As part of our Media the Way It Should Be® mantra, Media Bridge is keeping a close watch on Americans’ changing media habits. As we source new data from various media and research organizations, we’ll synthesize it here to help you make smart, informed media-buying decisions.
Social Media
SmartInsights.com has published a massive compilation of valuable social media research, both global and domestic. Among the highlights:
- More than half of the world now uses social media.
- Of the 4.6 billion people who use the internet, nearly 350 million have come online just within the last year.
- 99% of social media users around the world access those sites via mobile device.
- Facebook is still the world’s most widely used platform, but TikTok has entered the conversation, and Reddit actually has more active monthly users than Twitter and Pinterest.
- In the U.S., Facebook and Instagram are the most used social platforms. IG’s engagement rates are higher, but Fb users post more often.
- Facebook and Instagram are particularly good for marketing to millennials and Gen Zers.
Connected TV/OTT
A recent study from Nielsen shows that ad-supported video streaming is far outpacing big-name subscription (non-ad supported) services like Netflix and Amazon. Streaming consumption across the board is up over 74% from last year. In Q2 2020, Americans watched more than 142 billion minutes of streaming video. Importantly, the year-over-year growth in minutes watched outside of Netflix, Hulu, Amazon, Disney+ and YouTube was more than 57%, accounting for more than 12 billion minutes.
Traditional TV
According to Comscore, TV sets in use (SIUs) are back to February levels nationally. SIUs peaked the week of March 23-29 in the heart of lockdowns, remained high for the next month, then gradually declined in late April. In late June, they approached pre-pandemic levels, then finally reached them in July. With the weather turning colder now, we’ll watch to see if those levels rise even further in the fall and winter.
Audio Streaming/Radio
According to Nielsen’s Total Audience Report: Work from Home Edition, 75% of people listen to music while working from home at least once a week, and 40% tune in daily—the highest share percentage of media-related activity for any media outlet. AM/FM radio remains the most popular, reaching over 90% U.S. adults each week. In addition, Nielsen also reports that radio’s weekly reach is now within four percentage points of its March levels.
OOH
Outdoor advertising represents another story of recovery. According to Outfront, the U.S. as a whole is now back to 85% of average impressions on outdoor advertising since the National Emergency was declared on March 14th. In Minnesota, the number is 96%, and for the entire Midwestern region, it’s 98%— nearly back to “pre-pandemic” norms.
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Look for additional updates as more information becomes available. Media Bridge will always do our best to deliver More Bang for Your Media Buck!