Consumers Drink in Less Mass Media

Consumers Drink in Less Mass Media

By Michelle Krebs August 20, 2007

Automotive marketers take note of an interesting graphic in today’s New York Times that illustrates less consumer appetite for mass media:

* In 2005, the total hours of media consumed by each American adult: 3,548

* In 2006, the total hours of media consumed by each American adult: 3,530

American adults are watching less broadcast television, listening to less recorded music, and spending less time reading newspapers.

James P. Rutherfurd, of Veronis Suhler Stevenson, the private equity firm specializing in media that conducts the annual media consumption study, suggested to the paper that people’s media habits have grown more efficient.

“Instead of sitting there and watching the whole Tonight Show, they’ll just go and see whatever the best clip is on YouTube.”

The study notes that the 0.5 percent drop from 2005 to 2006 is not statistically significant but shows the trend of a flattening in media consumption.

Michelle Krebs:  is Editor-in-Chief of AutoObserver.com. Follow @AutoObserver on Twitter.