Tuesday, March 6, 2018

Ad-supported Media

Even as consumer time spent with media continues
to expand -- inching up 0.3% last year -- the
percentage of time consumers spend with ad-supported
media continues to decline, according to the 2018
edition of an annual report tracking and forecasting
consumer media usage.

The study, which was previewed by Research Intelligencer,
comes as a major industry futurist -- Publicis’ Rishad
Tobaccowala -- predicts that ad-supported media exposure
is about to experience a cliff effect, declining as much
as 30% over the next five years as consumers shift their
attention to non-ad-supported media.

The good news is that the total amount of time
Americans spent consuming media rose to 70.7
hours per week last year. The bad news for Madison
Avenue is that the share of time spent with ad-supported
media fell to 44.4%, its lowest point ever.

The report, published by PQ Media, projects that ad-
supported media’s share of consumer time will fall to
42.5% by 2021, as consumers shift more of their time
and attention to media that has little or no advertising in
it -- mainly subscription services for consuming video,

audio and other forms of media.

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