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Marketers’ media mix is changing – and numerous pieces of research attest to increasing ad spending on digital channels at the expense of traditional media. At the same time, traditional media still dominate US ad spend, with TV in particular the single largest medium.

But there are growing questions about the amount of ad dollars spent on some traditional channels – particularly print – in relation to the amount of time consumers spend with them. Are these mismatches simply due to inertia, or could they also be a reflection of the relative effectiveness of these various channels?

A new MarketingCharts Debrief examines this and other questions by uncovering highly practical data concerning consumer perceptions of various ad channels.

By delving into US adults’ attitudes towards advertising and the media channels they believe most influence their purchases, the Debrief provides essential guidance for marketers in a concise, easily accessible format. The report also goes beyond existing research by identifying differences in advertising channels’ stated influence across various demographic groups. That analysis leads to a handy cheat sheet that reveals the demographic groups - by generation, gender, household income and education level - that are most influenced by various advertising channels.

The Debrief features 16 charts and tables compiled primarily from survey research conducted by MarketingCharts, but supplemented with a mix of data privately-sourced from leading providers and publicly available research (some of which has previously been featured on the MarketingCharts website). MarketingCharts is grateful for contributions to this report from Experian Marketing Services and to SurveyMonkey for opening up its Audience panel for a nationally representative survey.

The Debrief also comes with an accompanying Excel workbook containing the full MarketingCharts survey results (by demographic) cited in the study.

Insights for marketers and advertisers are presented from three angles, by:

  • Providing an overview of the US advertising market;
  • Measuring consumers’ attitudes to advertising; and
  • Analyzing the channels with the largest stated influence on consumers across various demographics.

Charts included in the Debrief

  • US advertising media market sizes, 2013 v. 2018
  • Consumption-adjusted advertising spend with major media
  • Attitudes to advertising, by generation
  • Attitudes to online advertising, consumers v. marketers
  • Who’s ignoring which ads?
  • Reach and attention to advertisers, by medium
  • Ad channels with the largest purchase influence on US adults
  • Attention to advertisers, by channel and generation
  • Ad channels with the largest purchase influence, by generation
  • Attention to advertisers, by channel and gender
  • Ad channels with the largest purchase influence, by gender
  • Attention to advertisers, by channel and household income
  • Ad channels with the largest purchase influence, by household income
  • Attention to advertisers, by channel and education level
  • Ad channels with the largest purchase influence, by education level
  • Cheat sheet: Ad channels’ greatest influence, by demographic
[Debrief] Advertising Channels With the Largest Purchase Influence on Consumers

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