Are more consumers tuning into news reports these days? Or are they watching entertainment that’s packaged as news? Either way, the results of the most recent report from the Pew Research Center for the People & the Press indicate that marketers would do well to buy media time during news reports to increase their chances of capturing consumer attention.
According to the Pew report, consumers spend over an hour engaged with news on a daily basis. But the time spent consuming the news is fragmented across a number of outlets:
- TV 32 minutes
- Radio 15 minutes
- Print newspaper 10 minutes
- Online (including online newspapers) 13 minutes
Pew analysts point out that higher consumption of news is associated with age and education. For example, while consumers age 65 and up take in 83 minutes of news on a daily basis, consumers below age 30 only spend 45 minutes on this activity. Similarly, consumers with a post-graduate degree claim to engage with the news for 96 minutes a day while people who have a high school diploma or less spend 58 minutes a day on the news.
As marketers consider where to place their messages, they should also consider what drives audiences to access a specific news outlet. Here are the mostly highly rated news outlets associated with consumer reasons for accessing them:
- Latest headlines – CNN 64%
- In depth reporting – Wall Street Journal 37%
- Views/opinions – O’Reilly Factor 44%
- Entertainment – Colbert Report 53%
These findings suggest that marketers can target demographic audiences by purchasing ad inventories on specific news outlets. In addition, the audiences may be closely engaged with program content and therefore pay closer attention to marketing messages.[Source: Americans Spending More Time Following the News. Pew Research Center for the People & the Press. 12 Sept. 2010. Web. 27 Sept. 2010]