Tween Media Study Prepared for Work Inc VTSF

Tween Media Study Prepared for: Work Inc. /VTSF July 2004 Prepared by: 1 21267

Table of Contents 21267 Background & Objectives…………………………. 3 Methodology & Notes on Analysis…………………… 4 Summary ………………. . …………………………. 5 Recommendations ……………. . ………………. 7 Detailed Findings ……………. . ………………. 8 Overall Media and Advertising Usage……. . ……………. . Television…………………………. . 22 Movies………………. . . . 29 Music/Radio ………………. . Magazine ……………. Internet …………………………. . Out-of Home………………. … …. . . 9. . . 33 46 49 53 2

Background & Objectives Work Inc. and Virginia Tobacco Settlement Fund (VTSF) have collaborated on an anti-tobacco communications program among Virginia youth. In the past, they have studied this population and the success of the communications’ program. The current study examines media behavior among 9 -12 year olds in Virginia. This Tween Media Study is a companion piece to a separately conducted study among teens in Virginia. The primary objectives of this study were to: · Determine the most effective strategy for allocation of media dollars across various media channels. · Determine the most effective placement strategies within various media channels. 3 21267

Methodology & Notes on Methodology This study was completed as an online interview between May 18 th to June 9 th. The interview averaged 14 minutes. In total 300 interviews were completed. All respondents were 9 -12 years old and lived in the state of Virginia. Sample was drawn from the Harris Poll Online research panel. Total data shown in this report were balanced to represent 9 -12 year olds in Virginia by age, gender, race/ethnicity, and region. Notes on Methodology · Data has been statistically tested at the 90% confidence level: - Significant differences are noted using letters corresponding to the subgroups reflected in the table. · Quotas were established by age to ensure readable bases for analysis. 4 21267

Summary · Tweens consume a wide range of media, but television watching is still most prevalent. · Most tweens report that they do not usually pay attention to advertising in any media. · Ads before the movies attract the most consistent attention, but attention to TV ads is most frequent. · Television · During the week most tweens watch TV from 5 -7. On weekends, viewership is throughout the day. Younger tweens are more likely to watch early weekend mornings than older tweens. · Nickelodeon and Disney Channel are most frequently watched channels. Girls are more likely to watch Nickelodeon, Disney and Animal Planet than boys. · Comedies are the most often watched type of show. Tweens’ favorite shows are cartoons, with Sponge Bob Square Pants the most frequently specified favorite. · Movies · More girls go to the movies than boys. Most tweens go to the movies less than once a month. · Tweens watch movies rated G, PG, and PG-13. The shift to see PG-13 movies occurs during the tween years, when children are 11 -12. · Internet · Two thirds of all tweens surf the Internet. · Most tweens do not pay attentions to ads online. · Four in five tweens play games by themselves on the Internet. They also do research and send/read emails. 5 21267

Summary · Music/Radio · Most tweens listen to the radio 1 -4 hours a day. · Tweens listen to the radio early evening and early morning. · CDs are the most popular format for listening to music. · Tweens mostly obtain new music by buying CDs. · Most tweens watch music television. MTV is the most popular music television channel. Older tweens are more likely to watch MTV and VH 1 than are younger tweens. Boys are more likely to watch The Soul of VH 1 than are girls. · Half of the tweens in Virginia attend concerts. Tweens living in Tidewater are more likely to go to concerts than those who live in Central Virginia. Also, girls more frequently attend concerts than do boys. · Tweens’ favorite type of music is Hip-Hop and/or Rap, Pop, and Rock. More boys than girls like Rock and more girls than boys like Pop. Older tweens and girls like Punk Rock more than do younger tweens and boys. Tweens living in Tidewater like Rock more than those who live in Central Virginia. Tidewater tweens like R&B more than do Northern Virginia tweens. · Out-of Home · More than half of all tweens notice billboards most of the time. But they do not report paying frequent attention to their ads. · Tween in Central Virginia and Tidewater are more likely to notice billboards than those who live in Northern Virginia. However, those in Northern Virginia and in Tidewater are more likely to notice ads on subways, trains and buses than those who live in the Southwest or Central. · Magazines · Tweens who live in Central Virginia are more likely to read or flip through magazines than those who live in Northern Virginia. · Among magazine readers most read woman's magazines followed by sports magazines. · VTSF Campaign · Those tweens that are aware of the Ydouthink website are girls and older tweens. 6 21267

Recommendations 1. The two most effective locations to place advertising is on TV and at the movies. Magazines would be a third choice. 2. The number one recommendation for TV would be to place the ads during the show Sponge Bob Square Pants. Other areas to focus are cartoons/animated shows and comedies. Channels like Nickelodeon and Disney are good candidates for a media buy as well. 1. The best time for these ads on TV are after school during the week (5 -7 pm). In addition, younger tweens can be reached in the morning on weekends. 2. MTV is also popular with tweens. This could be a potential spot for media dollars. 3. Ads before movies are a very effective way to reach tweens, but tweens attend movies less than once a month. Therefore, if possible, targeting a high profile movie might be the best approach. The movie should be rated PG to reach the largest cross section of the tween population. 4. Women's and sports magazines would be the best location for ads. 5. The best way to reach tweens online would be through games. Tweens do not pay attention to conventional online ads. 6. Awareness of the Ydouthink website is lowest among boys and younger tweens. To reach this segment we recommend the following placements. For boys: - Sports, cartoons/animated shows, and The Soul of VH 1 - Rock music – related to purchasing CDs For younger tweens: - TV shows in the early morning on weekends - Movies rated G and PG 7 21267

Detailed Findings 8 21267

Overall Media and Advertising Usage 9 21267

Media Usage %Do you…? Tweens consume a wide range of media, and television is still most pervasive. Base: All respondents 21267 10

Attention to Advertising %Pay Attention To Most Virginia tweens report paying most attention to television advertising. Older tweens tend to pay attention to magazine ads more than younger tweens (53% vs 37%). Girls are more likely to pay attention to street teams than boys (4% vs 0%). Tweens living in Central Virginia are more likely (6%) to pay attention to street teams than tweens living in Northern Virginia (0%) and Tidewater (0%). Q 650: Think about all different types of advertising we’ve talked about in this survey. What kind of ads do you pay attention to the most? Base: All qualified respondents (n=300) 21267 11

Attention to Commercials % Always/most of the Time Pay Attention to Advertising (n=266) (n=296) (n=300) (n=256) (n=300) Virginia tweens most often pay attention to advertising before movies. But attention is infrequent across media. (n=300) (n=268) (n=300) (n=192) Base: Use media 21267 12

Advertising at Movies %Pay Attention to Commercials Before Movies % Always/ Most of the time 34% One third of tweens who go to the movies pay attention to the ads at least most of the time. Attention does not differ by age and gender. However, those in Tidewater (47%) pay attention to ads before movies more than those in Central Virginia (25%). Source: Q 465 -Do you pay attention to the commercials shown before the movie begins? Base: Watch movie-Total (n=266) 21267 13

Advertising on Television %Pay Attention to Television Commercials % Always/ Most of the time 27% One-quarter of Virginia tweens pay attention to commercials on TV at least most of the time. Girls (13%) are more likely to hardly ever/never pay attention to TV commercials compared to 5% of boys. Tweens living in Tidewater (14%) are more likely to always pay attention to TV commercials than those tweens living in Northern Virginia (3%). Source: Q 410 -Do you pay attention to TV commercials? Base: Watch TV-Total (n=296) 21267 14

Word-of-Mouth Advertising %Pay Attention to Word-of-mouth Advertising % Always/ Most of the time 25% One-quarter of tweens pay attention to word-ofmouth advertising at least most of the time. Attention does not differ much by age, gender or region. Source: Q 610 -Do you pay attention to word-of-mouth advertising? Base: All respondents (n=300) 21267 15

Magazines Advertising %Pay Attention to Ads in Magazines % Always/ Most of the time 16% One in six tweens who read magazines pay attention to the advertising at least most of the time. Attention does not differ by age, gender or region. Source: Q 625 -Do you pay attention to ads in magazines? Base: Read or flip through magazines (n=256) 21267 16

Sponsorships/Promotions %Pay Attention to Sponsorships/promotions % Always/ Most of the time 8% Almost, one in nine tweens pay attention frequently to sponsorship/promotions. Attention does not differ by age or gender. In Northern Virginia tweens hardly ever/never (52%) pay attention to sponsorships/promotion compared to tweens in Central Virginia (33%). Source: Q 640 -Do you pay attention to sponsorship/promotions? Base: All respondents (n=300) 21267 17

Out-Of Home Advertising %Pay Attention to Ads Leaving House (e. g. billboard ads, ads on benches, ads on buses, subways, etc. ) % Always/ Most of the time 5% Source: Q 600 -Do you pay attention to ads you see when you leave your home? Base: All respondents (n=300) 21267 The majority of Virginia tweens (56%) hardly ever or never pay attention to out-of home ads. Tweens living in Central Virginia and Tidewater are more likely to pay attention frequently to ads than those living in Northern Virginia. 18

Radio Advertising %Pay Attention to Radio Ads % Always/ Most of the time 4% Tweens who listen to music on the radio hardly ever or never (61%) pay attention to ads in that medium. Attention does not differ by age, gender, or region. Source: Q 520 -Do you pay attention to radio ads? Base: Listen to music on the radio-Total (n=268) 21267 19

Street Team Advertising %Pay Attention to Street team Advertising % Always/ Most of the time 3% Almost half of tweens never pay attention to street team advertising. Source: Q 615 -Do you pay attention to street team advertising? Base: All respondents (n=300) 21267 20

Internet Advertising %Pay Attention to Ads When Surfing Internet % Always/ Most of the time 1% Tweens who surf the Internet do not pay attention to ads on the Internet while surfing. Source: Q 475 -How often do you pay attention to the ads that you see when surfing the Internet? Base: Surf Internet-Total (n=192) 21267 21

Television 22 21267

Television % Watch Television Age Gender All tweens in Virginia watch TV, regardless of age or gender. Age Source: Q 405 -First, do you watch television? Base: All respondents- total (n=300); Age 9 -10 (n=180); Age 11 -12 (n=120); Male (n=143); Female (n=157) 21267 Gender 23

Television – Viewership % Watch Television During Weekdays % Watch Television During Weekends Most tweens watch TV from 5 -7 pm during the week, while on weekends viewership is dispersed more throughout the day. Source: Q 415/Q 420 -On weekday/Weekends, at which time of the day do you usually watch TV? Base: Watch TV (n=296) 21267 On weekends, early morning viewing is more prevalent among younger tweens (47% vs. 33%) and boys (46% vs. 31%). 24

Television-Channel % Watched Most Often (top 20) Nickelodeon and Disney channels are the most frequently watched channels among both younger and older tweens. Girls are more likely than boys to watch Nickelodeon, Disney and Animal Planet. Source: Q 425 -Which of the following TV channels do you watch most often? ? Base: Watch TV (n=296) 21267 25

Television-Type of Shows % Watched Most Often Most tweens watch comedies on TV. Game shows are more popular among older than younger tweens. Boys are more likely than girls to prefer sports, while girls are more likely to watch reality shows. Sports viewing is least common in the Central region. Source: Q 430 -What types of TV shows do you watch most often? Base: Watch TV (n=296) 21267 26

Television %Favorite TV Shows by Type Cartoons/animated shows and comedy are the favorite types of TV shows. Boys more likely to prefer cartoons/animated shows (62% vs. 47%). Girls more likely to prefer comedy (57% vs. 33%). Older tweens more likely to prefer reality shows (20% vs 11%)/drama (18% vs. 8%). Source: Q 435 -Currently, what TV shows are your favorites? Base: Watch TV (n=296) 21267 27

Television %Top 8 Favorite TV Shows by Name One in five tweens mention Sponge Bob Square Pants as their favorite show. This is especially true in Northern Virginia. Source: Q 435 -Currently, what TV shows are your favorites? Base: Watch TV (n=296) 21267 28

Movies 29 21267

Movies %Attend Movies Gender Age A B C D C More girls then boys go to the movies. Source: Q 450 -Do you go to see the movies in theaters? 21267 Base: All respondents- total (n=300); Age 9 -10 (n=180); Age 11 -12 (n=120); Male (n=143); Female (n=157) 30

Movies %Frequency of Movie Attendance More than half of tweens go to the movies less than once a month. Source: Q 455 -How often do you go to the movies? Base: All respondents (n=300) 21267 31

Movies Total Age 9 -10 11 -12 B A B B A Source: Q 460 -Think about the movies that you watch at the movie theater. What are they usually rated? Base: Watch movies in theater-Total (n=266); Age 9 -10 (n= 162); Age 11 -12 (n= 104) 21267 Overall, tweens watch movies with G, PG, and PG 13 ratings. Older tweens are more likely to see more PG-13 movies than younger tweens. Likewise, younger tweens are more likely to watch movies with G and PG ratings than older tweens. 32

Music/Radio 33 21267

Music %Listen to Music Age Gender Listening to music is nearly universal among Virginia tweens. Source: Q 500 -Do you listen to music? Base: All respondents- total (n=300); Age 9 -10 (n=180); Age 11 -12 (n=120); Male (n=143); Female (n=157) 21267 34

Music %Time Listening to Music More than half of tweens listen to the radio 1 -4 hours a day. Source: Q 505 -Thinking about an average day in your life, how many hours do you spend listening to music? Base: Listen to music-Total (n=284) 21267 35

Music %Listen to Music 1 or More Hours CDs are the most popular format for listening to music. Source: Q 510 -Please select the amount of time each day in which you listen to music on the formats listed below Base: Listen to music (n=284) 21267 36

Music/Radio Age Gender Region Total (268) 9 -10 (162) 11 -12 (106) Male (121) Female (147) North (74) Southwest (46) Central Tidewater (61) (86) % % % % % A B C D E F G H Early morning (6 a. m. -9 a. m. ) 31 35 26 31 30 35 25 38 24 Mid-morning (10 a. m. -12 p. m. ) * 1 - - 1 1 1 - - Afternoon (1 p. m. -4 p. m. ) 18 18 19 21 15 21 17 22 13 Early evening (5 p. m. -7 p. m. ) 34 32 36 28 40 32 24 33 43 Prime time (8 p. m. -10 p. m. ) 14 11 16 16 11 10 29 5 13 3 4 3 3 3 * 4 1 6 Late Night (after 11 p. m. ) Early evening and early morning are the most popular times to listen to radio. Source: Q 515 -When do you most often listen to the radio? Base: Listen to music on the radio 21267 37

Music %Frequently/Occasionally Source: Q 525/526 -Thinking about how you get new music, please rate how often you do each of the following activities Base: Listen to music (n=284) 21267 Six in ten Virginia tweens purchase CDs to get new music. Older tweens are more likely to frequently purchase CDs compared to younger tweens (21% vs 7%). Tweens who live in Central Virginia are more likely to indicate that they are frequent CD purchasers compared to tweens living in Northern Virginia. Those living in Central Virginia and Tidewater are more likely to report that they are frequent CD burners compared to those in the North or Southwest. Further, tweens in Northern Virginia are less likely to record music from the radio than those living in Central or Tidewater. 38

Music %Watch Music Television Watch music television 60% Six in ten Virginia tweens watch music television. MTV is the most popular music television channel. Source: Q 530 -Which of the following music television channels do you watch? Base: Listen to music (n=284) 21267 39

Music %Watch Music Television Age Total (284) % 9 -10 (170) % A Gender 11 -12 (114) % B Male (128) % C Watch Music Television 60 54 65 MTV 46 38 52 A 44 48 VH 1 30 24 36 A 29 32 BET (Black Entertainment Television) 22 19 26 20 25 MTV 2 20 15 24 21 18 CMT (Country Music Television) 18 17 20 18 18 VH 1 Country 7 6 7 5 8 The Soul of VH 1 6 9 3 10 D 1 FUSE 4 2 5 Other 4 7 2 5 4 GMTn (Gospel Music Television Network) * * * 40 46 35 42 38 Do not watch music television Source: Q 530 -Which of the following music television channels do you watch? Base: Listen to music 21267 58 Female (156) % D 62 Older tweens are more likely to watch MTV and VH 1 than are younger tweens. Boys are more likely to watch The Soul of VH 1 than girls. 40

Music %Watch Music Television Region Total (284) % North (78) % A Southwest Central Tidewater (46) (67) (92) % % % B C D Watch Music Television 60 49 63 67 61 MTV 46 37 53 43 52 VH 1 30 25 36 21 BET (Black Entertainment Television) 22 17 15 36 A MTV 2 20 21 17 18 21 CMT (Country Music Television) 18 12 30 24 12 VH 1 Country 7 2 9 15 AD 2 The Soul of VH 1 6 1 2 16 AD 5 FUSE 4 3 2 1 7 Other 4 2 1 7 6 GMTn (Gospel Music Television Network) * * * 40 51 37 33 BET, VH 1 country, and The Soul of VH 1 are watched more by Central tweens than Northern and Tidewater tweens. 39 Do not watch music television Source: Q 530 -Which of the following music television channels do you watch? Base: Listen to music 21267 41

Music %Go to Concerts Go to concerts 50% Half of tweens who listen to music have gone to a live music concert. Source: Q 535 -How often do you go to concerts or any type of live musical performance? Base: Listen to music (n=284) 21267 42

Music %Favorite Type of Music Hip-Hop, Rap, Pop and Rock lead Virginia tweens list of favorite music genres. Source: Q 540 -What are your favorite types of music? Base: Listen to music (n=284) 21267 43

Music %Favorite Type of Music Age Total (284) % 9 -10 (170) % A Gender 11 -12 (114) % B Male (128) % C Female (156) % D Hip-Hop and/or Rap 43 33 51 41 45 Pop 41 36 45 30 54 C Rock 38 38 39 44 D 31 Country 31 30 31 28 34 R&B 26 22 30 24 29 Oldies 20 21 20 22 18 Classic Rock 19 23 16 20 17 Christian Rock 15 19 11 14 16 Punk Rock 13 8 Source: Q 540 -What are your favorite types of music? Base: Listen to music 21267 17 A 6 21 C Pop music is preferred by girls, while boys are more likely to prefer Rock. 44

Music %Favorite Type of Music Region Total (284) % North (78) % A Southwest Central Tidewater (46) (67) (92) % % % B C D Hip-Hop and/or Rap 43 45 35 46 43 Pop 41 40 46 43 37 Rock 38 39 48 22 44 C Country 31 21 54 35 19 R&B 26 19 18 31 35 A Oldies 20 22 17 14 25 Classic Rock 19 14 25 18 21 Christian Rock 15 11 14 20 14 Punk Rock 13 12 11 11 18 Source: Q 540 -What are your favorite types of music? Base: Listen to music 21267 45

Magazines 46 21267

Magazines %Read or Flip Through Magazines Region C A B A Source: Q 620 -Do you read or flip through magazines? Base: All respondents-Total (n=300); Region North (n=82): Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97) 21267 D Almost nine in ten tweens read or flip through magazines. Magazine readership is particularly high among Central Virginia tweens. There are no magazine readership differences by age or gender. 47

Magazines %Magazines Read Source: Q 630 -What magazine do you read? ? Base: Read or flip through magazines (n=256) 21267 48

Internet 49 21267

Internet % Surf Internet A B C D A Overall, two thirds of all Virginia tweens surf the Internet. Tweens in Tidewater are more likely to surf than in Northern Virginia. Internet usage does not differ by age or gender. Region Source: Q 470 -Do you surf the Internet? Base: All respondents-Total (n=300); Region North (n=82); Region Southwest (n=46); Region Central (n=74); Region Tidewater (n=97) 21267 50

Internet %Types of Internet Ads Pay Most Attention To Age Gender Region Total (192) 9 -10 (110) 11 -12 (82) Male (87) Female (105) North (50) % % % A B C D E Southwest (27) Central Tidewater (48) (67) % % % F G H Links to other sites 25 24 26 19 32 21 31 26 24 Banners 15 9 19 8 22 C 11 10 17 18 Pop-ups 13 20 B 8 15 12 4 18 17 16 3 3 4 6 D * - - 7 5 53 56 50 60 D 44 67 48 46 49 Online articles that recommend products I don’t pay attention to any online ads A majority of tweens who surf do not pay attention to online ads. Younger tweens pay more attention to pop-ups than do older tweens. Girls are more likely than boys to pay attention to banner ads. Source: Q 477 -What types of ads do you pay the most attention to when surfing the Internet? Base: Surf internet 21267 51

Internet %While Surfing Internet Four in five tweens play games by themselves on the Internet. Girls are more likely to send/read emails than boys. Likewise, older tweens are more likely to read/send emails and also chat than younger tweens. Age Gender Region Total (192) 9 -10 (110) 11 -12 (82) Male (87) Female (105) North (50) % % % A B C D Southwest (27) Central Tidewater (48) (67) % % % E F G H Play games by myself 84 88 81 82 87 82 90 85 83 Research/Information gathering 60 53 65 64 54 64 64 61 53 Send/read emails 53 39 64 A 40 68 C 36 87 50 52 Chat 42 26 55 A 42 42 42 40 39 45 Browse for items 26 29 24 22 31 22 14 26 35 Play games with others online 25 20 29 31 18 19 30 26 27 Download 21 22 21 25 17 28 23 12 22 Find movie times and locations 16 7 23 A 11 22 11 15 17 20 Search auction sites 11 13 9 14 7 8 5 15 12 Purchase items 7 5 8 12 D 1 19 - 3 3 Upload/Look at/Send photos 6 5 7 2 11 C 7 3 5 8 Write/Read journals and/or blogs 6 2 9 - 13 C 5 2 12 3 Source: Q 480 -When you’re surfing the Internet which of the following are you most likely to do? Base: Surf internet 21267 52

Out-Of Home Advertising 53 21267

Out-Of Home % Notice Most of the Time Half of tweens notice billboards most of the time when leaving their home. Source: Q 605 -Think about the types of ads you see when you leave home. What types of these ads do you notice most often? Base: All respondents (n=300) 21267 54

Out-Of Home % Notice Most of the Time Region Total (300) % North (82) % A Southwest Central Tidewater (46) (74) (97) % % % B C D Billboards 53 33 44 71 A 64 A Commercials shown in theaters before the movie starts 32 31 27 37 33 Ads in the malls 26 20 26 24 34 People in costumes 14 13 11 16 14 Wild Postings (posters) 11 8 19 14 7 Blimps/Planes pulling banners 10 9 8 14 10 Subways/Trains/Buses 10 16 C 5 2 13 C Tweens in Central Virginia and Tidewater are more likely to notice billboards than those who live in Northern Virginia. However, those in Northern Virginia and in Tidewater are more likely to notice ads on subways, trains and buses than those who live in the Southwest or Central. Source: Q 605 -Think about the types of ads you see when you leave home. What types of these ads do you notice most often? Base: All respondents 21267 55

Sponsorships/Promotions 56 21267

Sponsorships/Promotions %Sponsorship Like Most Overall, tweens like contents with cool prizes the most, followed by celebrity sponsorships. Source: Q 635 -Which of the following types of sponsorships/promotions do you like the most? Base: All respondents (n=300) 21267 57

Sponsorships/Promotions %Sponsorship Liked Most Age Gender Region Total (300) 9 -10 (180) 11 -12 (120) Male (143) Female (157) North (82) Southwest (46) Central Tidewater (74) (97) % % % % % A B C D E F G H Contest with cool prizes 58 56 59 56 60 58 56 61 56 Celebrity sponsorship 34 34 34 31 38 35 24 41 34 Sales/Coupons 25 21 29 19 33 C 20 23 26 33 TV show sponsorship 15 11 18 15 14 9 10 23 E 16 Walks/Charitable event 13 13 14 10 18 18 G 15 5 3 8 7 4 4 * 9 7 19 15 22 21 17 16 26 14 22 Concert sponsorship None of these Source: Q 635 -Which of the following types of sponsorships/promotions do you like the most? Base: All respondents 21267 Girls are more likely than boys to like sales and coupons. Sales/coupons are particularly popular in Central Virginia, while walks/charitable events are more preferred in Northern Virginia. 58

Smoking Experiences 59 21267

Smoking Information %Seen or Heard Information Age Total (300) % Gender Cigarette smoking 86 9 -10 (180) % A 81 11 -12 (120) % B 89 Male (143) % C 88 Female (157) % D 83 Drug Use 72 73 72 74 70 Alcohol Use 60 53 67 A 63 57 None of these 11 13 9 10 12 Nearly nine in ten Virginia tweens have seen or heard information about cigarette smoking, more than have heard about drug or alcohol use. Source: Q 700 -Please indicate if you have recently see or heard information about the following Base: All respondents 21267 60

Information Sources %Seen or Heard Information About Smoking, Drug Use, or Alcohol Use Age Gender Region Total (300) 9 -10 (180) 11 -12 (120) Male (143) Female (157) North (82) Southwest (46) Central Tidewater (74) (97) % % % % % A B C D E F G H On television 85 80 89 86 83 83 92 88 79 In a magazine 38 28 46 A 38 37 37 40 33 41 In a newspaper 17 13 21 20 14 25 G 11 7 23 G On a billboard 24 15 32 A 26 22 18 27 21 32 On the radio 34 34 35 29 41 45 G 23 27 37 Other 27 29 26 27 28 43 29 7 G 28 G Most information about substance use has been seen on the television. Source: Q 705 -Where have you ever seen or heard information about cigarette smoking, drug use, or alcohol use? Base: All respondents 21267 61

Smoking Age Gender Region Total (300) 9 -10 (180) 11 -12 (120) Male (143) Female (157) North (82) Southwest (46) Central Tidewater (74) (97) % % % % % A B C D E F G H 17 A 11 13 24 GH 8 8 6 30 20 36 33 34 Increasing 12 6 Not Increasing 30 28 Decreasing 19 18 21 20 19 12 32 22 16 Staying the same 11 10 11 8 4 11 18 58 66 B 51 59 57 56 56 59 60 Not Sure 32 30 Most tweens are not sure about whether smoking is increasing or decreasing among kids their age. Tweens in Northern Virginia are most likely to believe the trend that smoke is increasing. Source: Q 720 -Smoking among people my age is…? Base: All respondents 21267 62

Smoking Information Age Gender Region Total (300) 9 -10 (180) 11 -12 (120) Male (143) Female (157) North (82) % % % % % A B C D E F G H 80 77 83 74 87 82 83 Very Difficult 51 52 50 46 56 57 G 55 36 54 G Somewhat difficult 29 25 33 28 31 25 28 36 27 20 24 17 13 17 17 28 18 Not very difficult 17 19 16 23 D 11 17 17 21 15 Not at all difficult 3 5 1 3 2 * - Difficult Not Difficult 26 Source: Q 725 -How difficult do you think it is for someone who smokes a few cigarettes a day to quit smoking? Base: All respondents 21267 Southwest (46) Central Tidewater (74) (97) 72 7 E 81 3 Most tweens believe it is difficult to quit smoking. Tweens in Central Virginia are least likely to say quitting smoking is very difficult. 63

Smoking Information Region Total (300) % 0 81 North (82) % A Southwest Central Tidewater (46) (74) (97) % % % B C D 74 86 82 83 13 21 12 7 12 1 -2 9 16 C 9 4 8 3 -5 3 4 1 3 4 6 or more 1 1 2 - * 6 5 3 11 4 1 or more Not sure Tweens in Northern Virginia are most likely to have a friend who smokes. Source: Q 735 -How many of your close friends smoke cigarettes? Base: All respondents 21267 64

VTSF Campaign Age Gender Region Total (300) 9 -10 (180) 11 -12 (120) Male (143) Female (157) North (82) % % % % % A B C D E F G H 34 53 37 54 40 51 46 42 Familiar (Net) 44 Southwest (46) Central Tidewater (74) (97) I have only heard of the website 37 29 44 A 29 49 C 35 44 38 34 I have heard of and visited the site 7 5 9 8 5 5 7 8 8 56 66 B 47 64 D 46 60 48 54 57 I have never heard of the website Source: Q 740 -Please select which of the following best describes your familiarity with the website ydouthink. com. Base: Total answering 21267 Four in ten Virginia tweens have heard of or visited the ydoyouthink website. Familiarity is greatest among older tweens and girls. 65

Demographic Profile Those aware of the ydouthink website are more likely to be female and older tweens. 66 21267