Home' Trinidad and Tobago Guardian : March 2nd 2017 Contents BG10 | VERBATIM
BUSINESS GUARDIAN guardian.co.tt MARCH 2 • 2017
TV rules the waves
but for how long?
Advertising and marketing
agency, cmb, has commissioned
a survey on media consumption
GUARDIAN MEDIA LTD, the
media group with the most com-
prehensive mix of advertising
solutions in the country, has
partnered with cmb for a series
of reports on the survey's find-
ings to help businesses in T&T
identify the best way to market
their products and services.
Arecent survey on media con-
sumption trends in T&T,
commissioned by advertising
and marketing firm, cmb, has
placed television and radio at
the top of overall preference;
however, among the younger generation and
more affluent socioeconomic strata, digi-
tal alternatives like social media juggernaut
Facebook are beginning to gain considerable
The agency designed a research framework
and partnered with data analytics firms Lucent
Research Ltd and Sacoda Serv Ltd to gather
pertinent insight and, more importantly, hard
data to evaluate industry assumptions about
current trends and preferences.
Over the next seven weeks, in partnership
with Guardian Media Ltd, cmb will examine
why television and radio are still so appealing to
local audiences and therefore to marketers; why
it is imperative that local businesses tap into
social media and other online platforms to in-
teract with their customers in a common space;
and how socio-economic status and gender
also play a role in determining media decisions.
The research also gives unique insight about
usage and attitudes towards credit cards and
mobile data plans; all important elements of
the customer evolution.
Improved understanding of media consump-
tion patterns will dictate the future of the in-
dustry, as advertising and media placements
will be formulated using these insights.
The survey differentiates between "most
noticed media" and "most preferred media,"
highlighting a subtle yet significant pattern
in media consumption.
Most noticed media refers to those plat-
forms most readily and easily perceived; a
more passive but highly influential form of
consumption. Most preferred denotes to a more
active process; media consciously chosen by
The agency structured the survey with a fo-
cus on extracting the most salient information
about the local consumer market's interaction
with different media, advising its research
partners, who conducted more than 900 in-
terviews over a four-month, period from July
to November 2016. Respondents represented
a sample of people best indicative of the pop-
ulation according to the latest census data as
determined by age, income level, education
level and gender.
An overwhelming 58.4 per cent of partic-
ipants named television their "most noticed
media," followed by 44.3 per cent for radio.
Social media juggernaut Facebook in third at
41.4 per cent and newspapers appear in fourth
place, with 31.9 per cent.
Other social media platforms showing
significant reach included YouTube (18.5 per
cent); Instagram (15.7 per cent); and Twitter
(5.2 per cent). Online media captured 24.2 per
cent of the audience, while "out of home" ad-
vertising---billboards, bus stops and bus wraps,
for example--- regularly caught the attention of
21.4 per cent of respondents. Magazines failed
to have a significant impact.
The most preferred trends followed the same
pattern, with most respondents highlighting
television (62.6 per cent), followed by radio
(47.9 per cent), Facebook (40.8 per cent), and
newspapers (34.1 per cent).
(See graph above.)
Interestingly, among the 18-35 age group---
the Millennial generation---the largest age de-
mographic sampled, Facebook was the most
noticed medium at 57.3 per cent, with televi-
sion at 47.3 per cent, while radio came in third
with 39 per cent; as observed in other markets,
newspapers have a lower penetration with this
group, attracting 15.5 per cent of the responses.
Socioeconomic and education levels also
seem to have an influence on media con-
Those respondents in the A/B social grade
(people who have completed secondary school
and tertiary education) named Facebook (53.4
per cent) as their most noticed media, just edg-
ing out television (52.4 per cent), radio (45.8
per cent), and newspapers (31.4 per cent). Tel-
evision was the A/B group's most preferred
medium (55.4 per cent), with Facebook coming
in second (50.4 per cent), followed by radio
(42.3 per cent), and newspapers (30.1 per cent).
Among those in the C1/C2/D grade (in-
cluding individuals with partially completed
secondary education or vocational training),
television had a significant lead, with 59.5
per cent naming this medium among its most
noticed, followed by radio at 41.9 per cent,
Facebook at 38.6 per cent and newspapers at
31.9 per cent.
Television's overall success, then, appears
to be its universal appeal to all demographics,
but it is driven significantly by lower income/
less educated individuals. Radio, which had a
strong showing in most demographics, may
owe its prominence to rush hour traffic and
portability, as most respondents said they
listen to radio in the car during morning and
evening drive time (peak) periods.
The survey's findings confirm long held as-
sumptions in the local advertising and market-
ing industry that digital media--- particularly
Facebook---has become a fundamental conduit
between brands and their customers, even as
it underscores the value of traditional media
in a market like T&T.
New survey gives TV and radio the edge over
online but trends suggest a future upheaval...
The most preferred trends: television (62.6 per cent), followed by radio (47.9 per cent),
Facebook (40.8 per cent), and newspapers (34.1 per cent).
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