“Gossip Girl”: Survey sez the word is out

GossipgirlsoloHere’s a shocker. According to a survey, the new fall skein that teenagers were most aware of back in early August was CW’s “Gossip Girl.” (Must be all those promo shots of pouty-looking girls in sexed-up school uniforms.)

Coming in No. 2 on the awareness-meter in the survey of 750 youths in the 13-17 demo, conducted the week of Aug. 6 by market research outfit OTX and social network site eCrush, was a tie among NBC’s “Bionic Woman, ABC’s “Cavemen” and CBS’ “Kid Nation.” ABC’s “Pushing Daisies” rounded out the top three, followed by a tie for fourth among CW’s “Reaper” and Fox’s “Nashville” and “The Next Great American Band.” CW’s “Aliens in America” weighed in at No. 5.

When asked what shows they were most intent on checking out, No. 1 was still “Gossip Girl” (pouty star Blake Lively pictured at left) but ABC’s “Pushing Daisies” rose to No. 2.

Survey did have some counter-intuitive findings. Despite all the hoopla about Net marketing and alternative distribution platforms, 51% of respondents said they were getting most of their info on new shows from ads and promos seen on…TV. Word-of-mouth chatter from friends was cited by 33% of those surveyed, while Internet ads were cited by only 26%. TV network websites ranked far down the list of info sources (19%); blogs and newspaper ads were even more negligible (7%).

And when these teens were asked how they intended to watch the new shows they’re most interested in, some 70% chose the answer “in its scheduled time period on TV,” warming the hearts of network skedding execs everywhere. Only 21% said “using my DVR, VCR or DVD recorder,” which pretty much adheres to the stats indicating that DVR penetration, for all the ink it receives, stands at about 20% of U.S. TV households.

For more factoids from the survey click here.

–Cynthia Littleton

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