NEW YORK, Nov. 2, 2011
/PRNewswire/ -- YouTube is the highest ranked social media brand in
equity among Americans 13 to 24 years old, based on results from
the 2012 Harris Poll Youth EquiTrend® study from Harris Interactive
(NASDAQ: HPOL). However, when social media is compared to
television, Kids TV Programming and Broadcast TV Network brands
garner higher equity scores in general. Additionally, among those
social media outlets surveyed, both YouTube and Facebook receive
substantially higher scores than competitors, demonstrating their
significant market lead.
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"All the talk is about Facebook, so it is surprising to see
YouTube come out as the social media 'Brand of the Year'," said
Regina A. Corso, Senior Vice
President for Youth and Education Research at Harris Interactive.
"For many teens and young adults, the allure of Facebook is still
there, but YouTube has become an alternative media outlet. This is
something that marketers should remember when creating their social
media strategies."
Youth EquiTrend calculates brand equity by measuring
familiarity, quality, and purchase consideration; develops an
average score for each category; and awards "Brand of the Year"
honors to the highest ranking brands in their respective
categories. Within the 13 youth interest categories that comprise
the study, there are three media groups: kid TV programming,
broadcast TV network, and social media.
Kids TV Programming (among 8-12 year olds)
- The 2012 Harris Poll Youth EquiTrend Kids TV Programming Brand
of the Year is Nickelodeon, owned by MTV Networks, a
subsidiary of Viacom International. Other brands with equity scores
above the category average are Disney Channel, Cartoon Network,
NickToons and Disney XD.
Broadcast TV Network (among 8-24 year olds)
- Among a broader youth audience, ABC, the home of new
series Once Upon a Time and the popular Dancing with the
Stars, is the 2012 Harris Poll Youth EquiTrend Broadcast TV
Network Brand of the Year. Fox Television Network and CBS take the
second and third slots.
Social Media (among 13-24 year olds)
- YouTube is the 2012 Harris Poll Youth EquiTrend Social Media
Brand of the Year followed by Facebook. The two other social media
sites surveyed fall below the category average.
Methodology
The Youth EquiTrend® study evaluates measures including: Equity,
Emotional Connection, and Brand Advocacy. The keystone to the
program is Equity, which provides an understanding of a brand's
overall strength and is determined by a calculation of Familiarity,
Quality, and Purchase Consideration.
This year's Harris Poll Youth EquiTrend® study was conducted
online among 5,077 U.S. consumers ages 8-24 in August, 2011. A
total of 121 brands were rated among 8-12 year olds and 167 brands
among 13-24 year olds. Each 8-12 year old respondent was asked to
rate a total of 15 randomly selected brands and each 13-24 year old
respondent was asked to rate a total of 22 randomly selected
brands. Each brand received at least 130 ratings. Data were
weighted to be representative of the entire U.S. population of
consumers ages 8-24 on the basis of age, sex, education, urbanicity
(8-17 year olds) race/ethnicity, region, parental education (8-17
year olds) and income (18-24 year olds), and data from respondents
ages 18 and over were also weighted for their propensity to be
online.
These statements conform to the principles of disclosure of
the National Council on Public Polls.
The EquiTrend® study results disclosed in this release may
not be used for advertising, marketing or promotional purposes
without the prior written consent of Harris Interactive.
Product and brand names are trademarks or registered
trademarks of their respective owners.
For a complete listing of all the brands covered in the study,
contact Dagney Cassella at
212-539-9600 or dcassella@harrisinteractive.com.
About Harris Interactive
Harris Interactive is one of the world's leading custom market
research firms, leveraging research, technology, and business
acumen to transform relevant insight into actionable foresight.
Known widely for the Harris Poll and for pioneering innovative
research methodologies, Harris offers expertise in a wide range of
industries including healthcare, technology, public affairs,
energy, telecommunications, financial services, insurance, media,
retail, restaurant, and consumer package goods. Serving clients in
over 215 countries and territories through our North American and
European offices and a network of independent market research
firms, Harris specializes in delivering research solutions that
help us – and our clients – stay ahead of what's next. For more
information, please visit www.harrisinteractive.com.
Press Contact:
Corporate Communications
Harris Interactive
212-539-9600
press@harrisinteractive.net
SOURCE Harris Interactive