To stay ahead of the media mix trends, it is pertinent to stay current with media research. The Nielsen Company conducted a survey in November 2010 to breakdown television consumption among American ethnicities.
According to MediaPost, African-American homes are the leaders in TV consumption with an average of 7 hours and 12 minutes per day. The average
An interesting note is the effect of DVRs on US households. In fact, Caucasian homes added 5.0 DVR ratings points to TV shows, which is a 15.4% boost over live airings. Asian households, Hispanic households, and African-American households followed in the DVR usage.
How can this information help an advertiser with a campaign? When looking at a target demographic, does the ethnic makeup play a factor? If so, an advertiser needs to know how that group consumes media. A heavy TV campaign may not make sense for an Asian or Hispanic demographic target, but it would for African-American or Caucasian one.
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