The Great Migration From Traditional To Digital Media
Earlier this week Nielsen released its latest Total Audience Report. This research is particularly useful because it tracks the shift in time spent between media types through the years. Since the first law of marketing tells us that media budgets always follow time spent, this report is an important marker.
The overarching theme of this year’s Total Audience Report is the continued decline in time spent with traditional media types including TV and Radio. On the A18+ bars below you’ll see a YoY decline in time spent with TV of -7% (minus 19 minutes per day), and a decline with Radio of -4% (minus four minutes per day). On the other side of the coin time spent with all things digital is surging. When you combine Computer/Smartphone/Tablet totals together we’re spending an incredible 4:04 each day online, which is up +14% over 2018.
What’s even scarier for traditional media is the future. If you look at the A18-34 columns you’ll see a generation who’s using TV and Radio less than ever. Just imagine what this report will look like a decade from now when this group ages up into the primary buying demos.