren.
Woran es auch immer es liegen mag, dass die Jugend nun auch dem TV den Rücken kehrt – ich denke da beispielsweise an das unsäglich schlechte Programmangebot -, für die Werbungtreibenden wird es immer schwerer, die Zielgruppe zu erwischen. Ihren traditionellen Zeitschriften verweigert sie sich, das Radio erreicht sie nicht und nun auch noch das Fernsehen. Wo steckt die Jugend? Die Studie belegt es einmal mehr: Im Internet.
Aber das Internet ist so groß. Und irgendwie immer anders. Wie gemein. Da kommt einiges auf die so behäbigen Marketingabteilungen und Agenturen zu. Bisher weiß die Branche keine Antwort und steht nahezu ratlos vor dem Phänomen. Wenn sie es überhaupt schon bemerkt hat. Auf Anfrage werden auch von vermeintlichen Spezialisten noch immer klassische Werbeformen favorisiert. Ein fataler Irrtum, wie auch diese Studie aufzeigt. Doch bis die Werber eine Antwort gefunden haben, sind die Kids wohl schon weitergezogen.
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