Media spend is not following media consumption

November 7, 2009

Today, digital media accounts for nearly 35% of the average US consumers’ media consumption yet less than 15% of ad spend is directed toward these new channels.

I think the issue is non-trivial. Not only are the digital channels more addressable, more trackable and accountable by their nature, they also represent the direction consumers are taking. Also of interest, looking at the largest spend and media consuming traditional channel, TV, younger audiences are consuming an appreciable and increasing portion of their media through the Internet… while double and triple tasking with games, IM, text, etc. Oh, and don’t forget that nearly 20% of households have DVRs and habitually timeshift their favorite shows.

The world is changing, consumers are multichannel… are you?

Love to hear your thoughts.

Mark

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