Twenty-Somethings – TV Providing Much Needed Comic Relief.

Being in your twenties isn’t very rewarding according to a recent survey of 500 Americans in the age range of 20-29. The survey conducted by InsightExpress reveals that only one third of employed twenty-somethings are happy with where their career currently stands. Not only are young adults not happy with their jobs, they are having a hard time making ends meet as almost half who have entered the workforce (45%) are still receiving financial assistance from family members. Many reflect back to their college days as a reason for where their career stands – as 2 out of 5 say that “knowing what they know now” they would change the major they picked in school. All of this leaves America’s twenty-somethings in search of some levity.

So where do they go? To their televisions of course!

According to participants, the television programs that make them laugh are their favorites, as 63% said that they typically watch TV sitcoms, followed by one-hour dramas (54%) and news magazine, entertainment news or current event shows (34%). When it comes to cheering up the 20-somethings almost one third (29%) cite FOX as one of their preferred networks. More specifically, this group favors the following networks:

“America’s young adults are caught in a vacuum between the teen demographic they must leave behind and the more adult demographic that they are becoming,” said Peter Price, president, National Academy of Television Arts and Sciences. “The twenty-somethings increasingly rely upon and appreciate humor in TV as not only an escape but in their attempt to avoid
‘crossing the bridge’ into adulthood.”

Television sitcoms aren’t the only place twenty-somethings turn to for a good chuckle, as more than 3 out of 4 (77%) say they are more apt to pay attention to a television commercial that contains humor, followed by those that contain music they enjoy listening to (48%) and those that contain graphics, special effects or animation (30%).

“Contrary to popular beliefs, the care-free days of today’s twenties are anything but,” said Doug Adams, director of marketing for InsightExpress. “Networks and advertisers need to recognize the power of humor when it comes to attracting and influencing this group, as they are telling us that they are in desperate need of a reprieve.”

“While advertisers need to recognize the power of humor when it comes to attracting this group, they have to make sure that the brand is recalled as easily as the humor,” said Dan Gallagher, Executive Group Planning Director, Saatchi & Saatchi. “I can’t tell you how many times a twenty-something has told me about a funny commercial but they couldn’t remember who made it.”

To view chart CLICK above on ‘More Images’.

For more information at http://www.insightexpress.com