• Brett Mercuri

How Much Time Do People Spend With Media?

Updated: Aug 20, 2020

A question that’s become increasingly complicated with the onset of the digital age is “how much time do people spend with media?”

Here’s a snapshot from Nielsen of the Total Media Universe.

Graphic from Nielsen

The biggest thing that sticks out to me is that TV has 87 million more users than the internet and radio has 60 million more users. For all the talk that TV and radio are a dying breed – they still maintain the biggest audiences of any media platform by a substantial margin.

Here’s a Q4 2013 study (most recent I could find) that shows how the time is divided among the various platforms.

Graphic from Statista

Again TV and radio lead the pack by a large margin. While a lot of budgets are shifting heavy to digital, it may be wise to rethink that strategy and add more money back to traditional means to reach the end consumer.

If you have the budget, the best strategy is a cohesive one that includes all media in the mix. If that’s not feasible remember, the right message to the right audience will get you the right results.

What’s the media snapshot of your consumer look like?

About the author: Brett Mercuri has over a decade of experience as a marketing and advertising consultant with iHeartMedia which reaches 250 million people across the US. Specialties include radio advertising, digital marketing and event sponsorship. He can be contacted at brettmercuri@iheartmedia.com or by phone at 412-919-8524.

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