Frequent younger movie-goers watch less TV than their more casual counterparts, according to a new Neilsen study. The study, conducted in February, surveyed 12-34 year olds in 1,000 Nielsen
households and found that 21 percent had been to the movies within the past week. The study showed that these frequent movie-goers, representing 18 million 12-34 year olds, tend to watch less cable
and network programming than their casual movie-goingcounterparts. The survey found that television's under-delivery of advertisers' messages is particularly significant with frequent teenage
movie-goers during both early fringe (4 - 7 p.m.) and prime time, even on popular, young-skewing networks such as the WB and MTV. The study also shows that 80 percent of all television viewers
surveyed said they change the channel when a commercial comes on, regardless of age or time of day.
