the new media landscape by us-
ing new forms of technologies
for everyday purchasing. These
habits highlight the need for mar-
keters to know how and where to
reach them.
METHODOLOGY
Insights in this article were derived
from Boston Consulting Group, 2016,
and Nielsen data sets:
According to Nielsen’s Local Watch
Report, working mothers make up
the majority of morning news (58%)
and late night news (52%) viewing,
as they’re mostly working during the
daytime. Meanwhile, stay-at-home
moms over index on catching up
with the news at midday (61%) and
early evening (57%) and spend much
less time tuning into local news in the
morning. These moms don’t interact
50 iF Magazine | July 2018
48
with media in the same way, giving
marketers and advertisers a great op-
portunity to reach them within the
diversity of their schedules and life-
styles.
Women play an active role within
the digital and traditional media
space. As the media landscape
changes, they’re also adapting to
• Live+DVR/Time-shifted TV, DVR/Time-shifted TV,
DVD/Blu-Ray Device, Game Consoles, Multimedia
Devices 12/26/2016 - 03/26/2017 via Nielsen
NPOWER/National Panel, Radio 03/24/16 - 03/29/17
via RADAR 133, PC 01/01/2017 - 03/31/2017 via
Nielsen Netview, Mobile 01/01/2017 - 03/31/2017
via Nielsen Electronic Mobile Measurement
• Share of Weighted Average News GRPs in LPM
markers (NPOWER); Live+SD; November 2017
National Period (10/26/2017 - 11/22/2017) Morning
News=M-F 6-7AM; Mid-day News=12-12:30PM;
Early Evening News=M-F 6-6:30PM (Excludes Fox);
Late News=M-F 11-11:30PM (Fox 10-10:30PM); all
periods are time-zone adjusted.
• Live+DVR/Time-shifted TV, DVR/Time-shifted TV,
DVD/Blu-Ray Device, Game Consoles, Multimedia
Devices 03/27/2016 - 06/25/2017 via Nielsen
NPOWER/National Panel, Radio 06/16/16 - 06/21/17
via RADAR 134, Computer 04/01/2017 - 06/30/2017
via Nielsen Netview, Mobile 04/01/2017 -
06/30/2017 via Nielsen Electronic Mobile Measure-
ment
• Total Audience report: The Source is Q2 2017 Total
Audience Report.
• Nielsen Scarborough USA+ 2017 R2, GfK/MRI At-
titudinal Insights
[1] Boston Consulting Group, 2016
[2] Boston Consulting Group, 2016
[3] Nielsen Scarborough USA+ 2017 R2, GfK/MRI
Attitudinal Insights