Shifting Media Use Leads Marketers to Adjust Ad Budgets

There’s been speculation about how much of the marketing budget should be shifted from traditional to digital platforms. Currently, radio1about 25% of all ad spending is digital. While some consumers clearly spend more than 25% of their media time online, others are still glued to traditional TV. For marketers that want to align their ad spending with consumer attention to various media formats, it’s worth considering how the media time is divided up.

A quick review of the recently released report from Temkin Group shows that TV accounts for 3.9 hours of daily media time. Online media, outside of work, totals 3.8 hours. It’s also interesting to see that consumers spend 1.1 hours a day with the print newspaper but 1.4 hours with online news. Digital book reading is also accounting for more of consumers’ media time – 0.9 hours a day. However, 70% of consumers say they read a paper book on a daily basis. And 85% listen to the radio daily.  While consumers age 75 and up are the most likely to read traditional newspapers, at least half of younger consumers also read these publications.

These numbers don’t tell the whole story because consumers of different age groups, income levels and ethnic backgrounds engage with various media formats at different levels. For example, consumers who are ages 55 to 74 watch nearly 4.2 hours of TV daily. TV viewing also correlates to income levels. Consumers with less than $25,000 a year spend over 4 hours a day watching TV. Marketers will want to consider how they target higher income consumers via TV very carefully, as this group, on average, watches only 3.6 hours of TV a day. In terms of ethnicity, African Americans have the highest rate of TV viewing.

Marketers who want to influence Asian American should advertise online. These consumers read more books online than any other ethnic group.

To learn more about key characteristics of an audience like Heavy Radio Listeners, check out the Audience Interests & Intent Report available at the Research Store on Ad​-ology​.com.

[Source: Media Use Benchmark. Temkin Group. 2013. Web. 2 May 2013] 
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.