Cross-Platform Metrics:
Many things change, the math doesn’t.
Cross-Platform Metrics
HOW MANY.
REACH.
HOW OFTEN.
FREQUENCY.
HOW LONG.
TIME.
Cross-Media Usage is Not Zero-Sum
•
•
•
The average person spends 77:28 with media per week
Additional media choices add incremental time to the base choice
Watching more platforms does not mean less time with TV, or Internet
Avg Weekly Media Usage (hh:mm)
Other
TV
73:44
28:41
42:55
47:26
41:33
37:58
39:47
40:48
No TV TV Only TV+1
TV+2
TV+3
TV+4
28:22
40:26
Source: Multimedia Mentor (Knowledge Networks) Spring 2011
Cross-Media Usage is Not Zero-Sum
•
•
•
The average adult spent 2:47 with ESPN TV/Digital media in the average week
in January 2015
Additional media choices add incremental time to the base choice
Using more platforms does not mean less time with TV, or Internet
Avg Weekly ESPN Media Usage (h:mm)
Other
3:47
TV
1:39
0:30
2:41
3:30
4:00
4:08
TV Only
TV+1
TV+2
TV+3
0:30
No TV
Source: Project Blueprint, Jan ’15
TV/PC/Smartphone/Tablet (No Audio)
MEASUREMENT GOALS
PLAN
POST
BEHAVIOR
IMPACT
USERS & USAGE
EXPOSURE
INSIGHTS
TARGET AUDIENCE
MIX & WEIGHT
REACH / FREQUENCY
REACH OR FREQUENCY?
REACH
1,000,000 IMPRESSIONS – WHICH ONE IS IT?
FREQUENCY
1,000,000 IMPRESSIONS?
Mobile
TV
Audio
Internet
Print
USERS AND USAGE
REACH
60
AVERAGE AUDIENCE
70,000
30 Mins
60,000
50
50,000
40
90 Mins
30
20
62,500
30,000
50
30
10
40,000
20,000
34,722
10,000
0
-
SITE A
SITE B
SITE A
SITE B
HOW MANY
HOW OFTEN
HOW LONG
THANK YOU!