What are the cool kids going to be watching this fall?
According to research by OTX, the Online Testing Exchange, the two shows that 13-17 year olds are most aware of and looking forward to are The CW's Gossip Girl - and ABC's Pushing Daisies.
Bruce Friend, president of media and entertainment insights at OTX, said some people may be surprised by the survey's finding that when it comes to learning about TV shows, teens said on-air promotions and other ads are their source of information.
"For all of the hype surrounding blogs and video-sharing sites, it's important for networks and marketers to understand that a majority of teenagers still get information about new programming from TV ads and promos," Friend said.
With teens, he added, word of mouth comes in much higher as a source of information than with older viewers. That word of mouth can come through direct conversation or via technologies as diverse as instant messaging and cell phones.
"Networks should know there are a lot of different ways to reach the teen market," Friend said.
One promotional strategy that showed up high on the list was cinema marketing, a strategy Pushing Daisies has utilized in its promotional campaign.
"That didn't exist 25 years ago for TV shows," Friend said, adding that wow when he goes to the movies, he sees promos for four or five network shows at cinemas in the AMC, Regal or other major chains.
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