Media Buying and MySpace.com

Feb 23

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MySpace.com is a website where 40 million kids hang out regularly. Membership has quadrupled since January 2005, according to Business Week. The site ranked number 15 in terms of page hits last October according to Nielsen//NetRatings. The number of unique visitors grew by 12% in October to 24.2 million. That’s why two Los Angeles entrepreneurs, Chris De Wolfe and Tom Anderson, who started MySpace, were able to sell it to Rupert Murdoch’s New Corp. for $580 million.
 
Why should a media buyer care about MySpace and similar sites? These social network sites are a great place to reach the nation’s 24 million teenagers (Source: Pew Internet & American Life Project). Teens are traditionally a hard to reach group, but they have tremendous spending power and can’t be ignored by drtv marketers. Teens have a combined spending of $175 billion and college students account for $200 billion in spending, according Alloy Media + Marketing.
 
Any savvy media buying expert needs to understand that 87% of 12-17 year olds use the Internet, vs. only two-thirds of adults, according to the Pew Internet & American Life Project. In addition, 65% of this group Instant message (IM) and they consume many forms of drtv media, including surfing the net, watching TV and playing video games 6 ½ hours a day, according to a Kaiser Family Foundation survey. This makes them a hard group to reach, but MySpace provides a new opportunity to tap into this market segment.

Peter Koeppel is Founder and President of Koeppel Direct

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