[inlinetweet prefix=”” tweeter=”” suffix=””]Among women over 18, traditional live TV remains the largest component of their media consumption[/inlinetweet], with an average of 4 hours a day spent watching this medium. From 2015 to present, this demographic has consistently spent an average of around 30-plus minutes per day with time-shifted TV. (Source: Nielsen)
The drivers behind how women invest in their time and attention have more to do with their life stage and experience. The best example is mothers in the U.S. and their news consumption on a daily basis. Marketers have long recognized moms as a powerful segment, and new products and campaigns are constantly being developed with moms in mind
According to Nielsen’s Local Watch Report, [inlinetweet prefix=”” tweeter=”” suffix=””]working mothers make up the majority of morning news (58%) and late night news (52%) viewing, as they’re mostly working during the daytime.[/inlinetweet] Meanwhile, stay-at-home moms over index on catching up with the news at midday (61%) and early evening (57%) and spend much less time tuning into local news in the morning. These moms don’t interact with media in the same way, giving marketers and advertisers a great opportunity to reach them within the diversity of their schedules and lifestyles.
According to the Wall Street Journal [inlinetweet prefix=”” tweeter=”” suffix=””]“P&G discovered that the average view time for a mobile ad appearing in a news feed, on platforms such as Facebook, was only 1.7 seconds.[/inlinetweet]..The consumer products giant says that its push for more transparency over the past year revealed such spending had been largely wasteful and that eliminating it helped the company reach more consumers in more effective ways…”
[pullquote]P&G’s Pritchard said: “As we all chased the Holy Grail of digital… we were relinquishing too much control—blinded by shiny objects, overwhelmed by big data, and ceding power to algorithms.”[/pullquote]
While we like to believe that more people are time shifting TV the truth is women enjoy live TV and TV spots might be the best way to reach them. The problem with advertisers is the constant reruns of spots that are beginning to anger viewers (consumers). Marketers have to ensure their TV spots are fresh and replace spots that are aired so much they lose their appeal and actually turn people against brands.