IMMI Research Finds the Avid Audience Among 13-24 Year Olds: Moviegoers

The 13-24 year olds who are the frequent moviegoers are also the group with the most heavy TV viewers and heavy radio listeners. These media-must-haves are the prime consumers of among their demographic of all major media.

Tracking the media consumption of 13-24 year olds in IMMI’s Research Panel across six major DMA’s, we define moviegoers as panel members who see at least four movies a year (about 2/3 of the panel).  This group listens to twice as much radio as the non-movie goers,  and two and a half times as much television. 

This pattern of media consumption is especially striking when we look at how 13-24 year olds listen to radio.  The 13-24 year olds we define as frequent moviegoers, the ones who see at least 24 movies a year, are also far and away the biggest consumers of radio.  And only a tiny fraction of them never listen to radio.

 
Advertisers looking for the avid moviegoers can reach most of them through radio.