The survey revealed that ITV and BBC One have lost their appeal with only 12% and 10% of Roar's original panel of 15- to 24-year-olds now picking ITV and BBC respectively, compared with 29% and 24% back in 1995.
Added to this, of the current Roar group of 15- to 24-year-olds only 7% and 13% chose ITV and BBC One respectively as their favourite channel.
For Channel 4, the news is better. It has seen interest among the 15-24 demographic remain largely unchanged. In 1995, 26% thought Channel 4 was the best station for them and 10 years on the figure for this age group is 25%.
The survey also revealed young people are less interested in TV, with 66% of people aged 15-24 in 1995 saying they watched TV seven days a week compared with 53% of current 15- to 24-year-olds.
Roar has also charted brand perceptions among the youth market. In 2005, superbrands such as Coca-Cola, Levi's, Budweiser, Calvin Klein, TopShop and Nike all occupy a place in "Brand Heaven", retaining their hold in the minds of the nation's youth throughout the last 10 years.
In 1995, Sprite, Marks & Spencer, Lucozade, Duffer, Budvar and Miss Selfridge were consigned to "Brand Hell".
Of these brands only Marks & Spencers fell in the same Hell category. The clothing giant was joined by "chav" brand Burberry, sportwear brands Gola and Dunlop and footwear brand Camper in 15- to 24-year-old eyes.
Elsewhere, online entertainment has soared in young people's lives. In 1995, only 7% of 15-24s surfed the web regularly. In 2005, 79% of this age group do, as do 81% of the 1995 Roar panel.
Channel 4 and OMD Roar consortium previously included The Guardian/Observer and Emap Advertising, which have since dropped out of the study. Methodology includes internet surveys and in-depth interviews among 1,000 young people and 1,000 25- to 34-year-old original Roar panel members.
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