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BizReport : Research : February 04, 2008
IMMI: Movie-goers consume more media
Look no farther than the local movie theater to find consumers who read, listen and watch for news. According to a recent Integrated Media Measurement, Inc. (IMMI) report, movie-goers consume more media (television and radio) than non-movie-goers.
The report focused on young adults and found that those between the ages of 13-24 are either movie watchers or they are not. Those who don't watch movies don't consume as much television or radio media as those who regularly watch movies. Movie-goers, according to the report, consume 329 minutes of media each week; non-movie-goers consume 143 minutes of media.
"Theatrical releases take the most effort and money to consume,” said Amanda Welsh, head of research for Integrated Media Measurement Inc. “It would be logical to assume that the non-moviegoer group – the 13-24 year olds who don’t want to put in the effort to go to the movies – would consume the greatest amount of easy media such as television and radio, but that was clearly not the case at all. This age group is the most desirable demographic among advertisers, and, as a result, television networks, movie studios and radio stations."
Less than 19% of consumers 13-24 were labeled as non-movie-goers in the report.
Tags: online advertising, radio, television
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