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A recent study from NewMediaMetrics looked at the media consumption of buyers of over 165 consumer brands, to discover which platform - across TV networks, websites, print titles, sponsorships and others - best reaches them and convinces them to make a purchase.
The study looked at 3,019 people aged 13-54 and the effect that 36 TV networks, 100 websites, 100 print titles, 20 sports and entertainment sponsorships and new media properties had on their purchase behavior, according to Mediaweek.
The study identifies the “buyer richness” of the media properties and prioritizes those properties saturated with high percentages of actual predicted buyers. It established that consumers with high emotional attachments to a brand will buy that brand at levels 50 percent higher than the average person, and pinpoints the platform that most likely affects their purchasing decision.
Such a single-source database that measures media usage by brand across platforms is desirable and rare, Brad Adgate, senior vp and director of research at Horizon Media, told Mediaweek. Stacey Lynn Schulman, senior vp of ad sales research at Turner Entertainment Networks, said such a perspective into the buying habits of consumers as it relates to media and brands is useful, despite the fact that the sample is small. “This study identifies brands, core consumers and tells where they are most engaged. And that can help in media planning.”
The study was executed by Harris Interactive.
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