Puerto Rico Media Usage Study
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Puerto Rico Media Usage Study August 9, 2006. Methodology and Sample. One on one personal interviews, conducted in respondents’ homes Conducted March 10, 2006 – April 24, 2006 882 interviews with adults 18-54 Performed by Magid Research. Purpose. Compare awareness across media

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Puerto Rico Media Usage Study August 9, 2006

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Puerto Rico Media Usage StudyAugust 9, 2006


Methodology and Sample

  • One on one personal interviews, conducted in respondents’ homes

  • Conducted March 10, 2006 – April 24, 2006

  • 882 interviews with adults 18-54

  • Performed by Magid Research


Purpose

  • Compare awareness across media

  • Compare usage across media

  • Compare perceptions of each medium

  • Compare advertising effectiveness across media


Top of Mind

“Please list as many radio stations as you can…”

The average radio station’s call letterswere recalled by 18%


Top of Mind

“Please list as many newspapers as you can…”

The average newspaper’s namewas recalled by 32%


Top of Mind

“Please list as many TV stations as you can…”

The average recall of the 3 main broadcast stationson the island was 84%!


Media Consumption

Each medium has different “peak” consumption dayparts

Medium

Times most frequently consumed

RadioNewspaperTelevision

6-9am9am-12n6-9am9am-12n6-9pm9pm-midnight


Media Consumption

46% of people who listen to radio in early morning do so frequently

% who say they consumed each medium frequently within daypart

Peakdayparts for consumption

Radio


Media Consumption

Newspaper is most likely to be frequently read 6-9am, but only a quarter of readers say they read frequently

% who say they consumed each medium frequently within daypart

Peakdayparts for consumption

Radio

Newspaper

TV


Media Consumption

Frequency of consuming TV in its peak dayparts is much greater than that of radio or newspaper at their peaks

% who say they consumed each medium frequently within daypart

Peakdayparts for consumption

Radio

Newspaper

TV


Media Consumption

Within its most frequently listened dayparts, radio isconsumed for more than 2 hours by at most a third of its listeners

% who consumed media 2+ hrs within daypart

Radio


Media Consumption

Only 3% of newspaper readers read for 2+ hrs during the dayparts where newspapers are most likely to be read

% who consumed media 2+ hrs within daypart

Radio

Newspaper


Media Consumption

Over half of TV viewers 6-9pm watch for more than 2 hours, and nearly half watch from 9pm to midnight

% who consumed media 2+ hrs within daypart

Radio

Newspaper

TV


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for local news and information where you live?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for local news and information where you live?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for local news and information where you live?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for the coverage of sports?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for the coverage of sports?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for the coverage of sports?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source of weather information and forecasts?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source of weather information and forecasts?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source of weather information and forecasts?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source in times of severe weather?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source in times of severe weather?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source in times of severe weather?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for entertainment?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for entertainment?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for entertainment?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for news and information from around the island?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for news and information from around the island?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for news and information from around the island?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for international news and information?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for international news and information?”

% who strongly agreed with statement (8-10)


Media Imagery

“On a scale of 1-10, how much do you agree that each medium is a primary source for international news and information?”

% who strongly agreed with statement (8-10)


Media Imagery

When selecting the most important medium, TV is the clear choice!

% who said TV was the media most likely to be used for each reason


Advertising Recall

“What was the last product or service you saw advertised on …?”

% correctly identifying advertising


Medium Perceptions

“Which form of advertising does the best job when it comes to influencing you to buy a product or service?”

% who said medium was most influential


Television…

  • Is the most top of mind of all media

  • Is consumed in the greatest quantity

  • Is the primary source of news, weather, entertainment and sports

  • Has the greatest advertising recall

  • Is the most influential on people’s purchasing habits


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