Time Spent with Media: Big Picture

It’s good to know the big picture. Television is still the advertising king. A 2008 Nielsen study
shows that time spent with television is larger than the combined time spent with radio and the Internet. Keep in mind that these estimates include multi-tasking minutes - for example, someone can be watching television and surfing the Internet at the same time. Even though TV is still king, a campaign with a mix of media will always be more effective and cost efficient.

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These numbers are the average for all adults. There are significant differences across age groups and other demographics. Older people are much heavier consumers of television and print; younger voters are heavier users of the Internet and radio.