All media platforms have value in reaching consumers with content and advertising, but consumers differ in the way that they use these platforms throughout the day. We have consistently reported the continued strength of TV and radio and the growth of digital media, but here we are showcasing the greater share of radio and PC usage during the day giving way to TV and TV-connected devices at night, and the consistent delivery of mobile media at all hours.
The data and findings in the second-quarter Total Audience Report may suggest ways to adjust programming and advertising strategies to take advantage of these patterns.
