In this first egtabite of the year, we go to Switzerland, where Goldbach Media and the Electronic Media Interest Group (IGEM) recently conducted a study in cooperation with WEMF AG für Werbemedienforschung in which they compared the media usage of marketing and media professionals (‘ad people’) with that of the general population. The purpose was to present ad people with real figures showing whether their assumptions concerning general media usage differ from actual usage by the general population and how ad people use media differently.
Similarly to those markets where such studies were also carried out, the comparison revealed that ad people’s estimates are off by an average of 10 percentage points, as they use newer media, such as streaming services, social media and messenger services, to a much greater extent than the general population.
Ad people incorrectly estimate media usage
Over 650 individuals took part in the online survey, carried out in the autumn of 2021. The respondents were asked questions about their media usage habits as well as their assumptions about media usage in general. The questions about electronic media were taken from the IGEM Digimonitor questionnaire to provide a viable basis for comparing the responses with the survey of the general population on media usage. For print media usage, the MA Strategy was chosen as the comparison study.
Whilst the greatest difference between estimation and effective usage was found in the print segment, the extent of the underestimate by ad people was 18 percentage points for TV, or 1.1 million users out of the 8.7 million population in Switzerland. 94% of both groups use TV at least occasionally. However, the frequency of use among the general population (65%) is much greater than among ad people (42%). Ad people, on the other hand, use more time-shifted TV (85% use it at least occasionally) than the general population (72%).
Precisely the opposite was true for newer forms of media, in particular social media platforms. The professionals overestimated effective usage of TikTok by 19 percentage points, Instagram by 15 and LinkedIn by 9. The survey shows that ad people use media platforms intensively and are much more likely to use the platforms than the general public, especially Facebook, Instagram and LinkedIn.
In short, the survey revealed that media usage among ad people, in some cases, differs considerably from that of the general population. Ad people use more media on average and while both groups exhibit quite heavy usage of traditional media (print, TV and radio), ad people use newer media (streaming services, social media, messenger service, etc.) to a much greater extend. The key insight from the study is that ad people incorrectly estimate media usage among the key population by an average of 10 percentage points, underestimating traditional media and overestimating newer media. The results, Goldbach says, once again highlight why it is worthwhile researching media usage and using the data as a basis for marketing decisions and media planning.
OTHER CASE STUDIES
FTP OFFERS SUBTITLING ON COMMERCIALS DURING THE OLYMPIC AND PARALYMPIC GAMES
18. 7. 2024FTP: Reinforcing its commitment to social inclusion According to the World Health Organization (WHO), almost 200 million people in the wider European region experience some degree of hearing loss. This is a significant health issue around the globe, and France is no exception, with serious hearing loss affecting nearly 10% of the French population. As… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
CHANNEL 4 INTRODUCES SUBTITLED ADS AND ACCESSIBLE SPONSORSHIP FOR PARIS 2024 PARALYMPICS
18. 7. 2024The most accessible games yet Channel 4 announced that all advertising on its network during the Paris 2024 Paralympic Games will carry subtitles. This enhances Channel 4’s commitment to making its coverage of the Games the most accessible yet. The commitment builds on the previously announced goal to include subtitles on the broadcast of all… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
DPG MEDIA AND GAIA’S UNITED EFFORT TO FIGHT PUPPY MILLS
20. 6. 2024Puppy mills, where dogs are bred for profit with little regard for their welfare, remain a troubling issue. To combat this, GAIA, a Belgian non-profit organisation dedicated to animal rights, partnered with Integreate by DPG Media to launch an impactful media campaign. This campaign not only raised significant awareness but also earned prestigious awards, including… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
DRIVING CREATIVITY: VOLKSWAGEN AND CANAL+ BRAND SOLUTIONS’ TIGUAN CAMPAIGN
20. 6. 2024Tiger + Iguana = Tiguan Showcasing creativity and innovation, CANAL+ BRAND SOLUTIONS and Volkswagen launched an outstanding campaign for the new Tiguan, featuring eye-catching 3D animation. The campaign was executed with the help of Re-mind PHD, its creative department Fuse, the DDB agency, and CANAL+ BRAND SOLUTIONS’ creative entity, CANAL BRAND Factory. The primary aim… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
GLOBAL ACCESSIBILITY AWARENESS DAY: HIGHLIGHTING THE VALUE OF SIGN LANGUAGE AND SUBTITLES ON TV
23. 5. 2024Globally, over one billion people live with disabilities. According to the latest data from the National Centre for Public Health and Analysis, the number of people diagnosed with “deafness” in Bulgaria in 2022 is close to 3000. Although a sign language law was adopted only three years ago to official recognise BGSL (Bulgarian Sign Language)… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
NEW ATTENTION RESEARCH FROM FRENCH TV TRADE BODY SNPTV
18. 4. 2024SNPTV, the trade body representing TV sales houses in France, embarked on a journey to unravel the mysteries of audience attention within the ever-evolving landscape of TV and video advertising. In an era marked by unprecedented fragmentation in media consumption, understanding the attention of consumers has emerged as a key metric for advertisers. With an… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
DEGREE US: ‘NOT DONE YET’ CAMPAIGN WITH AD AND OPEN CAPTIONS
29. 3. 2024Background More than 60 million people in the US live with a disability, yet products and experiences are still not designed with this community in mind. Degree Inclusive packaging and inclusive advertising ensure that people with disabilities have an equal playing field. Creative Degree® is committed to inspiring the confidence in everyone to move beyond… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
BRIDGING BRAND, CONTENT, AND AUDIENCE VALUES – RAI PUBBLICITÀ’S INNOVATIVE VALUE PLANNING TOOL
22. 3. 2024Rai Pubblicità’s ‘Value Planning’ initiative, showcased at egta’s MIM (Market Intelligence Meeting) in Madrid, aims to bridge the gap between the values reflected in media content and the evolving values of our society. This unique approach represents a significant step forward in understanding how audience values intersect with Rai’s editorial content. Developed in collaboration with… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
THE EFFECTIVENESS OF BROADCAST SPONSORSHIP: CHANNEL 4 SALES’ SPONSORSHIP ROCKS
21. 3. 2024In a landscape where brand safety and transparency are paramount concerns within the media industry, Channel 4 Sales has recently unveiled the results of its exclusive Sponsorship Rocks study. This comprehensive analysis provides compelling insights for brands navigating the complex world of advertising. Over almost 240 sponsorships and 666 waves of research involving more than… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
CANAL+ BRAND SOLUTIONS’ INNOVATIVE AI ADVERTISING CAMPAIGN FOR AUDI CREATES A WINTER WONDERLAND ON SCREENS
15. 2. 2024In a groundbreaking move that seamlessly combines technology, creativity, and automotive innovation, the creative entity of Canal+ Brand Solutions recently unveiled a captivating advertising campaign for the new Audi SQ8 Sportback e-tron and its e-quattro technology. The French-based team, in collaboration with Re-Mind PHD, Brand Content Fuse, and Canal Brand Factory, introduced an innovative television… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
THE MASKED SINGER: DPG MEDIA AND JBC’S CREATIVE COLLABORATION
15. 2. 2024While business partnerships and collaborations are key, joining forces in showcasing creativity can prove to be quite challenging, yet equally rewarding. Such was the case with the constructive partnership between DPG Media and Belgian fashion retailer JBC. The companies pulled off a successful collaborative campaign combining the fame of The Masked Singer competition with the… Continue reading EGTABITE 367: GOLDBACH’S SURVEY REVEALS HOW AD PEOPLE INCORRECTLY ESTIMATE MEDIA USAGE
