The Coalition for Innovative Media Measurement , the research initiative formed by major TV networks, agencies and advertisers two years ago, has finished its consumer survey phase of its cross-media research initiative USA TouchPoints. The primary focus of the study’s initial results is on a natural consumer segment that interactive media is increasingly interested in attracting: moms.
CIMM was created with two purposes in mind: to promote the use of the set-top box as an advertising medium and to spur media measurement providers to come up with data that would drive cross-platform sales, as interactive and traditional media became more entwined. The feeling is that if advertisers have a better sense of how each media format from the web to mobile to targeted TV — or addressable, or as CIMM and the industry now prefer, “advanced TV” — it would naturally result in an improved relationship among the various parts of the media business.
Cross platform sales was a big part of this year’s TV upfront, the total of which AdAge says is projected to range from $8.8 billion and $9.3 billion. It’s not clear what percentage is being devoted to cross-platform, but the role of digital in all forms of media ad sales is becoming more central.
“With the proliferation of cross platform media consumption, media planners have the daunting and increasingly difficult task of trying to decide which ads to run on which platform,” says CIMM managing director Jane Clarke. “The data garnered in the USA TouchPoints study has the potential to be a real game changer for the industry. It provides a window into where a particular segment of consumers, like Moms, for example, is every minute of every day and, more importantly, offers deeper behavioral insights such as their mood, who they are with and what they are doing. This information will essentially enable advertisers, agencies and the media to deliver messages when and where consumers are most receptive – helping them increase the effectiveness of their ad placements and ultimately improve ROI.”
Since moms are still considered to have a larger say in what families spend their money on, marketers have always focused on reaching that area. So it’s natural that CIMM would carve out a special place for moms in its first consumer study and how media buyers and sellers might best approach them in this connected, cross-platform age:
— Moms 18-32 years old are far less likely (24%) to be reached with television at meal prep time; they prefer mobile and print during this time of the day. These moms are spending 43 percent more of their day connecting to others than do those aged 47-64.
— Younger and “baby boomer” moms may spend their day much the same in terms of the tasks they do — preparing meals, grocery shopping, cleaning — their media usage is different. While preparing meals, GenXers are multi-tasking with the web, email, mobile and television as part of the landscape. Boomers have more traditional media habits while they’re preparing meals. About 45 percent more Boomers than Millennial Moms watch TV as they prepare meals.
— Very few moms – of any age – consider themselves “happy” during meal prep occasions (can you blame them?). It appears to be one of the least happy times of the day – under 15 percent of moms consider themselves happy at 6:00 pm. So that’s probably not the best time to advertise to them, okay?