Bridge Ratings Media Buyer Study : Traditional vs. New Media

 

For Immediate Release:

Monday, June 13, 2005

Traditional Media Has Strong Showing

This month Bridge Ratings & Research unveils initial results of a three month study of 400 media buyers located in 7 major markets buying media across the U.S. We wanted to get a perceptions of the value of various advertising media from those who live with media buying decisions every day.

The short questionniare was phrased:

"Based on your recent media buying experience and satisfaction, how likely are you to place media dollars on the following advertising media:

  • Traditional Radio (AM/FM)
  • Traditional Television
  • Cable Television
  • Satellite Radio (XM and/or Sirius)
  • Internet (Web-based)
  • Internet (Streaming)
  • Print (Newspapers)
  • Print (Magazines)

The following ranks all included media by total positive score:

  1. Print - Magazines 73%
  2. Traditional Radio 71%
  3. Traditional TV 69%
  4. Print - Newspapers 67%
  5. Cable TV 62%
  6. Internet - Web 46%
  7. Satellite Radio (XM and/or Sirius) 12%
  8. Internet - Streaming 10%

We were impressed with traditional radio and television's strong showing in this study. While Internet web-based perceptions had high positive scores, Internet streaming as a destination for media dollars scored low. Newspaper surprisingly maintains good positive perception scores among these buyers as did Magazines.

Satellite Radio, however, did not show as strongly as we might have expected. In fact, Satellite Radio and Internet Radio both generate common negatives as far as destinations for potential advertising dollars due to the lack of "critical mass" of listeners per "channel".

Internet Radio scored higher with buyers in its ability to track listening, while Satellite Radio (XM and/or Sirius) scores low in this area.

The following chart is an overview of the responses to the questionnaire.

 

Q: "Based on your recent media buying experience and satisfaction, how likely are you to place media dollars on the following advertising media:"
Media Buying Tendencies
 

%

Very (1)

%

Likely (2)

%

1+2

%

Somewhat Likely (3)

%

Not Very Likely (4)

%

Never (5)

%

4+5

Radio
40
31
71
20
4
2
6
TV
34
35
69
2
19
10
29
Cable TV
35
27
62
14
12
12
24
Satellite Radio
1
11
12
21
28
39
67
Internet (Web)
14
32
46
18
25
11
36
Internet (Stream)
2
8
10
14
46
30
76
Print (Newspaper)
30
37
67
13
18
2
20
Print (Magazines)
46
27
73
22
3
2
5

There are a number of ways to look at this chart. Pick a column and rank the various media. For example: While web-based Internet advertising ranks 6th in overall positive (42%), it ranks 2nd in "likely" responses.

It is also interesting to note that of radio's 71% positive responses, 56% of those responding are very likely to use the medium while 49% of TV's positive responses are very likely to use that medium.

For additional information, contact Dave Van Dyke at 818.291.6420.

 

Markets measured: Los Angeles, San Francisco, Chicago, New York, Boston, Dallas-Ft. Worth, Atlanta

Sample size: 400

Sample error: +/- 5%


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