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1 comment about "UK Hits Media Saturation Point -- What Next?".
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Ed Papazian from Media Dynamics Inc,
May 2, 2018 at 7:41 a.m.
Not to worry, Sean. The "audience" numbers that are the basis for this analysis are inflated and do not present a true picture of the time people actually spend with the media---mainly electronic media. What is being reported is device usage---meaning that, according to some panel, the TV set is on or the PC is activated----not whether the human "audience" is even present at a given moment let alone whether it is paying any attention. In such research, "viewing" and/or "listening" is assumed on a per minute basis, but it is not actually measured. Our own estimate is that a typical adult is fully attentive to about six hours of media per day and even this may not tell the entire story, particularly where ad exposure is concerned. Those who want more information on this and many other cross media comparisons can find it all covered in our annual, "Intermedia Dindesions 2018"
Not to worry, Sean. The "audience" numbers that are the basis for this analysis are inflated and do not present a true picture of the time people actually spend with the media---mainly electronic media. What is being reported is device usage---meaning that, according to some panel, the TV set is on or the PC is activated----not whether the human "audience" is even present at a given moment let alone whether it is paying any attention. In such research, "viewing" and/or "listening" is assumed on a per minute basis, but it is not actually measured. Our own estimate is that a typical adult is fully attentive to about six hours of media per day and even this may not tell the entire story, particularly where ad exposure is concerned. Those who want more information on this and many other cross media comparisons can find it all covered in our annual, "Intermedia Dindesions 2018"