Research: “The Simpsons” ads online more expensive than on TV
27 June, 2009
Nielsen published the report “How Teens Use Media” this week, a report on the “myths and realities of teen media trends ”. It’s a good read, showing that the American Teenager is more conservative in his (or her) media choice than some fast-talking online media experts would have you believe.
Dad knows best
Some of the most interesting points from the research are around the choice of medium, but the media consulted still are pretty much in line with parental choice. In the end “teens” is the word we use for a part of the demographic that is just about to start making their own unique choices, but are in fact still mostly following the lead of their parents.
Report Highlights:
- For TV, American teens today actually watch more of it than 5 years ago. This is up 6%, for an average of 3 hours and 20 minutes per day.
- PC use per day is only 52 minutes per day – much less than I expected.
- Internet use is less than 12 hours per month. Oddly enough, this is MUCH lower than other age groups. Just compare this to 35-44 year olds who score more than three times as much on average with 42 hours!
- Same trend watching online video; the age categories 20’s and 30’s respectively watch 4 hours and 44 minutes and 5 hours and 35 minutes of online video per month. Teens only get up to 3 hours and 5 minutes of watching online video.
- Game are another element in the teens time spent; an average 25 minutes per day are spent on consoles, and one in 10 teens plays PC games on a daily basis.
- Mobile phones show an interesting trend; only 6 minutes per day are spent calling, but teens manage to fire off and receive a whopping 96 text messages per day. One in three also accesses the mobile web.
- Cinema is down to one visit a month
- One in four teens claims to read a newspaper daily.
More focused than you’d think
Contrary to popular thought, teens are not constantly watching TV, texting, calling and chatting all at once. The Nielsen report references two older pieces of research for this case, that show that only 31% - 33% of time spent is concurrent use. Nielsen has found nothing to counter these findings, so it’s safe to assume that teens don’t regularly use several sources at the same time. Apparently, this is just an image created by 40+ year old professional speakers on events who are trying to scare their audiences into buying more consultancy and advice from them :)
Internet beats TV on spot advertising pricing
For the first time ever, American advertisers have to pay more for an online video ad than for showing the same spot on TV. Bloomberg reports that online advertising on Hulu around the Simpsons’online video streams costs 60 dollars per 1000 visitors, whereas advertising around the Simpsons’ programme on cable TV costs only 20 – 40 dollars per 1000 visitors. Nielsen reports that this is caused by the fact that online is more selective in reaching the right target audience for a program, they seek the show out actively on the internet, and the fact that there is less competition in the sense of less other ads competing for the viewers’ attention. Nielsen states that the chance that viewers will remember an online video ad is much higher than a TV ad.
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