Video Consumer Mapping Study
Key findings presentation

Video Consumer Mapping Study: Spanning the Media Silos
Presented for the Canadian Advertising Research Foundation (CARF) on August 19, 2009 by Mike Bloxham and Michael Holmes of Ball State University
CARF presentation

What it is:
An observational study by the Council for Research Excellence of media habits reveals television's key influence in viewers' lives. 

Data was gathered by observing participants going about their day and recording their actual media habits thereby avoiding self-reporting error.

Key findings:

• The consumer media ecosystem has grown to a point where self-report surveys have become unreliable
• Live TV dominates in terms of daily reach (94%) and time devoted to (5" hrs) for all adults
• 99% of three-screen time remains devoted to TV
• Even among 18-24s TV represented more than 98% of video exposure
• The majority of TV viewing is done in "sole medium" mode without competition from other media
• TV remains when other media are added
• TV users are exposed to one hour of ads and promos per day
• Caution needs to be used when interpreting self-reported data for media use. TV was substantially under-reported while online video and mobile video usage were over-reported
• After live TV, DVDs and DVRs are the #2 and #3 sources of video
• Computing time is now the #2 media category
• Rising adoption of HDTVs is fueling the increase in time spent watching TV

CARF presentation

Take a look at "TV and the Internet" for a look at how the digital age is allowing people to watch more and get more out of their TV viewing experience.