Target Audience Research

Men 16-34
Young men are traditionally perceived as a difficult bunch to reach through TV, and although they don't spend as much time with their tele as women of the same age, it undoubtedly plays a significant role in their lives.
Men in this age bracket are significantly less likely to have children in the household than women of the same age (65 per cent of men have no kids in the house compared to 42 per cent of women) and this has a significant impact on their media consumption. Nearly 60 per cent are single and as a result, their social lives and careers provide the focal point of their lives. The majority work full-time, but part-time working is also a factor as the number of students continues to rise. To a certain degree, work opportunities lead to greater concentrations of young men in the south of England. Over a third of men aged between 16-34 live in London and the South East.
Young men remain one of the lightest viewing audiences of TV, and also one of the most profitable. Viewing is centred around their interests and daily schedules and as a result, weeknight viewing is high, particularly during late peak. This group are more likely to watch post-pub than any other, where comedies and general entertainment feature highly, suiting the mood perfectly. Sharing of the remote is also less likely (as many young women will no doubt testify) especially at weekend where sports dominate the schedule.
Predictably, sports are one of the main drivers of viewing against this audience. The Sky platform is popular. 80 per cent have access to digital and around 12 per cent subscribe to Sky+ - well above the all-adults average. Sky Sports, Sky Sports News, Channel 4, Bravo and Kerrang rate amongst the preferred channels, revealing their propensity for sports, (MOTD, Formula 1) comedy, (Peep Show, My name is Earl) and factual (Brainiac, The Gadget Show). Watercooler shows such as 24 and Lost also feature heavily on their content radars.
In terms of other media, newspapers, cinema and radio (largely sport and music) are popular choices amongst young men. Nearly 25 per cent are considered heavy users of newspapers with tabloids forming the bulk of their reading. Magazines are also gaining in popularity due to the explosion of formats aimed at this market. Weekly titles such as Zoo and Nuts are beginning to rank alongside Loaded, Maxim and FHM. This age group is also more likely to buy special interest magazines such as Four Four Two, What Hi-Fi? and PC Format.
As expected, the internet is a prime focus for young men. Almost 70 per cent have broadband at home (well ahead of average take up amongst all adults) and this is reflected in the growing popularity of online gaming. Shopping sites (especially for games and software) are ranking increasingly high amidst the standard favourites of sport, banking and news.

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