Media Buying Study In The History of Television Yields Surprising Results.

The Adult 25-54 demographic is the single most important sector media buyers and planners use when purchasing commercial television, an unprecedented and comprehensive study of top media professionals has found. The results of that study, which examined the largest group of media buyers and executives in history, were released today by CBS and MediaPost, publishers of Media Daily News and Media Magazine. The study, conducted online by InsightExpress, surveyed more than 1,000 top media professionals from companies, advertising agencies and buying firms throughout the industry.

The study found that the 25-54 demographic emerged the leading age segment that advertisers target in their media plans, with 30 percent of the respondents specifying either Adults, Women or Men 25-54 versus just 21 percent specifying Adults, Women or Men 18-49.

The dominance of the 25-54 age segment is explained by responses to other questions in the survey:

58 percent of the respondents agreed with the statement that “The ‘aging’ of the population will have a significant effect on my media purchases”

Almost two thirds of the respondents found the Baby Boom generation to be an extremely valuable target market versus just 47 percent for Generation X, the second place finisher.

The study clearly shows that planners and buyers understand the preeminence of the Baby Boomer market and have been adjusting their targets as the members of this generation have begun moving into their fifties.

In addition, the study found that when purchasing commercial television time, media buyers and planners look beyond age in determining where to place their dollars. Among the other factors considered are:

Income and education

actual product usage measures

other qualitative factors, such as program content and the advertising environment

“This definitive survey of television advertising planning and buying professionals conclusively demonstrates that the current singular focus on Adults 18-49 in the coverage of the television advertising market is resulting in a distorted view of the economics of that market,” said David Poltrack, Executive Vice President, Research and Planning, CBS Television. “Reports on the economics of the television advertising market should recognize the primacy of the Adults 25-54 age segment; should look beyond the audience dimensions of age and sex and should take into account the dynamic nature of that market.”

“It seems to me that we sometimes assume that media planners and buyers are a predictable lot,” said Mediapost publisher Ken Fadner. “But they’re not. This survey shows that they make decisions based on the target audiences their clients need most to maintain branding objectives and move products.”

“We were delighted to help guide CBS’ planning strategy by providing them with insights into the attitudes and opinions of media planners,” said Lee Smith, President and Chief Operating Officer, InsightExpress. “Our years of research experience providing solutions to media and advertisers alike lead us to believe these results will set the stage to transform the media and advertising sectors in the years to come.”

The final sample consisted of 1,017 media professionals from both advertiser companies and advertising agencies involved in the media buying and planning process. vRespondents were asked about the key criteria involved in the planning and buying of television advertising campaigns, how information flows from the planners to the buyers, and how that information is utilized in the selection of networks and programs for inclusion in television advertising schedules.

“We, as an industry, have been prey to this fallacy that all advertisers care about is reaching the 18-49 demographic, and this study completely refutes that theory,” Poltrack said. “More than 1,000 advertisers and media buyers have spoken, and they have done so unequivocally. The impetus is now on the media and those that cover us to correct that misperception and accurately reflect what is really at play when advertisers buy commercial television time.”

For more information at http://www.insightexpress.com