Radio Has Biggest Disconnect Between Perceived and TSL
| RADIO ONLINE | Monday, July 24, 2023 | 3:29pm CT |
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 Cumulus Media |
In February 2023, Advertiser Perceptions surveyed 305 marketers and agencies to learn about their perception of the average American's media habits. Media decision makers tend to believe their media habits are pretty much the same as everyone else's. But how do Americans actually spend their time with media? Do perceptions match reality? Turning to Nielsen's Total Audience Report, this week's Cumulus Media | Westwood One Audio Active Group blog compares actual U.S. time spent with devices and platforms versus perceived media use.
- Marketers and agencies underestimate Americans' time spent with TV, smartphones, Internet-connected devices, and AM/FM radio
- Marketers and agencies overestimate time spent with tablets and the Internet on a computer
- To create informed planning decisions, marketers and agencies should take the "me" out of "media" and fully understand today's media behaviors
