Mark Loughney of Hub Entertainment Research unveiled the results of an online survey which looked at U.S. consumers’ media consumption patterns while in transit. Hub’s survey was of 2,566 U.S. consumers ages 16 – 74. There were no exclusions. It included TV and non-TV homes, pay subscriptions and non-pay subscriptions and so on. They weighted to U.S. census data, including age, gender, ethnicity, income and size. The data was collected from mid/late November 2022.
Mark Loughney – Senior Consultant, Hub Entertainment Research
Mark Loughney of Hub Entertainment Research unveiled the results of an online survey which looked at U.S. consumers’ media consumption patterns while in transit. Hub’s survey was of 2,566 U.S. consumers ages 16 – 74. There were no exclusions. It included TV and non-TV homes, pay subscriptions and non-pay subscriptions and so on. They weighted to U.S. census data, including age, gender, ethnicity, income and size. The data was collected from mid/late November 2022.
Over the air (OTA) radio is still overwhelmingly the most used device and medium in the car, with two-thirds using it “all” or “most” of the time. Smart phones were the most common mobile device present and music overwhelmingly the most popular genre. Commuter numbers look nearly identical to drivers. One-third of drivers claim that their passenger will use a different device in the car “all or most” of the time. That jumps to 50% for those with children. Also, the presence of a tablet nearly doubles when a child is present. Even though today, OTA radio remains king of the road, mobile hotspot usage and the streaming of music will likely increase as people retire older vehicles. The biggest change in media consumption habits came with flying, where books, followed closely by personal music, are the media most often consumed.
Key Takeaways
In the car, OTA radio is the most used built-in option (81%), followed by CD players (50%) and satellite radio (41%). This makes sense if you consider that about half of the cars on the road are five years old or older, many 10 years or older.
OTA radio is the most frequently used medium in the car (83%) and smart phones are the most common portable device on hand (73%). A tablet’s presence goes from 20-35% when a child is present.
Typically, one-third of drivers said their passenger is using a different device while they travel.
When flying, print was the most common “ever use,” followed by personal music and streaming. Magazines were about average, with at least half saying they use them sometimes.
Across all platforms, creative continues to have the dominant effect ranging from 46% to 49% of the effect of the campaign. The proportional effect of media and brand vary by platform depending on the targetability of the medium, the ability to build reach and the appeal to younger audiences such as is the case for social media.
Key Takeaways
NCS uses a framework of five keys: Creative, Brand, Media (Targeting, Reach and Recency). Going back to 2006, Project Apollo found that creative, media and other factors contributed 65%, 15% and 20% to the success of a campaign. In 2017, a similar study yielded 49%, 36% and 15% contribution for creative, media and brand. Of course, in 2017, digital media provided for vast improvements in targeting over 2006.
In the current 2022/23 analysis, NCS broke up the composition of impact into the five expanded keys allocating the effects on campaign success as follows: creative 48%, brand 21%, reach 14%, targeting 11% and recency 4%.
Looking at the brands contribution, over half comes from loyalty. When comparing linear and digital, brand is much more important for digital, 25%, and media turns out much more important for linear, 39%, likely driven by reach and frequency. Creative is roughly the same for both at 49% and 48%.
Within social media advertising, the distribution is 46% for creative, 28% for media and 26% for brand. Targeting accounts for most of the media effect and loyalty accounts for most of the brand effect.
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