FlashBack Blog: TV and Movie streaming grows in popularity in America

At Ruth Burke and Associates, not only do we look ahead, but we also like to look behind and see how our current media landscape compares. Please join us with a flashback to this August 20, 2009 blog and see how media has progressed in a year.

It’s helpful for your advertising campaign to know what the new and popular medium is and which demographic is thoroughly immersed in it.

Reported by MediaPost, the amount of Americans watching TV and movies on the internet have steadily increased.

According to the article, in the last six months, the percentage of Americans streaming both has more than doubled. MediaCT’s biannual MOTION Study was the basis of the article. It was found that “in the past 30 days, 26% of online Americans streamed a full-length TV episode and 14% streamed a full-length movie, more than twice the levels recorded in September (11% and 6%, respectively).” Not surprising is that the 18 to 24 demographic are the most expected to utilize streaming. Despite the growing popularity of streaming, it is still found that the average American with access to the Internet consumes less than two hours of online content per week. That same group watches an average of 15 hours of traditional television per week.

It is advisable to be aware of new technology, and the advertising possibilities it makes available. However, be cautious to put the majority of advertising funds into that medium. In looking at the big picture, that new medium may only account for a small percentage of viable media.

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...

Two media vehicles are better than one according to a new study

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

A new study conducted by the Nielsen Company concludes that a cross platform media buy with TV and online is more effective than a single platform. The Center for Media Research reports the findings of the study, which was based off a direct to consumer drug advertising campaign.

Apparently, when consumers were exposed to both TV and online advertisements, they were 100% more likely to contact their doctor about the drug than those who only saw the TV ad. In fact, those who saw the ad online and TV in the last seven days were 157% more likely to seek out information from their doctor than those who only saw the online ad.

The study concludes that the combination of broadcast and Internet media is more successful at guiding consumers from awareness to action than a single medium push. This is due to the fact that TV can influence the initial stages of the decision cycle with consumers because it can create interest, bring awareness, and stimulate desire for the product or service. Online follows up TV’s awareness by helping potential consumers in the buying process by providing detailed information that is not commonly found in other media like TV, radio, outdoor, etc.

When budgeting a campaign, it is vital to understand how different media platforms work together to generate awareness and encourage a purchase for a consumer.

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...

Leading research companies independently found radio audiences stay relatively consistent

With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience.

As traditional media makes room for new forms entering the marketplace, some may assume that audiences are decreasing for those traditional forms. However, recent research studies infer that radio audiences have not left the medium.

According to MediaPost, both The Nielsen Company and Arbitron have done independent studies following radio audiences and the movement patterns attributed to these people. Based off Nielsen’s findings, the listening population remained stable between 2009 and 2010.

For 2010, Nielsen found that radio would reach 91.4% of Americans who are 12+ years old. This is a slight increase from last year with 90.2%. Arbitron’s study shows that 93.1% of Americans aged 12+ are being reached by radio each week.

With both of the leading research companies in agreement, it was concluded that the radio medium attracts a fairly large, consistent audience. This information can be helpful when planning a budget for the upcoming fiscal year.

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...