BUT IT’S SOCIAL MEDIA THAT REIGNS SUPREME
Noting that reaching target audiences is a critical concern for advertisers in today’s increasingly cluttered media environment, Horowitz Research has released its latest study, State of Advertising and Social Media. It reveals that half of consumers still feel that TV ads during the “regular” (scheduled) airing of a show are the most effective way to reach them with information about new products, followed by sending emails (46 percent) and ads on websites visited (44 percent). There are, however, notable differences by age. Among 18- to 34-year-olds, social media unseats TV advertising as the most effective medium. Nearly two-thirds (63 percent) of 18- to 34-year-olds say maintaining an active social media presence is an effective way to communicate with them about new products. That’s higher than among 35- to 49-year-olds (47 percent) and those 50 and older (25 percent).