2018 Nielsen Audience Report and Your Marketing Strategy

Posted by Alicia Mayle

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Aug 7, 2018 11:29:05 AM

In a recent audience report by Nielsen, it was revealed that on average, an adult in the United States spends more than 11 hours a day connected to linear ( TV and radio) and digital media with six of those hours on video consumption alone. Wow.

How does or should those numbers affect your marketing strategy? Does that mean you should increase your video production budget? Should you be utilizing TV commercials or radio?

The Nielsen report goes more in-depth with these numbers from platform breakdowns to demographic reports.

Read this blog in full, and get some tips on what your next step should be.

2018 Neilsen Audience Report

Whether it is reading, watching or listening to content, consumers are interacting with some form of media half of their day, every day.

  • TV: On average, consumers spend four hours watching television, which is a 15 percent increase from 2017.  
  • Radio: The average time spent listening to radio is one hour and forty-six minutes, a little more than a one percent decrease since 2017.
  • Digital Media (websites and apps on a smartphone): Consumers spend, on average, two hours and twenty-two minutes interacting with digital media on a smartphone, a four percent increase since 2017.
  • Social Media: On average, consumers 18 or older spend 45 minutes per day on social networking sites.

Other mediums in this report include DVD/Blu-ray devices, internet by computer, game console, internet connected devices and app/web on tablet.

Media usage varies by demographics, as we know. This includes the time spent and which medium is being used.

We’ve traditionally seen older adults using television and radio, whereas younger adults are using newer platforms like social media.

Demographics are split between adults aged 18, consumers aged 18 to 34, middle aged adults aged 35-49, older adults aged 50 to 49 and the elderly aged 65+.

  • 18: Nielsen found that adults aged 18 are using live+time-shifted TV the most. Four hours and 46 minutes are used on this medium alone, with utilizing app/web on a smartphone being next at two hours and 22 minutes. In total, this demographic spends 11 hours a day interacting with content across platforms.
  • 18 to 34: Consumers in this age range use live+time-shifted TV for two hours and 17 minutes, with app/web on a smartphone being utilized two hours and 34 minutes. In total, this demographic spends eight hours and 45 minutes interacting with content across all platforms.
  • 35-49: This age range utilizes live+time-shifted TV four hours a day, with app/web on a smartphone being two hours and 46 minutes. In total, this demographic spends 11 hours a day interacting with content across platforms.
  • 50 to 49: Adults in this age range consume 12 hours of content a day across all platforms. The largest amount of time is spent on live+time-shifted TV at six hours and 11 minutes.
  • 65+: Adults aged 65+ are using all platforms to interact with content 12 hours and 16 minutes. The largest time spent interacting with media is on live+time-shifted TV.

To view the full Nielsen report, click here.

Should Your Marketing Strategy Include Video?

As video consumption increases, it makes sense to increase your video production strategy. Now, we don’t recommend throwing a whole bunch of money at the wall before sitting down and planning out your strategy.

You should think about what type of video you need, such as a customer testimonial, a company personality film, an employee recruitment video and so on.

Other things to think about during this process:

Incorporating video production in your marketing strategy can be easy, but it takes an immense amount of planning from pre-production, mid-production and post-production.

If you don’t plan, you could make mistakes including not recording video and audio (ouch) to not bringing back-up memory cards.

These types of mistakes, whether easy or difficult to remedy, can be planned for.  

What Platform Should You Use to Advertise Your Videos?

At InnerAction Media, we are a BIG believer in using digital media platforms, such as Facebook, Twitter or Instagram to advertise. With that being said, we also recommend utilizing more traditional methods like TV advertising, after we’re discussed your marketing goals.

If your marketing strategy includes TV commercials, we can plan for this. TV commercials have shifted from “the product” to “how the product makes the consumer feel.”  And, because of the time constraints a commercial has, it needs to be brief and direct. We understand that the stories of our clients cannot be told in an allotted 30 second timeframe, and the good news is that we can expand these commercials and use on social media.

Social media can allow your company to:

  • Communicate with your potential customers. Whether this is developing a video that provides your target audience with information about your product or service to having the ability to engage through direct messaging and commenting--you can talk to your customers in real-time.
  • Analyze your audience and interests. As Facebook evolves, they are changing the way we can target people. Instead of behaviors, we need to look more to their interests. For this reason, if we know that your target audience interacts with certain Facebook pages and likes certain businesses, we can specify that in an audience build out. After the advertisement has run, we can see if the audience was build out correctly, and if not, make adjustments.
  • Drive traffic to your website. Our CEO, Jim Matuga, will tell you that there are three types of media. You have your owned media (website), free media (news) and earned media (advertisements). If you have a website, which we would recommend that you do, you can utilize your video to drive traffic back to your website.
  • Allow you to target a new audience. In the beginning of this blog, we mentioned that consumers aged 50+ use tv the most. And while you can use TV as a part of your marketing strategy, social media can help you reach a whole new audience around the same age.

InnerAction Media | Video Production for Your Marketing Strategy

TV, radio, social media--where should you even start with your marketing efforts? Do you pick one and forget the other? Should you allot a larger budget to video production? Should you spend all of your money on social media? What about radio?

These questions can be overwhelming. Not only can just the thought be overwhelming, but so can the people who are selling the different advertising plans.

We handle our client’s marketing strategy from beginning to end.

If you want to talk marketing strategy and what we can do for you, give us a call: 304-241-4959


Alicia Mayle

Written by Alicia Mayle

Alicia, a graduate of West Virginia University, received her degree in journalism, specializing in public relations and advertising. Alicia is responsible for coordinating and developing content for our clients, as well as managing their social media strategy and promotion. Throughout the month, you can find her looking at client campaign analytics, researching relevant awareness months and building out audience profiles to understand clients' target audiences. When Alicia is not developing, promoting or analyzing content, you can find her at the grocery store gathering supplies for the the latest dinner idea, playing chess and talking about the perfect cup of coffee or just trying to learn something new.

Topics: Strategy