Youth Council

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Upcoming Meetings

AUGUST 19, 2008 • 9:30AM–12:30PM Pacific (12:30-3:30PM EDT)

New Youth Research (in Los Angeles)

Location
Disney Studio Lot
500 S. Buena Vista Street,
Burbank, CA 91521
Hyperion Bungalow

Join us on Tuesday August 19th as the ARF heads to the Walt Disney Studios in Burbank and welcome a new co-chair for the Youth council! John Spadaro, Vice President of Research for Disney Media Sales and Marketing will be joining Debbie Solomon in heading this council.
For this special council meeting we will discuss four new kids/youth studies! The line-up includes:

• Dr. Patrick Moriarty of OTX will present the latest findings from the company's Longitudinal Media Experience (LMX) study which looks at daily media usage and leisure time activities among 13-17 year olds including the dynamics of media multi-tasking and interest in new media technologies.
• Debbie Solomon of MindShare will share results of their new (qualitative and quantitative) study on tweens (8-12 years old) which provides an in-depth analysis of how traditional and emerging media fit into their busy lives.  
• Michele Valdovinos of Phoenix Multicultural will talk about retro-acculturation among young Hispanics and Asians. She will also provide a few pointers on doing research with multi-cultural kids.
• Jen Wu of mMetrics will present mobile activities of teens from M:Metrics’ research

The ARF thanks Disney ABC Kids Networks for sponsoring this special West Coast Meeting.

Light Breakfast will be served.

Agenda (in Pacific Time)

9:30–9:40AM PDT

Welcome
Marc Nightingale, The ARF

9:40–10:00AM PDT

Introduction

Debbie Solomon, MindShare
John Spadaro, Disney Media Sales and Marketing

10:00–10:30AM PDT

Patrick Moriarty, OTX

10:30–11:00AM PDT

Debbie Solomon, MindShare

11:00–11:30AM PDT

Michelle Valdovinos, Phoenix Multiculturel

11:30AM–12:00PM PDT

Jen Wu, mMetrics

12:00–12:20PM PDT

Group Discussion and Q & A

12:20–12:30PM PDT

Wrap Up
Debbie Solomon, MindShare
John Spadaro, Disney Media Sales and Marketing

Registration

To attend in person: Email councils@thearf.org. (Please include your name, title and company.)

To attend virtually: Register online at WebEx.

NOVEMBER 11, 2008 • 2:30–4:30PM EDT

Topic to be decided.

Previous Meetings

APRIL 15, 2008

New Research on Youth and Technology

Nielsen Mobile will take us through an exciting new study they've done, Kids on the Go: Mobile Usage by US Teens and Tweens. This large-scale Quantitative study examined mobile ownership and behavior, what features and services these kids are using, as well as other online and leisure behaviors of 8–17 year olds.

Sesame Workshop will share results of new research they've done on young viewers. Geppetto will also present results from new research they have conducted.

PRESENTATIONS

Re-Thinking Kids’ Health (PDF, 280kb)
Media Use Among 6 to 9 Year Olds (PDF, 654kb)
Kids on the Go: Mobile Usage by US Teens and Tweens (PDF, 118kb)

JANUARY 31, 2008

Youth and Social Media: How Technology is Changing Youth Culture and Communication

Join us at the first joint council meeting of 2008 as we welcome a new co-chair for the Emerging Media council, Terri Walter – Vice President of Advanced Media Solutions – Avenue A | Razorfish

Emerging Media and Youth Councils present "Youth and Social Media: How Technology is Changing Youth Culture and Communication."  Microsoft will present "Circuits of Cool," an impressive research study conducted with MTV that takes a comprehensive look at the technology habits and attitudes of children and teens, and how their communication patterns have changed with the rise of social networking. 

PRESENTER: Beth Uyenco Shatto – Global Research Director, Microsoft Digital Advertising Solutions

PRESENTATIONS

Circuits of Cool – Youth & Technology in America (PDF, 15mb)

AUGUST 21, 2007

New Research on Kids and Teens

Join The ARF in Burbank, CA for a special West Coast ARF Youth Council meeting covering exciting new research about kids and teens.

John Spadaro and Barbara Duker will take us through Disney Media Advertising Sales and Marketing Group's “Moms Online Segmentation” from the family perspective.  Bruce Friend of OTX will talk about OTX’s unique survey tools for kids and teens and highlight some findings from a new syndicated study, executed in conjunction with eCrush, designed to take the pulse of the teenage market on the hot topics of today.  David Marans will be discussing IAG's work on viewer response to TV programs, commercials and product placement among the teen market.  And we’ll hear about the latest study by Nielsen Games on videogamers, focusing on children and teens.

The ARF would like to thank Disney Media Advertising Sales and Marketing Group for their generous sponsorship of this special meeting!

PRESENTATIONS

Connected Kids: Trends in Youth Gaming (PDF, 84kb)
How Young Viewers Respond to TV (PDF, 802kb)
Advancing Teen Research in Today's Digital Age (PDF, 3.6mb)

Disney Presentation – To obtain, pleas contact John Spadaro at john.spadaro@disney.com

JULY 27, 2006

Youth Influence on Parents’ Purchase Decision

Mark your calendars for a special West Coast Youth Council meeting! On Thursday July 27, the ARF Youth Council will meet at the Walt Disney Studios in Burbank. Please join us for this special meeting covering five great new kids/youth studies! The line-up includes:

• Disney ABC Kids family decision making study
• Circle One's latest update of "The Future of the Internet According to Kids"
• Cultural Access's newest update on multi-cultural Youth (6-14) and technology
• Edison/Arbitron's new study, "The Internet and Multimedia," focusing on the results from teens
• E-Poll's findings on teens' opinions and attitudes towards celebrities from their latest E-Score tracking study

The ARF thanks Disney ABC Kids Networks for sponsoring this special West Coast Meeting.

CHAIRED BY

Debbie Solomon, MindShare

PRESENTATIONS

2006 Multicultural Kids Study (Valdovinos) (PDF, 368kb)
The Impact of Characters & Celebrities on Kids & Teens (Farrell) (PDF, 220kb)
Internet and Multimedia 2006 – The Wonder Years: Media Trends Among Teenagers (Webster) (PDF, 164kb)

Council Chair

Debbie Solomon – MindShare

Debbie Solomon is Senior Partner, Group Research Director at MindShare USA. She serves as an in-house consultant to the planning and buying groups on a wide variety of media research and planning issues. Her work encompasses all media disciplines and she has worked on all the agency's clients. Debbie was at J. Walter Thompson when the media departments of J. Walter Thompson and Ogilvy & Mather merged to become MindShare. She joined J. Walter Thompson after working in the Media Research Department at Leo Burnett. This was preceded by marketing research positions at Britt & Frerichs, Quaker Oats, and Milton Bradley. She has won a number of industry honors.

Recently, Media Magazine named her one of the 10 most influential people "navigating the waters of the magazine business." In 1998, she was named Top Kid Researcher by KidScreen magazine. In 1992, Media Week magazine elected her Media Research All-Star, largely for her work in children's measurement. And Esquire magazine has honored her as a "Woman We Love in Advertising." She has also won several corporate awards including WPP's Atticus Award for original published thinking for her paper on Wearout and J. Walter Thompson's White Pea award for media innovation.

Debbie has an M.A. in psychology from Duke University and a B.A. in psychology from the University of Chicago.
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John Spadaro – Disney

John Spadaro is Vice President of Research for Disney Media Sales and Marketing.  In this role he provides research support and insight for the advertising and sponsorship sales efforts across Disney’s assets in the kids and family space in Television, Online, Radio and Print.  Specific platforms include Disney Channel, TOON Disney, ABC Kids, Disney Online, Radio Disney, FamilyFun and Wondertime Magazines. 

Prior to Disney, John led sales research for Comedy Central and his nearly 20 year career in media research also includes Turner Broadcasting (CNN), MTV Networks (Nickelodeon) and Galavision. 
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