Media Comparisons 2006

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Media Comparisons 2006
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Media Comparisons Study 2006

• Dating back to the 1970s!
• Internet added in 2000.
• 1,183 telephone surveys completed in 3-week
  period, January 2006.
• Fieldwork by Nielsen Media Researchs Custom
  Survey Division.

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Adults Spend More Time with Television Each Day
Than They Do with Any Other Medium
Time Spent Yesterday
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Female Demographics
Time Spent Yesterday (in Minutes)
Women Women Women 18-34
18-49 25-54
Television 244.9 252.6 270.7 Newspapers 15.3 18
.7 22.5 Radio 138.1 157.2 145.6 Magazines
20.3 17.6 16.6 Internet 100.8 95.6
97.3
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Male Demographics
Time Spent Yesterday (in Minutes)
Men Men Men 18-34 18-49
25-54
Television 248.6 241.8 240.9 Newspapers 20.7 23
.2 22.7 Radio 133.6 136.6 142.4 Magazines
15.6 13.9 12.7 Internet 117.8 113.0
99.2
Source TVB, Nielsen Media Research Custom Survey
2006
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Television Reaches More Adults Each Day than Any
Other Medium
Reached Yesterday
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Female Demographics
Percent Reached Yesterday
Women Women Women 18-34
18-49 25-54
Television 87.5 88.7 92.5 Newspapers 53.2 55
.7 58.3 Radio 78.5 82.9 84.2 Magazines
57.2 51.5 52.0 Internet 70.6 72.1 70.9
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Male Demographics
Percent Reached Yesterday
Men Men Men 18-34 18-49
25-54
Television 87.6 88.7 90.5 Newspapers 52.6 55
.9 59.0 Radio 71.0 76.4 80.7 Magazines
51.3 49.9 47.8 Internet 67.4 66.2
64.6
Source TVB, Nielsen Media Research Custom Survey
2006
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Television Advertising Has the Best Perception
Among Adults
Most Authoritative
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Female Demographics
Advertising Deemed Most Authoritative
Women Women Women 18-34
18-49 25-54
Television 43.8 47.4 55.3 Newspapers 29.4 27
.4 23.2 Radio 10.9 11.7 9.7 Magazines 12.9
10.3 8.1 Internet 3.1 3.2 3.7
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Male Demographics
Advertising Deemed Most Authoritative
Men Men Men 18-34 18-49
25-54
Television 50.8 47.6 47.8 Newspapers 19.1 20
.8 20.4 Radio 12.4 12.7 12.6 Magazines 8.4
11.1 12.9 Internet 9.3 7.8 6.4
Source TVB, Nielsen Media Research Custom Survey
2006
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Television Advertising Has the Best Perception
Among Adults
Most Persuasive
Source TVB, Nielsen Media Research Custom Survey
2006
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Television Advertising Has the Best Perception
Among Adults
Most Exciting
Source TVB, Nielsen Media Research Custom Survey
2006
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Television Advertising Has the Best Perception
Among Adults
Most Influential
Source TVB, Nielsen Media Research Custom Survey
2006
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More Adults Learn About Products and Brands from
Television
Source TVB, Nielsen Media Research Custom Survey
2006
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More Adults Say Broadcast Television is Their
Primary Source of News
Source TVB, Nielsen Media Research Custom Survey
2006
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More Adults Turn to Broadcast Television First
for Local Weather, Traffic or Sports
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Female Demographics
First Source for Local Weather, Traffic Sports
Women Women Women 18-34 18-49
25-54
Broadcast Television 49.0 52.5 60.1 Cable
News Networks 8.3 9.8 7.6 Radio 12.4 12.1 12.2
Newspapers 3.5 4.0 3.6 Internet 24.8
19.6 13.9 Public TV 2.0 2.0 2.7
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Male Demographics
First Source for Local Weather, Traffic Sports
Men Men Men 18-34 18-49
25-54
Broadcast Television 48.6 47.9 51.6 Cable
News Networks 10.3 10.7 10.1 Radio 10.7 12.1 1
2.0 Newspapers 8.5 7.9 6.5 Internet 19.4
18.3 17.1 Public TV 2.4 3.1 2.7
Source TVB, Nielsen Media Research Custom Survey
2006
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More Adults Feel Broadcast Television is Most
Involved in Their Community
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Female Demographics
Most Involved in My Community
Women Women Women 18-34 18-49
25-54
Broadcast Television 55.6 58.7 61.6 Cable
News Networks 7.4 7.6 5.4 Radio 10.9 9.8 8.7
Newspapers 20.3 19.6 21.1 Internet 3.5
2.3 1.0 Public TV 2.3 2.0 2.2
Source TVB, Nielsen Media Research Custom Survey
2006
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This Holds True Among Key Male Demographics
Most Involved in My Community
Men Men Men 18-34 18-49
25-54
Broadcast Television 49.4 48.5 51.4 Cable
News Networks 5.0 4.1 4.3 Radio 10.1 13.1 12.0
Newspapers 26.9 27.7 27.5 Internet 2.9
2.3 1.9 Public TV 5.7 4.2 3.0
Source TVB, Nielsen Media Research Custom Survey
2006
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Media Comparisons 2006