As we continue to try and get our marketing messages in front of the right consumer, it is important to match the consumer with their actual viewing habits. Too often we make decisions based on overall trends without looking into the actual behavior of the consumer we are trying to reach. How many times have you heard that TV advertising is dead? "It doesn't reach today's millennials."
Recently I came across an article -"Television is Still Top Brass, But Viewing Differences Vary With Age" published by our friends at Nielsen.
According to Nielsen research millennials spend more than 20 hours per week watching TV. The more important question is whether or not TV is the best way to reach millennials. We will address this issue at a later date.
The following chart demonstrates that while TV viewership is still common, the amount of time spent varies by age. Consumers 50+ spend more than 47 hours per week watching TV, while consumers 18 - 34 watch half as much
Many media outlets will tell you that "on average our viewers"... Know your best customers and their media habits. Then buy your media based on your consumer, not the "average" consumer.
For more information on how to match the best media with your best customer, give us a call at 419-776-7000. We would love to hear from you.