The 4 to 9ers: Subway's YouTube sitcom for Gen Z

Gen Z had eluded Subway. Teens are watching less live TV, so they don’t see its ads, and they don't like direct advertising. So Subway launched sitcom The 4 to 9ers, and the first season attracted 18 million viewers. But who wants to watch a TV show created by a fast food chain?

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Gen Y has been described as a tech-savvy, socially-orientated and health-conscious generation, and brand marketers, political campaigners and social-issues advertisers have all leveraged these insights in an effort to appeal to this demographic. [1] But while many fast-food chains obsess about this elusive cohort of people, Subway has already turned its attention to an even less understood group: teenagers.