Understanding where and how a target audience consumes media can greatly affect your campaign.
In last week’s blog, it was explained that the Nielsen Company recently funded studies regarding consumer activities and media consumption. The Council for Research Excellence released the findings at last month’s Nielsen’s Company Consumer 360 conference.
A result of the survey disclosed that media consumption is typically used while engaging in a non-electronic activity. This multitasking most commonly is eating meals with 86% of respondents admitting to doing this. The next common activity was preparing meals at 62%. For women specifically, the percentage increased to 66%. Of the women surveyed, 57% combined household chores with media usage, and 54% mixed media with exercise, sports, and/or hobbies.
MediaPost also reports that 69% of TV viewing was done not in the presence of another person in the room. The study did show that 31% of viewing occurred in a “social setting.” Prime time and weekend afternoons were the most common dayparts for shared viewing.
Understanding where and how a target audience consumes media can greatly affect your campaign. The consumer’s environment plays a factor into the retention and attention of your ad.
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