CTV has pushed total TV usage up, to almost 90% (88%) reach during the second quarter of last year.
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Sports Fans Say They’ll Migrate to Streaming Platforms if Necessary
3 in 4 would be at least somewhat likely to sign up to a streaming service to watch their favorite sport.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
US Adults’ Attitudes to Advertising Appear to be Worsening
A slight majority (53%) of US adults think that ads are a waste of time.
Youth Say They Devote More Screen Time to Gaming Than Any Other Entertainment Activity
Non-premium video viewing is also popular among youth, and is growing in popularity with older adults.
US Consumers Say Online Has Passed TV As Their Main Attention-Grabbing Advertising Channel
Among ad platforms, direct mail is dropping, while among online ad media, website ads are on the decline.
Programmatic to Edge Direct Buying for Audio and Podcasts This Year
The advertisers surveyed are 10 times more likely to say they’ll increase (62%) than decrease (6%) their programmatic ad spend this year.
US Offline Media Spend in 2023 and the Outlook for 2024
It was a “down year” for offline media spending last year, but things look a little brighter in this election year.
Multicultural Media Reportedly Accounts for Only 5% of US Marketing & Advertising Spending
The share of US marketing and advertising spend allocated to multicultural media hasn’t changed in the past 5 years.
What Matters Most to Agencies When Executing YouTube Campaigns?
Brand suitability is rising as an objective, though brand safety and ad performance continue to be paramount.
These Are Americans’ Most Common Entertainment Activities
Music is about twice as popular as spoken word audio, and non-console-based games are likewise about twice as popular as console-based games.
Where is Ad Avoidance Most Prevalent?
Many viewers say they take action to avoid ads on free with-ads video services such as YouTube.
Brand Reputation Is More Important Than Price, Almost Half of US Consumers Say
Gen Zers are less likely than older adults to say that various factors are more important than price in their purchase decisions.
How Much Time Are Adults Spending with Media?
TV time accounted for almost half (46.6% share) of total media time for all adults, but only around a third of time for younger adults.
Internet Use Climbs Among Older Adults
Almost 9 in 10 adults ages 65 and older used the internet last year.
Which Marketing Channels Are Rising and Falling in Importance for DTC Brands?
Social media influencers are a mainstay while, interestingly, linear TV appears to be on the rise.
[New Report] US Media Audience Demographics: 10th Annual Edition
Master your media strategy with this definitive data-driven analysis of major media audiences, the 10th edition of our popular report.
Youth Don’t Think Ads on TV Are That Effective, Regardless of Linear or Streaming
Email is considered the most effective overall, ahead of ads on live TV, streamed shows, and direct mail.