As part of AdWeek the IAB (Internet Advertising Bureau) presented a trending of media habits for the past 8 years and made a minor prediction of internet usage 8 years forward. The presentation was compiled by PHD Canada and presented by Rob Young, Senior VP Planning Services. The IAB also used this presentation to launch a new “tool” to the industry.
The basic thrust of the presentation is that internet usage – both in time spent and reach – is increasing, while other media are trending either flat or down moderately. This is not ground-breaking news. It also showed the total time spent across with media is increasing.
The overall trends were illustrated using a cross-section of syndicated studies – PMB, NADbank, BBM RTS and comScore. The analyses were completed using NADbank (Newspaper Audience Databank), which is the industry standard for measuring daily newspaper readership on a market-by-market basis. I am not questioning the veracity of NADbank for its stated purpose, but it does have limitations for use. Firstly, it is not a national database – it is an agglomeration of individual markets into a single data source, and NADbank itself cautions the use of it as a representative national sample. Secondly, not all markets included in a NADbank release are newly measured each year – some markets are only measured every three years, but the data would be included in all of the study releases, so in effect by trending NADbank release in these analyses, the IAB is trending a portion of data to itself.
The “tool” has been placed on the IAB website which allows for the input of internet/television media imperative levels using PMB data which outputs a radar (or spider). The graph can then be copied and placed into other documents. Currently coding of the media imperatives must be undertaken manually, but will be available in PMB 2009 with simple coding.
-- by Sharon Dixon | Manager: MediaLab