Besides sleeping, people spend more time consuming media
than doing anything else. It’s estimated that about 11
hours a day are spent with some type of media, whether
it be radio, television, print, Internet, video games,
cell phones or other devices. This poses a very
important dilemma. How do you break through the clutter
with your message?
International media and marketing
research firm Arbitron and global information and media
company VNU are in the process of developing a
prototypical “day in the life” of the average media
consumer to help marketers figure out when most people
are consuming media and what type of media it is. Some
of the usage is easy to figure out - rush hour radio
consumption, evening television, work Internet, etc.
For a more detailed profile of media consumption
patterns, the companies plan to use more sophisticated
tools like the AC Nielsen HomeScan and the Arbitron
Portable People Meters. Anecdotal and empirical data
together should provide a reasonably accurate view of
media usage habits.
Providing PR pros and marketers with key information can
make targeting easier for a campaign’s ultimate success
in the future.
For more information on
Portable People Meters,