Television remains the most effective medium for reaching today's youth, and it also is most efficient for introducing young people to brands and helping to shape their decisions about purchasing, according to study results released by MTV Networks International (MTVNI), a unit of Viacom.

The study, "A Beta Life Youth," finds that one in four young people between ages 12-24 report that they first see or hear of brands or products from TV ads, and 60 per cent claim that TV ads play a role in their brand decisions.

Though these findings are most prevalent when youth are in the market for technology items – such as electronic goods – TV advertising endorses a brand's position and image and also has an effect on purchase decisions for clothes and fashion items (50 per cent agree TV has an effect).

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