Teens who attend movies consume more media.

According to an article in Advertising Age (http://adage.com/mediaworks/article?article_id=124804) about who consumes more media: movie-goers or non-movie goers, research has shown that movie-goers have a " 'Voracious appetite' "What we found here is that they look for those opportunities to consume media no matter what happens," said Tamara Gaffney, director-client services, IMMI. "They seem to have a voracious appetite that doesn't end -- the extent to which they're consuming media is surprising." " It is interesting to study the consumption between the two groups especially since the obvious assumption would be that non-movie goers have more time to consume more media than those who attend movies frequently. The consumption of movie-goers ages 13-24 may be suprising but it is a reflection of their lifestyles. I think this study shows something that may have been flying underneath the radar for some advertisers. Movie-goers usually send red alerts to media planners because this audience is choosing a medium with limited advertising exposure (besides product placement). It was emphasized throughout the article that the target audience (age 13-24) are easily entertained but hard to judge. Therefore, this is necessary information/research to media planners because they know they have an attainable audience but their advertising messages must be efficient and effective because of " a short attention span" for this age group. This research has also presented an obstacle for advertisers because now they need to reach that passive audience of non-movie goers. This can be a problem because this audience is not consuming one of the most highly publicized outdoor mediums (movies). Is it because they are avoiding advertising? Why are they not actively participating in a medium with limited advertising(besides product placement)? How does one reach such a passive audience that possibly have more leisure time? The exposure of this information maybe presenting new focus for some advertising campaigns. Utilize the K.I.S.S. (keep it simple stupid) method for those with that "voracious appetite" because you may have their attention but not for long; and find out how to innovatively reach a passive audience that are not easily moved despite the theatrics of the cinema.