Commentary
Time Spent With Advertising Daily
- by Leo Kivijarv , Op-Ed Contributor, April 2, 2018
Recently, Research Intelligencer approached PQ Media with the following question: How much of total consumer media usage is spent solely with advertising? This is a very complex question because often when advertising is the media content, people are not consciously interacting with the message as they would with entertainment and …
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Leo, as I'm sure you are aware having an opportunity to see, read or listen to an ad is not the same thing as actually doing so and paying some degree of attention to the message. The actual amount of time we devote to attentively consuming advertising is far less than the amount of ad content are "exposed to" . In our latest issue of "Intermedia Dimensions 2018" we estimate that the average adult is "eposed to 374 ads per day, of which only 154--- or just over 40%---are probably "noted". If we project time spent guesstimates to our ad noting figures we come up with about 45-48 minutes per adult, per day of attention to ads in the five media---TV, radio, magazines, newspapers and digital---with about 60-65% of it being spent watching TV commercials.
Good report! Unless relevance and messaging improve dramatically unconscious exposure will grow exponentially.
Ed, you make a good point about the differences between engagement and exposure to ads, knowing full well that people don't really engage with any advertisement unless they are in the market for a product, for example examining every auto marketing message when purchasing a new vehicle; or the content is riveting, like those that debut during Super Bowls. The analysis PQ Media (PQM) prepared for ResearchIntelligencer was based on data from PQM's 5th edition of the Global Consumer Media Usage & Exposure Forecast Series, and was specific to advertising (and marketing) that one comes in contact with on a daily basis, per our knowledge of media consumption from publishing data on the subject for almost 25 years.