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Timing is everything. Just this weekend, Mike the Canadian claimed in the comments that, at least in Canada, internet usage surpasses television viewing. While it’s possible that Canadaian viewing habits are vastly different from American viewing habits, an article today from AdWeek by Chris Rohrs, president of the Television Bureau of Advertising, shows that here, that’s just nowhere near the truth.
by Robert Seidman
Nielsen press release:
GROUND-BREAKING STUDY OF VIDEO VIEWING FINDS YOUNGER BOOMERS
CONSUME MORE VIDEO MEDIA THAN ANY OTHER GROUP
Traditional Television Remains “800 Pound Gorilla” In Video Media Arena
NEW YORK, NY – March 26, 2009 – A pioneering study conducted on behalf of the Nielsen-funded Council for Research Excellence (CRE) by Ball State University’s Center for Media Design (CMD) and Sequent Partners dispels several popular notions about video media use, finding that younger baby boomers (age 45-54) consume the most video media while confirming that traditional “live” television remains the proverbial “800 pound gorilla” in the video media arena. (See appendix for more detail.)
Results of the $3.5 million year-long Video Consumer Mapping (VCM) study, in which participants were directly observed throughout the day by CMD researchers, were released to the media industry today by representatives of the CRE, Nielsen, Ball State and the analytical firm Sequent. Read the rest of this entry »
That seems to be the case according to multiple research (which sure, was ultimately probably funded by those selling TV advertising, but still). From Advertising Age:
A seven-figure ethnographic study due to be released next month by the Nielsen Co.-funded Council for Research Excellence from research firm Sequent and the Center for Media Design at Ball State University appears set to punctuate that point, finding that TV remains the dominant medium even for reaching youth, despite the inroads of digital and social media, according to a person familiar with the research.
If time shifting, ad skipping or clutter really were rendering TV less effective, then it should show up in marketing-mix analyses that have been done since the early 1990s as a lower average sales lift per gross rating point over time.
It doesn’t, according to Media Marketing Assessment (MMA), a unit of Aegis Group’s Synovate. “We haven’t seen a significant trend in the erosion of effectiveness of TV,” said Douglas Brooks, senior VP of MMA. In fact, MMA, which reports to clients each year on its findings regarding aggregate TV effectiveness, has seen a slight uptick in effectiveness in recent years. – read the full story on Adage.com