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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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


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Purpose

  • Compare awareness across media

  • Compare usage across media

  • Compare perceptions of each medium

  • Compare advertising effectiveness across media


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Top of Mind

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

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


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Top of Mind

“Please list as many newspapers as you can…”

The average newspaper’s namewas recalled by 32%


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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%!


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Media Consumption

Each medium has different “peak” consumption dayparts

Medium

Times most frequently consumed

RadioNewspaperTelevision

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


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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


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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


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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


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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


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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


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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


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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)


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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


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Advertising Recall

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

% correctly identifying advertising


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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


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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