Marketers to Scrutinize Media Pro Bias

We can’t blame media pros for wanting to stay up to date on the latest marketing trends. Without expertise in all things mobile and digital, some clients would hesitate to hire them. But if a media pro’s bias becomes too extreme, will their attitude sway which formats they are recommending and the outcomes of campaigns, as well?

The Media Behavior Institute recently asked a number of media professionals to record how they spend time with media during a typical day. The outcomes of this study show that media pros turn to digital media far more than average consumers. In a typical day, media pros spend their time on:

  • Email 53%
  • Online 28%
  • Mobile apps 11%
  • Social networking 19%

The rest of us enjoy our digital connections, too. For example, the general population spends 20% of the media day on email and another 15% online. We also engage with mobile apps for 6% of our media day and with social networks for another 7%.

But it’s the use of traditional media on the part of media pros that should be raising some eyebrows. About 80% of average consumers listen to radio. Only 42% of media pros do. TV is a popular form of entertainment with 85% of consumers who spend 26% of their media day enjoying this type of programming. For the 75% of media pros who watch TV, only 9% of the media is allocated to the format.

Mike Bloxham of MBI cautions that these finding should be considered anecdotal. However, this preliminary research does point to a bias and should cause marketers to question whether the agency they are using to recommend media mix is fully considering the way consumers use media.

[Source: MBI Study Finds Media Pros Have ‘Digital Media Bia’. Allaccess​.com. 8 Oct. 2012. Web. 11 Oct. 2012]


Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.