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What Adland Says, Adland Does

Chefs may never cook at home but have you ever wondered about the media consumption habits of the advertising and media folk in adland?

New research from TAM Ireland lifts the lid on the people who make up the wider advertising universe including the good folk who work in advertising, media and marketing and makes for interesting reading. TAM Ireland then compared the findings to the same information it has through Nielsen on the viewing public. And of course these “adlanders” are unique in so many different ways according to the research.

For a start off, just over 1 in 4 (28%) TV Viewers have a tablet in their home while 3 in 4 (78%) of adlanders do. In addition 72% of TV viewers have a laptop in their home compared to 98% of adlanders.

Use Internet at home once   a week or more for: Adland TV Viewers
Watching TV programmes 57% 24%
Downloading music, films etc 37% 20%
Purchasing goods & services 42% 9%
Using a Facebook Account 78% 59%
Using a Twitter Account 56% 14%
Use any other social media 58% 14%
Use any social media while watching TV 68% 29%

What they use the internet for also differs greatly according to the study. For example, 57% of those adlanders that use the internet do so for watching TV compared to 24% of normal TV viewers. 68% of them also use social media sites while watching TV compared to just 29% of normal TV viewers. Surprisingly Facebook, and not Twitter, would also appear to be the main social media platform adlanders engage with and this compares with 59% of TV viewers.

When it comes to social media only, again adlanders are 4 times more likely to use a Twitter Account daily than TV viewers and almost 3 times more likely to dual screen. While it could be argued that adlanders are a young cohort of people, the study also looks at this same behaviour among 15-34 year old and 25 – 44 year old TV viewers and found that there are still big differences in behaviour particularly in relation to Twitter and dual screening.

TV Reception and Time-shift viewing

When it comes to TV, 42% of adlanders subscribe to Sky and 49% subscribe to UPC compared to Dublin TV viewers, 32% of whom subscribe to Sky and 61% to UPC.

Time-shifted viewing is also a popular choice for adlanders, possibly because of the long hours they work or they feel compelled to record something that is relevant to their work. Indeed 66% of them claim to spend in excess of 30 minutes a day watching time-shifted programmes. If we average out their claimed time-shift viewing it amounts to 49 minutes a day. This compares with the 18 minutes that Adults 15+ watch according to TAM Ireland/Nielsen data.

According to Jill McGrath of TAM Ireland, “the study shows a fascinating insight into the lives of the people who work in advertising and demonstrates a big divide in their technology, social media and TV viewing habits – they are a truly unique a group.”

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