An Overview of Teenagers and Television Advertising in the United States

Abstract

Teens in the US are an increasingly important segment of the consumer market because of their size, available disposable income, lifestyle and the potential for lifetime brand loyalty. Recent increases in teen programming across major US television networks have been effective in attracting teen viewership and forming a sizeable market for advertisers. This article examines the development of Generation Y as a profitable consumer market in the US. A discussion on the impact of increases in teen-directed television programming and advertising on the teen socialization process is also presented. Implications for communication specialists, public policy-makers and researchers are considered.

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