Switching off

According to a recent study by Veronis Suhler Stevenson, Americans consumed 0.5% fewer hours of media in 2006 than they did in 2005. While not statistically significant, the data does show that consumption is flattening. Consumption of broadcast television, recorded music and newspapers all declined.

Are people any less interested in media than they used to be? Not at all. In fact, people remain quite interested in what media has to say about the world around them. However, people have learned how to leverage digital media alternatives to consume media more efficiently. Why watch the entire episode of Saturday Night Live when the funniest clips will be available on YouTube the next day? Digital media allows for place and time shifting and enables people to be choosy about what media they consume. People can weed out any information that is not of interest to them and focus instead on only the most salient topics. More than ever, people are only limited by the speed of their mouse.

As a result, spending on alternative advertising is increasing while traditional advertising spending is relatively flat. According to Mediaweek, alternative advertising spending, including mobile and video games, increased by 36.6% in 2006 to $26.53 billion. Leading advertisers will have to continue to find ways to combat audience fragmentation and decreased attention spans by taking advantage of new media forms.

For more information, visit http://www.mediaweek.com and http://www.nytimes.com

5 September 2007, posted by Lindsey Zuckerman