The above video interview is from the Advertising Research Foundation Audience Measurement conference.
New platform choices appear to be adding more hours to the media day of a segment of consumers. While different patterns of consumption can been found across the media types as they are selected based on access, time-of-day and location, ESPN finds its core audience of male sports fans is spending more time with the brand.
ESPN’s VP of Integrated Media Research, Glenn Enoch, notes that 15 years ago viewers could watch his channel’s content only on TV. Now, it’s available on TV, radio, Internet, mobile and print. The result is not cannibalization. Rather, ESPN’s research finds that consumers with improved “best screen” choices are engaged — one way or another — more hours per day.
Publishers need to consider multiple contexts for their media platform initiatives. For example, finding significant percentages of Internet and mobile engagement at work is not surprising. Perhaps less obvious, Enoch observes, is that radio, along with being widely used in cars, is also used by consumers of ESPN content at work when other choices are not available.
This should serve as encouragement for publishers with strong brands to be certain to be on the platforms used by their consumers, tailored to the locations and times-of-day those platforms are most likely to be a preferred choice.