Partner Spotlight: Linda Norfleet

Question: Has the ability to view television programs on-line, record them via DVR or watch via mobile video affected overall television viewership?

Answer: According to the data from the Nielsen Company, Americans are increasing their overalll media consumption, and media multi-tasking is part of the equation. During 2nd Quarter 2009, the number of people watching mobile video increased 70 percent from last year adn people who watch video online increased their viewing by 46 percent compared to a year ago. Average TV consumption remains at an all-time high compared to the sane time frame last year. As of 2009 the 290 million people in the United States with TVs, spend an average 141 hours, 3 minutes each month viewing televisions. Nielsen data also shows Americans are using DVRs more than ever, watching one hour more of time shifted TV each month than a year ago.

As of June 2009, 57 percent of consumers with Internet access at home watch TV and go online simultaneously at least once a month. On average these consumers spend 2 hours, 39 minutes each month using the Internet while also watching TV. Their online experience at home is in front of the television almost a third of the time.

Spotlight: Ask Linda Norfleet

Question: Arbitron Inc, which is the measurement company for radio listenership across the country, is making a switch from consumers filling out a daily diary to a Portable People Meter. What is this and how will it impact the radio industry?

Answer: The PPM (portable people meter) is a small devise about the size of a pager that will be clipped to the panelist’s clothing. It will read encoded audio signals from radio stations based on what station is playing in the vicinity of the panelist. At night it will be “docked” in a charger that sends information to a central data collection site. According to Arbitron Inc, the new PPM system will be more reliable, credible and timely with information provided to radio stations, ad agencies and direct advertisers. Results will be more consistent from month to month. Credibility will be formed as listeners will not need to remember what stations they are listening to, since the information is automatically recorded through their PPM devise. PPM data will be refreshed each month so audience listenership will be continuously be updated. While overall radio listenership will not change, audience levels will be lower as diary keepers tended to over-report routine listening.

Spotlight: Ask Linda Norfleet

Question: Since the economy has been down the last nine months, my retail business has dropped off significantly. Should I pull all my advertising dollars and wait until consumers regain confidence and spending levels rise?

Answer: According to a new Ad-ology Research study, "Advertising's Impact in a Soft Economy," more than 48% of U.S. adults believe that a lack of advertising by a retail store, bank or auto dealership during a recession indicates the business must be struggling. Conversely, a vast majority perceives businesses that continue to advertise as being competitive or committed to doing business. Therefore, it is important to continue to advertise in a down environment to maintain brand awareness and reaffirm consumer’s perception of your business. Another key finding in the Ad-ology Study is that TV, newspaper, direct mail, and Internet top local media from which consumers saw/heard an ad within the last 30 days that led them to take action. Strategic placement of advertising dollars is more important than ever. Be sure and assess your target audience and place your ad dollars with media vehicles that have proven to be the most effective and efficient.