Youth Council

Upcoming Meetings

Next meeting soon to be posted. Please check back.

Previous Meetings

AUGUST 17, 2010

The Youth Market and Content Across Platforms

This meeting of the ARF's Youth Council was held at the MTV Networks in California.

Join us at MTV Networks in California as we examine content directed at the Youth market across different platforms. We have presenters from Break Media, MTV Networks and IPSOS OTX Media CT sharing their insights with more speakers to be announced.

Featured Speakers
Jana Steadman – Director, Audience Research, MTV Networks
Bruce Friend – President, Media and Entertainment, OTX MediaCT
Donna Sabino – SVP, Kids and Family Insights, OTX MediaCT
Myra Lanting – Sales Director, Break Media

FEBRUARY 23, 2010

Challenges in Measuring Kids: A Syndicated Perspective

This important meeting of the ARF Youth Council examines the challenges in measuring kids in syndicated research. We discussed issues in doing research with kids, what the research companies have learned about best ways to talk to kids, how new media are measured and interesting findings from their studies.

Featured Speakers
Risa Becker – VP Research Operations, Mediamark Research & Intelligence, LLC
Josh Chasin – Chief Research Officer, com Score
Jon Gibs – VP Media Agency Insight, The Nielsen Company
Lung Huang – VP National Account Services, Arbitron Inc.
Sarah Miller – VP Local Audience Analysis, The Nielsen Company
Ellen Romer – SVP Strategic Planning, Simmons

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Measuring Youth on the Primary Screen
Integrating Kids Common Measures Across Kids and Adults Survey
Insights from MRIsKids Study
Shhhhthe Kids are Listening
Measuring Youth on the Primary Screen
Kids Issues in Online Measurement

OCTOBER 13, 2009

New Insights on Kids, Tweens and Teens

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

Combined Presentations:
Insight you Need to Successfully Market to Kids, Tweensand Teens
Kid’s Panel

MARCH 18, 2009

What's Important to Kids?

PRESENTATIONS FOR THIS MEETING AVAILABLE FOR ARF MEMBERS ON POWERSEARCH
(copy and enter presentation title into PowerSearch after logging onto My ARF)

From Alienated to Engaged: The Changing Face of Youth
15 Things You Should Know About Kids, Media and Advertising
Clifford the Big Red Dog

NOVEMBER 13, 2008 • 2:30–4:30PM EDT

Issues in Youth Marketing

This meeting featured three special speakers sharing their insights on new work in this important market.

Russ Crupnicks from NPD Group shared his study on the evolution in options for acquiring and using entertainment is reaching all demographic segments. We examined how this is affecting habits such as spending, viewing and time share. Marketers are introducing innovative ways to package and distribute content, and we'll evaluate the reaction those might receive among younger consumers. 

Michelle Poris from Just Kid Inc. presented a new study to investigate how marketers can effectively build programs around kids’ interest in the environment.

We also discussed Nielsen's new C3 ratings present special challenges to Kids Marketers. We focused on ratings and what they mean to the kids marketplace.

PRESENTATIONS

pdf Kid Altruism: Investigating Kids' Desire to Change Their World for the Better (PDF, 520kb)

AUGUST 19, 2008

New Youth Research (in Los Angeles)

At the Walt Disney Studios in Burbank we welcomed a new co-chair for the Youth council! John Spadaro, Vice President of Research for Disney Media Sales and Marketing will joined Debbie Solomon in heading this council.
We will discussed four new kids/youth studies. The line-up included:

  • Dr. Patrick Moriarty of OTX presented 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 shared 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 talked about retro-acculturation among young Hispanics and Asians. She also provided a few pointers on doing research with multi-cultural kids.
  • Jen Wu of mMetrics presented mobile activities of teens from M:Metrics’ research

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

Download agenda »

PRESENTATIONS

pdf Navigating the Teen Media Experience (PDF, 2.4mb)
pdf Retro-Acculturation (PDF, 348kb)
pdf Teens’ Mobile Activities (PDF, 84kb)

APRIL 15, 2008

New Research on Youth and Technology

Nielsen Mobile presented 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 shared results of new research done on young viewers. Geppetto also shared results from new research they conducted.

PRESENTATIONS

pdf Re-Thinking Kids’ Health (PDF, 280kb)
pdf Media Use Among 6 to 9 Year Olds (PDF, 654kb)
pdf 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

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

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

AUGUST 21, 2007

New Research on 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

pdf Connected Kids: Trends in Youth Gaming (PDF, 84kb)
pdf How Young Viewers Respond to TV (PDF, 802kb)
pdf 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

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

Council Chair

Debbie Solomon – MindShare

solomon

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 – Zenith Media

spadaro

John Spadaro is Senior Vice President, Media Research and Consumer Insights at Zenith Media in New York. John serves as the agency’s lead researcher in the US, with oversight of analytical support for execution, strategy and custom solutions for Zenith clients.

Prior to his role at Zenith, John was Vice President of Research for Disney Media Sales and Marketing, overseeing cross-platform research for Disney’s television, online, radio and publishing assets. Before Disney, he was Vice President of Sales Research at Comedy Central and Research Director at Turner Broadcasting Sales (CNN). His nearly 20 year career in media research also includes positions at Univision (Galavision), MTV Networks and Blair Television.  
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Co-Chairs

Solomon
Debbie Solomon
MindShare
Bio »

Spadaro
John Spadaro
Zenith Media
Bio »

ARF Executive

Rappaport
Steve Rappaport
Senior Vice President, Media Analytics

ARF COUNCILS SPONSOR
General Mills

NOTE: ARF Council sessions are closed, member only sessions and cannot be covered by the press without prior approval from the ARF President & CEO.

Council’s mission

To expand industry knowledge of how to best communicate with, and market to, children and teens through meetings, workshops, and projects. To review and stimulate research to measure youth’s media consumption patterns, and to relate these to effective marketing communications.

Meeting/registration notes

Council meetings are open to ARF members only. Learn more about the benefits of ARF membership.

Meetings are listed in Eastern Time and held in our New York City office unless otherwise noted.

The Advertising Research Foundation

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6th Floor
New York, NY 10016-8013