• by September 11, 2007

Whatever teens are discussing on their social networks, it isn't the new fall TV season.

That's the conclusion of research conducted by Hearst Magazines Digital Media's own teen social networking site eCRUSH, in conjunction with OTX, the Online Testing exchange.

The "Teen Topix" study, which surveyed 750 13- to-17-year-olds across the country about their TV viewing behavior and preferences, found that most teens (51%) still learn about new TV shows the old-fashioned way: from on-air ads and promos.

Following on-air promos and ads as the source of info on new TV shows was "buzz" from friends, boyfriends and girlfriends (33%) or from "other kids in school" (28%). Then came Internet ads (26%), cinema ads (25%), family members (23%), magazine ads (22%), TV network Web sites, (19%), talk/news/entertainment shows (18%), radio ads (16%), radio shows (13%) and newspaper or magazine articles or reviews (12%)--all ahead of social networks, which tied with both outdoor ads and entertainment Web sites, at 11%. Those were followed by video sharing sites (10%), and blogs, tied with newspaper ads in last place, at 7%.

"For all of the hype surrounding blogs and video-sharing sites, it's important for networks and marketers to understand that a majority of teenagers still get information about new programming from TV ads and promos," said Bruce Friend, president, Media and Entertainment Insights, OTX.

In other results of interest to the online community:

Seven percent of the teens surveyed said they would download or stream the new show they most want to watch, a tenth of those (70%) who said they would watch it on its scheduled day and time, 21% who plan to DVR or tape it, 9% who will watch over VOD. Only 3% said they would be willing to pay to download the show.

Almost all teens do other activities while watching TV, led by surfing the Internet (57%) and emailing or text messaging (47%). Next were talking on the phone (43%), talking to others in the room (43%), and text messaging (37%). Some 14% used a handheld gaming device while watching TV, behind such other activities as doing homework (36%) listening to MP3s/iPods (34%), listening to the radio (24%), reading a book (22%), and listening to a CD player or reading a magazine (20% each). Pulling up the rear again was "reading a newspaper," tied with "using a smart phone" at 4%.

And, in case you were wondering, the new show teens most want to see is CW's "Gossip Girl," followed by a thee-way tie between NBC's "Bionic Woman," CBS' "Kid Nation" and ABC's "Caveman."