Digital Marketing Researches & Reports

It’s About Time: Measuring Media Impact, 2019 | Ipsos

Consumer Behavior | UK

Audience reach and frequency are at the heart of media trading and evaluation. Advertisers need to know who is exposed to their campaign messages across media touchpoints to make informed decisions about where to invest. Data shows that the amount of time spent online and using mobile devices is rising, so advertisers surely need to follow their customers. But it is not that simple.

In this paper, Ipsos look further at how time can be used to measure media impact in both USA and UK. It explores how time can be incorporated into audience measurement practices for advertising.

A Glance at Time Spent in Media Vs. Advertising Spending

  • American spends an average of 12 hours and 8 minutes using media daily, while the average UK adult spends 9 hours and 23 minutes.
  • For digital media, a viewable impression requires 50% of the pixels to be in view for at least a second. So, around 60% of digital ads can be considered physically viewable.
  • Eye-tracking technology shows that only 18% of viewable ads are looked at, and only 5% for more than a second.
  • Concerning the percentage of time spent on media versus the percentage of advertising spending, advertisers will follow the people. For example, if people are spending 5% of their time with a medium and advertisers spend 10% of their budgets in that medium, Ad spend shares are likely to decline – and vice versa.
Time Spent in Media Vs. Advertising Spending in 2019

A Graph Shows the Percentage of Time Spent on Media Vs. Advertising Spending in the US in 2019

The Content of “Measuring Media Impact, 2019” Report:

  • Introduction
  • Time is of the Essence
  • The Trouble with Time
  • Mitigating Mary
  • Mary Meeker Re-Visited
  • Conclusions

Number of Pages:

  • 12 Pages


  • Free


Market Research

Founded in France in 1975, Ipsos has grown into a global research Group with a strong presence in all key markets in 89 countries. Ipsos is one of the world’s leading independent market research companies worldwide controlled and managed by research professionals.Ipsos researchers assess market potential and interpret market trends. They develop and build brands, help clients build long-term relationships with their customers, test advertising and study audience responses to various media and measure public opinion around the globe.Ipsos takes an approach that combines the skills in its lines of specialization to deal with its clients’ issues and offer them innovative and comprehensive solutions to make the world easier and faster in order to navigate and inspires our clients to make smarter decisions.


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