Thursday, October 27, 2011

How do you reach the masses at work and during prime time?

How do the masses consume media throughout the day? According to a new study by Frank N. Magid Associates Generational Strategies, TV is making room for another mass media- Facebook.

MediaPost reports that for most age demographics, Facebook is utilized more during the workday hours of 9 am to 5 pm than TV. One exception is the baby boomers with 35% watching television compared to 26% being on Facebook. The other generations break down is as follows:

· GenXers: 32% use Facebook and 28% watch TV

· Millennials: 44% use Facebook and 32% watch TV

· Teen Millennials: 30% use Facebook and 24% watch TV

· iGens: 16% use Facebook and 16% watch TV

While Facebook may have the upper hand on TV during the workday, television maintains dominance during the after-work hours leading up to prime time (8 pm to 11 pm). The generation with the highest TV use is the Baby Boomers with 70%. In prime time, the demographic with the most Facebook usage is teens 15-17 with 39%.

To recap, if an advertiser wants to reach mass audiences between 9 am and 5 pm, then Facebook may be the platform to use. However, if the intention is to reach people in the evening, then advertising dollars would be better spent on TV.

Be sure to visit Ruth Burke & Associates’ blog to find the latest in media news and receive helpful tips to make your advertising campaign successful...

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