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IMMI IN THE MEDIA

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Moviegoers Watch More TV, Listen to More Radio than Non-Moviegoers

By William Hupp, February 01, 2008

NEW YORK (AdAge.com) -- For teens and young adults looking for entertainment, too much of a good thing is never enough. A new study put out by Integrated Media Measurement Inc. found that American moviegoers aged 13 to 24 consumed at least twice as much TV and radio as non-moviegoers in the same age range.

IMMI collects and analyzes data from a nationwide panel of 3,000 consumers, aged 13-54, on a daily basis. According to Steve Walsh, senior VP-director of sales for IMMI, the company equips each panelist with specially coded cellphones that also digitize every audio source that the panelist is exposed to. A large team of analysts collect and analyze the data, advising IMMI's clients on trends and the best means and methods to reach consumers. This particular grouping of data focused on high school and college-aged youth, perhaps the most sought-after group by digital advertisers.

IMMI divided the subjects into two groups: moviegoers and non-moviegoers. While the theory might hold that people who went to fewer movies had more time to listen to the radio or watch TV, the data found that moviegoers were the ones who consumed the most radio and TV. In addition, those who went to the movies most frequently (at least 24 movies a year) also listened to the most radio.

'Voracious appetite'
"What we found here is that they look for those opportunities to consume media no matter what happens," said Tamara Gaffney, director-client services, IMMI. "They seem to have a voracious appetite that doesn't end -- the extent to which they're consuming media is surprising."

"This age group is eager to be entertained," Mr. Walsh added, "and they access it aggressively across a wide range of platforms."

Indeed, the lessons advertisers can take away from these findings are that there are a wide variety of ways marketers can reach teens and young adults. It's also important to note young people have a short attention span, so if your ads don't catch their eye, someone else's will.

"This is saying that you can't rely on any one hook to bind this demographic. ... They're not sitting around waiting for someone to come around, they're seeking it out at the most convenient time," Mr. Walsh said.

Are Those Commercials Working? Just Listen

By JASON PONTIN
New York Times. Published: September 9, 2007

MARKETING executives used to complain, “Half the money I spend on advertising is wasted; I just don’t know which half.” The Internet made that joke an anachronism, at least in text-based media, offering advertisers a measurable return on their investments.

Read entire article...

More News

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  • February 28, 2008: TV viewers actually tuned in just to see the Oscarcast

    This kind of tune-in from IMMI Panel Members who saw at least one of the movies could indicate the desire for reviewing and checking out the ones they missed.
    By Tom O'Neil - LA Times

    Related article: The Hollywood Reporter

     

    February 11, 2008: Drawn to the Screen, Big and Small

    There are times when a heavy diet of one medium means less of another...But that is not so, according to data from IMMI, a media research firm.
    By ALEX MINDLIN - NY Times

     

    December 12, 2007: Writers Gone, Viewers Stay

    Despite a growing cadre of viewing alternatives like the Web and repeat-heavy schedules on the broadcast networks, people are still watching television, [IMMI] finds.
    Lacey Rose - Forbes

     

    November 26, 2007: Japanese Auto Ads Better at Reaching Consumers Than U.S.

    Despite increased numbers of consumers time-shifting television programming via digital video recorders (DVR), a new (IMMI) study found that previews of TV network shows from TiVo actually increased primetime viewing.
    By Katy Bachman - Mediaweek

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    October 31, 2007: TiVo Showcase Clicks With Subscribers

    Despite increased numbers of consumers time-shifting television programming via digital video recorders (DVR), a new (IMMI) study found that previews of TV network shows from TiVo actually increased primetime viewing.
    By Wayne Friedman - Media Post

    Related articles: TMCnet, marketwire, News Blaze, Home Media Magazine, Jack Myers Media Business Report

     

    September 10, 2007: ‘High School Musical 2′ Shines Light on TV Viewing Habits of Teens, Parents

    According to the (IMMI)study, significant numbers of viewers - children and adults - watched the premiere and subsequent showings in locations other than their homes.
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    Related articles: Marketing Charts

     

    September 6, 2007: Listening for Ads

    Now IMMI is using specially designed software on cell phones to study which ads work best.

    By Erica Naone - Technology Review

     

    August 23, 2007: Ad Synergy: 'The Simpsons Movie' and Burger King

    Using a nationwide panel IMMI is able to determine how many people who saw the ads also saw the movie.

    Advertising Age

    Related articles: MediaPost, Marketing to Moviegoers

     

    August 6, 2007: ‘Knocked Up’ Viewers Influenced by Radio, TV Combo

    When it came to spreading the word about the film Knocked Up, radio advertising was one of the driving forces in getting people to go see the film, according to results released today by Integrated Media Measurement Inc. (IMMI)

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    Related Articles: marketwire

     

    August 2, 2007: Parents Watching More Media Than The Kids

    According to IMMI data, women 45-54 will watch a cumulative 1142 hours of TV, DVD's and movies in the theater in 2007.
    By Jack Loechner - Media Post

     

    April 6, 2006: Ad Measurement is Going High Tech

    Explosion of Media Offerings Complicates Finding Whether Message Is Getting Through
    By Don Clark - Wall Street Journal

     


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