Media consumption data

Have you ever wondered what your media consumption says about you?

Public Relations profesionals have lots of tools to provide insight these days. For example, with TGI Data and all the other metrics on media consumption, you can pretty much pinpoint a persons beliefs and behaviours.

Or can you?

When I next get a chance I’m going to undertake the following exercise to check the data’s accuracy. The test shall be: according to my media consumption, who am I?

A typical working week involves the following media consumption:

BBC 6 Music
BBC Breakfast
The Today programme (Radio 4)
Guardian iPhone app
Twitter
TV 5 Monde
BBC News
Rednews.co.uk
Mashable
TechCrunch
BoingBoing
Kottke.org
Popurls.com
Newswipe
The Daily Show
Newsnight
Sky Sports News

There are other titles and media outlets that I consume professionally, (hundreds of them) but these are the ones that I would say, influence me personally.

God knows what the data will say about my media consumption, but I can guarantee that it will probably be broadly right in some respects, and horrifically wrong in others.

I suppose what I am trying to say here is that despite there being huge amounts of data on media consumption, relying just on research alone can result in strategist creating rather disasterous PR and advertising campaigns.

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One Response

  1. Hi James, Interesting post and I agree how important it is to ensure that the media which we target actually deliver the key audiences.

    Back in 2000 Metrica launched UKPulse – this is a easy to use PR planning tool which allows our clients to create a detailed target audience and then identify their media consumption habits based on market research. It also powers Metrica’s ability in our PR measurement services to provide our clients with the actual number of people in their target audiences reached by their key messages and the frequency which they have been exposed. This is a similar method to that which ad agencies use to measure their success.

    UKPulse is designed specifically for the PR industry and covers all media types – print, broadcast, online and social. PR agencies love it as it helps to ensure that they are delivering precision targeting for their clients, It’s also a powerful tool in their pitch process! In house PRs use it for its planning and targeting strengths.

    Please feel free to contact me or our head of business development Jason Weekes and we will be happy to demo it to you and set you up with a free trial for a review.

    Best wishes

    Richard

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