A Guide to Modern Media Consumption , NPR Quits Twitter, NoChella - The Creativ Briefing
Illustration by Cole de Brito
Weekly Expertise for Smarter Marketing
Most marketers’ media budgets are allocated incorrectly.
A Massive disconnect exists between media spends and media consumption. In my latest op-ed for the DRUM magazine, A Marketer’s Guide to Modern Media Consumption by Age Group, we demonstrate how to right-size your media spend.
From Gen Z to Millennials to Gen X to Boomers, each generation has adopted particular media consumption habits driven by technological change.
Our goal at Creativ Strategies remains the same: encourage marketers to think critically about how they promote their products and services. Email me at wes (at) creativstrategies.com with future commentary, topics, or questions you want to see discussed.
3 Stories Dominating Media and Tech Headlines
NPR quits Elon Musk’s Twitter over ‘government-funded’ label. The decision was announced by NPR after the social media company labeled NPR a “state-affiliated media”. Why it Matters: Twitter and its new owner has an adversarial feud with the media. Major changes under Elon Musk continue to alienate some users and test the friction between Twitter and journalists.
Scoop: Ron Conway to convene tech execs on AI policy to host a roundtable with execs from OpenAI, Google, Microsoft, Apple and more to discuss the burgeoning technology and the development of policy surrounding it. Why it Matters: The people creating AI systems do not fully understand their creations’ implications. Tech leaders are trying to get ahead of any negative fallout from the proliferation of AI.
Apple readies its first retail store in India. India, the world’s second largest smartphone market, is getting its first Apple store. The store, called Apple BKC, will open in a major shopping mall in Mumbai. Why it matters: Emerging markets like India present a wave of opportunities for technology and media companies looking to expand their global and digital footprint. 1 billion+ untapped consumers to be exact.
Stat of the Week (Double Header!)
Millennials, the generation that grew up alongside the internet, spend over 9 hours a day consuming media. As the generation that bridged the gap between digital and analog, Millennials remain the most dispersed across various media types, requiring careful planning to reach them.
Compare that to the graph below on Boomers, who are deeply entrenched in traditional TV. The original couch potatoes, Boomers consume almost half of their media from cable and broadcast.
The shifts in consumption percentages should inform how you allocate media spend. Boomers necessitate a TV buy. Gen Z or millennials require social buys on TikTok and IG.
Want to go deeper into generation media consumption habits? Read my DRUM guide to modern media consumption from this week.
One Fun Thing - NoChella
This picture is actually from 2020 during the pandemic, but you get the point.