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Puerto Rico Media Usage Study August 9, 2006

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

Jeffrey
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Puerto Rico Media Usage Study August 9, 2006

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  1. Puerto Rico Media Usage StudyAugust 9, 2006

  2. 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

  3. Purpose • Compare awareness across media • Compare usage across media • Compare perceptions of each medium • Compare advertising effectiveness across media

  4. Top of Mind “Please list as many radio stations as you can…” The average radio station’s call letterswere recalled by 18%

  5. Top of Mind “Please list as many newspapers as you can…” The average newspaper’s namewas recalled by 32%

  6. 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%!

  7. Media Consumption Each medium has different “peak” consumption dayparts Medium Times most frequently consumed RadioNewspaperTelevision 6-9am9am-12n6-9am9am-12n6-9pm9pm-midnight

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

  13. 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

  14. 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)

  15. 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)

  16. 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)

  17. 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)

  18. 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)

  19. 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)

  20. 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)

  21. 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)

  22. 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)

  23. 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)

  24. 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)

  25. 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)

  26. 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)

  27. 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)

  28. 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)

  29. 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)

  30. 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)

  31. 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)

  32. 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)

  33. 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)

  34. 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)

  35. 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

  36. Advertising Recall “What was the last product or service you saw advertised on …?” % correctly identifying advertising

  37. 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

  38. 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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