It’s no secret we are witnessing a seismic shift in media consumption behavior, reports The Wall Street Journal, which added that as of 2017, “one in three “young households,” wherein the head of household is under 35 years of age, does not subscribe to a traditional (cable or satellite) TV subscription, according to Nielsen. Time spent with mobile apps will comprise nearly 20% of total media consumption this year, and 84% of time on mobile devices, eMarketer says.

“Mobile and streaming innovation bring about new creative opportunities, but they also create a big problem: Nearly two thirds of this consumption isn’t being captured by traditional measurement platforms. And if it can’t be measured, it can’t be properly targeted or planned against as part of a cohesive, cross-platform campaign.”

The WSJ story added that new survey and ethnography research that Hearts & Science conducted with Omnicom Media Group research found that the TV and video consumption of 47% of Millennials and Gen Xers – a segment we call MGXes, encompassing the 22 to 45 age range – aren’t effectively captured by the TV measurement currency. We call this audience segment “The Unreachables,” because the industry systems of record for planning and measurement guides media buys away from reaching them.”

Leave a Reply

Your email address will not be published.