Nielsen have released data for October 2016. This data reveals a clear indication of how consumers are digesting their news of the day. It opens up a media category that is both immediate and dispensable at the same time. News is like snack food it is consumed for an immediate purpose and then dispensed with for the next edition of news.
For astute media planners and media buyers news is a place to be seen. The many online portals offer exposure that is high profile and fast in it's consumption. As for main stream media, news is a staple product and commands higher attention levels. The same is true for the online versions. The October 2016 report from Nielsen is below. When compared to the audience figures of mainstream press as an example, it is now daylight between press and online . Online has taken the commanding position as the place where unique audiences reside. The mobile is a key driver for the online figures.
In a cluttered and over subscribed media market, news continues to provide an environment that is relevant and timely. If your media policy, media strategy, media planning and media buying have a natural fit for a news environment, speak to an independent media specialist to plan your next campaign. Media Futures presents these articles as an update on current trends in the media industry.