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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 find new data from various media and research organizations, we’ll synthesize it here to help you make smart, informed media-buying decisions.

Connected TV/OTT 

Nielsen has come out with research showing that while traditional TV viewing has normalized since the start of the pandemic, and connected TV use has retreated a bit from its peak in late March and early April, CTV/OTT’s popularity remains firmly above prepandemic levels. “Co-viewing” is also up, as more people watch TV, including Smart TVs, together as a family.

From the study: “The rise in total media consumption during shelter-in-place restrictions was expected and has been well documented to date, but the persistent high levels of CTV use across smart TVs, internet-connected devices and game consoles suggests that life in the new normal includes a heavier dose of connected TV use than before the lockdowns.” 

Audio Streaming/Radio 

Comscore has found that device usage at home has grown impressively year over year, especially smart TVs, smart speakers, tablets and phones. It also found that the lift in audio streaming that began in early April during lockdowns has continued. From the beginning of the year through mid-June, the average daily audio streaming duration increased 32%. During the same time period, average daily audio streaming hours per household increased to 3.93 hours, which is an increase of nearly one hour a day. 

Driving the increase in home audio consumption are services like Spotify, iHeartRadio and Pandora Radio. iHeartRadio saw an 11% increase in listening hours from Jan. 2020 to May 2020. Pandora experienced the largest increase, with in-home audio streaming hours rising 42% from Jan. 2020 to May 2020.

Social Media 

Social media ad spending bounced back in the second quarter, according to a new report from Socialbakers, which also cites movement toward pre-pandemic levels in advertising budgets and cost-per-click (CPC) for paid ads, as well as an increase in the use of organic video content on social media platforms. Global social media ad spend increased significantly in Q2, and the average CPC for paid ads increased by 55.3%. Across all brand accounts, CPC rose by 42.7% in Q2 to $0.107, while still showing a decline year over year. 

The pandemic has clearly caused social media video content to surge. The study notes that Twitter, where brand pages account for over 20% of tweets, has the highest percentage of video content compared to Facebook and Instagram. Facebook Live, which registers the highest engagement on that platform, increased by a whopping 126% over the last four months. 

And then there’s TikTok. According to a nice summation from Wallaroomedia.com, here’s the latest on Earth’s fastest-growing platform: 

• TikTok now has about 800 million active users and has been downloaded over 2 billion times worldwide. 

• TikTok now has about 70 million active users in the U.S., which represents over 21% of the population. 60% of those users are female. 

• TikTok usage is “aging up,” meaning it’s actually losing some users between 18 and 24, but gaining among 25-44 year olds

• TikTok users spend an average of nearly an hour a day on the platform. 

Remember: If you want to take advantage of TikTok’s amazing advertising potential, we now offer a Master of TikTok program led by our own TikTok genius, Giselle Ugarte. Learn more here

OOH

Post-lockdown, Minnesotans have a pent up demand for mobility. Geopath Daily Mobility Data finds that the Minneapolis-St. Paul-Bloomington market is now 23% above baseline for total miles traveled vs. last year at this time. Geopath also finds that the market was at 75% of impressions in mid-June for street and billboards compared to 2019. Google mobility data through the end of June finds that transit is at 75% of its baseline for the state, while trips to parks are nearly double what they were last year. 

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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!

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