New Research Sheds Light on Daily Ad Exposures

A new study of media usage and ad exposure by Media Dynamics, Inc. reveals that while a typical adult’s daily media consumption has grown from 5.2 hours in 1945 to 9.8 hours (or 590 minutes) currently, this has not been reflected in a huge spike in ad exposure.

Although commercial clutter on TV has risen steadily, today’s viewer has more avoidance options like remote controls and DVRs, and many more channels to choose from. As a result, the study summarizes the number of ads that adults are now exposed to across all five media (TV, radio, Internet, newspapers and magazines) is about 360 per day; of these, only 150-155 are even noted, and far fewer make a strong enough impact to be recalled, make an impression, and ultimately, make a sale.

The chart below reflects MDI’s projections of the average adult’s daily media usage for 1945, 1985 and 2014. It shows the huge increase in total time spent, but the relative stability in terms of ad exposure and noting. This is a solid indication that time spent with the various media of course is not an indicator of ad impact.

Daily Media and Ad Exposure

This study begs the question and somewhat challenges the prior Yankelovich estimates that a person 30 years ago saw up to 2,000 ad messages a day, compared with up to 5,000 or more exposures today.

So just how many marketing messages do we see in a day? In addition to the Yankelovich study (later quoted by the NY Times), depending on what’s included, other studies support that message and brand “exposure” can range from 3,000 to 20,000. Those higher numbers not only include ads, but also include every time you pass by a label in a grocery store, all the ads in your mailbox whether you see them or not, the label on everything you wear, the condiments in your fringe, the cars on the highway, etc.

The fact that you and the message or a brand name or logo are in the same proximity for you to see it doesn’t mean you saw it. No one can really process that many exposures. We can’t notice, absorb, or even judge the personal merit of 3,000 visual/audio exposures per day, let alone 20,000.

Advertising doesn’t just offer the right product to the right consumer at the right time. It gets them emotionally motivated to investigate and ultimately to buy the advertised product or service. That’s why engagement has become so important. So integrating this new research with the accepted number of 5,000 exposures per day, along with other proprietary research, this is how we look at it:

  • Average number of advertisement and brand exposures per day per person: 5,000+
  • Average number of “ads only” exposures per day: 362
  • Average number of “ads only” noted per day: 153
  • Average number of “ads only” that we have some awareness of per day: 86
  • Average number of “ads only” that made an impression (engagement): 12

Bottom-line, increasing engagement will help advertising break through the clutter of not only the hundreds of ad exposures per day, but of the thousands of ad and brand exposures per day.

Tagged with: , , , , , , ,
Posted in Ad Exposures, Branding, Media Exposures, Research
230 comments on “New Research Sheds Light on Daily Ad Exposures
  1. […] other company and person spreading a message – and it’s a busy landscape. According to SJ Insights, studies show that message and brand “exposure” can range from 3,000 to 20,000 per […]

  2. […] Now that we’ve seen the power augmented reality has to enhance relationships, let’s discuss how it can be used for business marketing purposes. People are longing to “feel” something. The digital era that we live in is over saturated. We are bombarded with 5,000 ads a day according to Yankelovich Consumer Research. […]

  3. […] attitude to the war during the 1940’s. Even today it is estimated that the average person sees 362 ads  with images per day – all designed to get you to take some sort of […]

  4. […] according to Yankelovich, a marketing research firm, the average consumer sees anywhere between 3,000 and 20,000 marketing messages on various media outlets per day. That means that each business who places their product or service […]

  5. […] adults and children are exposed to upwards of 5,000 advertisements per day, it’s undeniable that the imagery they encounter will shape their […]

  6. […] At the moment, consumers are exposed to more advertising than ever before thanks to being always-connected; we’ve gone from being exposed to 500 ads a day back in the 1970s to as many as 5,000 a day today, according to some estimates. […]

  7. […] At the moment, consumers are exposed to more advertising than ever before thanks to being always-connected; we’ve gone from being exposed to 500 ads a day back in the 1970s to as many as 5,000 a day today, according to some estimates. […]

  8. […] At the moment, consumers are exposed to more advertising than ever before thanks to being always-connected; we’ve gone from being exposed to 500 ads a day back in the 1970s to as many as 5,000 a day today, according to some estimates. […]

  9. […] Marketing studies show that the average American is exposed to around 5,000 advertisements and brands per day. Out of that veritable flood, they found only 12 made enough of an impact to leave an impression. You can help your business be one of those twelve through effective, attractive design. […]

  10. […] stand out from the incessant stream of media messages individuals are exposed to every day. A 2014 CBS report says that Americans are exposed to as many as 5,000 ads a day, up from 500 a day in the 1970s.A […]

  11. […] Marketing studies show that the average American is exposed to around 5,000 advertisements and brands per day. Out of that veritable flood, they found only 12 made enough of an impact to leave an impression. You can help your business be one of those twelve through effective, attractive design. […]

  12. Foundr says:

    […] are also exposed to over 5,000 advertisements and brands each […]

  13. […] consumers see hundreds of ads each day, and brands that blindly follow the pack only add to the […]

  14. […] Marketing studies show that the average American is exposed to around 5,000 advertisements and brands per day. Out of that veritable flood, they found only 12 made enough of an impact to leave an impression. You can help your business be one of those twelve through effective, attractive design. […]

  15. […] point, there were some statistics about how we’re exposed to at least 5,000 brands in a day. The question is, are we paying attention to them?. But that’s not my […]

  16. […] this model is becoming outdated. We’re bombarded with thousands of advertisements and brand exposures every day, all competing for our attention. With that said, the average person actively interacts […]

  17. […] need and don’t spend money on things you don’t. But did you know that the average adult is exposed to over 5,000 advertisements per day? Companies spend billions in marketing and advertising to get you to notice and buy what […]

  18. […] Well, it was like that until some time ago. Things have changed a lot. According to a recent study by Media Dynamics, Inc., adults in the western economies are now exposed to across all five media […]

  19. […] While it may seem like just another method of advertising, how do you make sure you stand out? […]

  20. […] marketing messages per day Yankelovich study sjinsights.net and New York […]

  21. Meed Mobile says:

    […] All day every day we see ads – some analysts even report that we are exposed to as many as 20,000 ads a day. Whenever a new entertainment medium emerges, whether radio, television, web browsers or […]

  22. […] reveal that the average consumer is exposed to a little more than 5,000 ads per day, that’s a lot of clutter in their peripheral. With so media being thrown at consumers, content […]

  23. […] is everywhere. In fact, its been estimated that consumers are exposed to over 5,000+ marketing messages every day. So how do you make sure that your marketing message is resonating with your target audience and […]

  24. […] lose their love for brands. But in an age in which the average person living in a city sees thousands of advertisements a day, brand affinity matters now more than […]

  25. […] fact, research tells us that we are exposed to approximately 5000 ‘interruptions’ in one form or another every single day. Maybe Gary Vaynerchuk was right when he said that marketers ruin […]

  26. […] Insights, LLC. (2017). New Research Sheds Light on Daily Ad Exposures. [online] Available at: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/ [Accessed 13 Apr. […]

  27. […] our daily lives, be it online, in print, on billboards or through our television screens. In fact, research suggests we are exposed to, on average, 362 ads per day (not including brand exposures) but only 3 per cent […]

  28. […] Insights, LLC. (2017). New Research Sheds Light on Daily Ad Exposures. [online] Available at: https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/ [Accessed 20 Apr. […]

  29. […] you know that each person in our society, consumes upwards of 5,000 marketing messages daily? We can safely say that the majority of these 5,000 message are not related to nonprofit messaging. […]

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: