Capturing the heart of teen consumers is no easy task. They have completely different motivations than their tween and young adult counterparts. I believe that there are three things that matter to the teen consumer: inspiration, disruption, and value.
After the market crashed a few years ago, marketers went back to basics in terms of Super Bowl commercial components. Since then, however, the economy has been on the way up, and commercial complexities have reflected this. In the evolution of things, there was an expectation that this year's commercials would be geared toward the web and social media. However, that certainly was not the case.
At the end of 2010, Harris Interactive released its first Youth EquiTrend Study in which it identified the brands with the highest equity among 8-12, 13-17, and 18-24 year olds. Compared side-by-side, the results make for some interesting reading.
I wasn't completely surprised to see that the majority of teens did not find the show as controversial as everyone else does, which at the end of the day makes it seem like teens aren't as quick to react or engage, and as a result are harder to access.