MySpace Most Frequently Cited Internet Source of Movie Information, According to Nielsen
MySpace Beats Yahoo, Google, and AOL as #1 First Choice for Movie Search among Consumers 15-24 Years Old
Nielsen Exit Research Shows for “The Dark Knight” that the Web Pulled Ahead of TV As #1 Movie Information Source Among Consumers 15-34 Years Old
LOS ANGELES--(BUSINESS WIRE)--MySpace, the world’s premier social network, today announced the results of a recent movie exit research study conducted last month for them by The Nielsen Company, which reveals that MySpace is the most frequently cited Web source of information among consumers 15-24 years old. Forty-two percent of consumers 15-34 years old that viewed information and/or advertisements for the films on the Web viewed those promotions on MySpace.
“MySpace has a long history with captivating movie-going audiences,” said Jeff Berman, president of sales and marketing, MySpace. “The Nielsen study shows that if you want to reach a passionate movie audience, MySpace is the place to focus your efforts. Creating a central point to drive your audience to before your movie opens is paying off in ticket sales and awareness for our movie clients. MySpace has fast become the world’s largest movie influencer site.”
Nielsen NRG, a service of The Nielsen Company specializing in market research and strategic consulting for the entertainment industry, compiled results of this study using an in-theatre methodology during the opening weekend of 13 major Hollywood studio and independent film releases over the past two years. Movie titles included The Omen, John Tucker Must Die, Step Up, Jackass Number 2, Employee of the Month, 300, Redline, Bratz, Sydney White, Step Up 2: The Streets, Forgetting Sarah Marshall, Get Smart, and The Dark Knight. All films collectively grossed approximately $409 million in opening weekend box office revenue. All movie exit interviews were conducted by Nielsen NRG in multiple U.S. markets including New York, Los Angeles, Chicago, and Boston as well as smaller markets in the mid-west and southeast. There were a total of 11,262 respondents included in the final analysis.
Top Nielsen survey results include:
| -- | MySpace is the #1 Web destination for movie searches--passing Yahoo!, Google, and AOL--among consumers ages 15-24 years old. | ||||
| -- | 29% of consumers 15-24 years old reported using MySpace first when searching for movie information (Yahoo! 23%, Google 23%, and AOL 14%). | ||||
| -- | MySpace tied Yahoo! for the first time as the #1 Web destination for movie searches--passing Google and AOL--for consumers 15-34 years old. | ||||
| -- | 25% of consumers 15-34 years old reported using MySpace first when searching for movie information (Yahoo! 25%, Google 24%, and AOL 14%). | ||||
| -- | MySpace is the most frequently cited web source of movie information for consumers 15-34 years old. | ||||
| -- | 46% of consumers 15-24 years old that viewed film information and/or advertisements on the Web, viewed those promotions on MySpace. (Yahoo! 26%, Fandango 18%, and AOL/ Moviefone 12%). | ||||
| -- | 44% of consumers 15-34 years old that viewed Web information and/or advertisements for the thirteen films surveyed, viewed those promotions on MySpace. (Yahoo! 34%, Fandango 19%, and AOL/ Moviefone 12%). | ||||
| -- | Majority of consumers under 35 surveyed use MySpace frequently. | ||||
| -- | 70% of consumers 15-24 reported having an active profile on MySpace. | ||||
| -- | 62% of consumers 15-34 reported having an active profile on MySpace. | ||||
| -- |
The Nielsen movie exit study found that for the summer blockbuster film The Dark Knight, the Batman title franchise released by Warner Bros Pictures and one of the 13 films surveyed, the Web pulled ahead of TV as the top movie source among consumers aged 15-34. |
||||
| -- | 54% of males 15-24 year olds relied more often on the Web for their overall movie information while 53% reported TV as their source. | ||||
| -- |
Among men between the ages of 15-34, 54% said that their overall movie information source for The Dark Knight was from online, while 48% said TV. |
||||
"We've been watching this trend, of course," said Donald Buckley, Senior Vice President, Interactive Marketing at Warner Brothers. "An intelligent mix of media, with interactive advertising as a key component, is essential. If it's seasoned with targeted editorial, valued syndicated content, creative use of technology, strategic messaging, and a lively social component, even better; the holistic result is greater than the sum of its parts. That's when you see numbers like this."
About MySpace
MySpace, a unit of Fox Interactive Media Inc., is the premier lifestyle portal for connecting with friends, discovering popular culture, and making a positive impact on the world. MySpace has created a connected global community by integrating web profiles, blogs, instant messaging, e-mail, music streaming, music videos, photo galleries, classified listings, events, groups, college communities, and member forums. MySpace's international network includes more than 30 localized community sites in the United States, Brazil, Canada, Latin America, Mexico, Austria, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, Australia, India, Japan, and New Zealand. Fox Interactive Media is a division of News Corp. (NYSE:NWS)(NYSE:NWS.A)(ASX:NWS)(ASX:NWSLV).
Among the top 2000 domains comScore Media Metrix, September 2008. For more information on comScore Networks, please go to www.comscore.com.
Digg
Delicious
Newsvine
Reddit
Twitter
Google
LinkedIn
Yahoo
Facebook
MySpace
Email
