Cumulus/Westwood One Chief Insights Officer Pierre Bouvard is out with a new blog highlighting the disconnect media buyers and planners have about the media habits of the American public. His conclusion: they are way off.
Bouvard asks the following question: How much time do American consumers spend each day with their multimedia devices, tablets, computers, AM/FM radio, TV, or their smartphones? He then quotes a March Advertiser Perceptions survey of 303 marketers and agencies which asked about their personal media habits versus those of average Americans. The major finding from that report was that media buyers, planners, and brands perceive little difference between their personal media habits and those of average Americans.
Bouvard then turned to Nielsen’s Comparable Metrics Report to compare U.S. time spent with devices and platforms versus perceived media use.
Here are the key takeaways:
– When it comes to AM/FM radio, media decision-makers believe consumers spend 8% of their time with AM/FM radio. Nielsen reality? Nearly double at 15%.
– Media decision-makers think Americans only spend 22% of media time with live or time-shifted TV. The Nielsen reality? 36%.
– Media decision-makers believe Americans spend 25% of their media time with multimedia devices (Apple TV, Roku, etc.), DVDs, and video games. The Nielsen reality? 5%.
Read the full Bouvard blog HERE
check the wx and maybe the traffic, that’s about it