New Research: ATMs Reach More People Than YouTube

This headline is just as relevant as recent headlines breathlessly proclaiming that more people watch YouTube than traditional television, or millennials watch more online video than TV.

Anyone who knows anything about research or audience measurement knows these headlines and studies are mostly nonsense. 

Unfortunately, too many people just read the headlines and walk away misinformed.  Too many other people don’t note the source of the study and the vested interests and inherent bias of those providing the analysis.

Reach taken out of context without knowing time spent with the medium is not very meaningful. 

If I watch one YouTube video for three minutes, and then spend three hours watching television, the reach is the same.  But to say I watch just as much YouTube as television is gibberish. Having access to something and spending time using something are two different things.

Just for the record, the latest Nielsen data shows that adults 18+ spend more than 10 times as much time watching traditional TV than watching video on PCs, smartphones, and multi-media devices combined.  Even amongadults 18-24, traditional TV viewing is nearly five-times greater than all other video combined.



3 comments about "New Research: ATMs Reach More People Than YouTube".
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  1. Ed Papazian from Media Dynamics Inc, May 20, 2016 at 9:07 a.m.

    But Steve don't you realize that Nielsen is "buggy whip". Without 116 million homes providing data you can't believe such small sample findings---can you?

  2. John Grono from GAP Research, May 20, 2016 at 8:21 p.m.

    New headline.


  3. Ed Papazian from Media Dynamics Inc, May 21, 2016 at 4:33 a.m.

    But even toilet paper, with a daily reach of 91.234% and even higher among millennials ( 94.785% ) doesn't give you complete reach, John. You must augment it with other "platforms" . Hmmm? I wonder what the other 9% uses?

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