Youth markets have a disproportionate importance to marketers - this is despite the fact that the under-16s only account for 19% of the UK population. There are several reasons for this. On the one hand they are extremely active consumers.

Give brand attitude/ increase loyalty and frequency or purchase

The peak time for young people to be listening to the radio is in the mornings - ratings peak just before school and then fall away dramatically, picking up again after 3pm.Weekend listening starts rather later - and there is a clear peak on Sunday afternoons when the Network Chart is on.The main dynamic in young people's radio listening is music (although sport is important for some older ones), but radio is much more than just a music machine for them.

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Unlike magazines and posters, radio is consumed at certain times, and this is true for the advertising as well. This makes it possible for advertisers to speak to young people at the times which are most relevant to the product - during the homework period, in the run-up to the weekend, in the mornings etc.Radio is particularly useful for explaining things to often inexperienced younsters as it uses the human voice in real-time. This means that the young people do not have to wade their way through extensive reading material before they even know what the proposition is.