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.

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Posted in Ad Exposures, Branding, Media Exposures, Research
209 comments on “New Research Sheds Light on Daily Ad Exposures
  1. […] about it: The average person is exposed to approximately 5,000 advertisements a day (https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/). Audiences have grown numb to many forms of traditional marketing. That’s where you’ve got to […]

  2. […] problema com o marketing tradicional é que ele não funciona mais como antes. Em média, o americano é impactado por 5 mil marcas por dia. Mas por […]

  3. […] and are constantly exposed to marketing messages – more than 5000 per day on average according to SJ Insights-. As a result, your prime enemy in enticing your audience to engage with your brand is attention […]

  4. […] the time you start work for the day, you’ve already been exposed to 20,000 visual messages over the past 24 hours. This isn’t just advertisements, it also includes labels in the […]

  5. […] 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, […]

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  7. […] are bombarded by more than 5,000 marketing messages per day. Overwhelmed by the number of ads and sales pitches, people try to combat the online uproar by […]

  8. […] see the result of this storytelling every day all around us in marketing and advertising. Some studies estimated we are exposed to 3,000 to 20,000 marketing messages every day! Combine this astronomical […]

  9. […] to 0ne market research study, every person online is exposed to more than 5,000 advertisements each […]

  10. […] wanted attention and they got it. But to what end? Today we live in a world where we are exposed to 5,000 advertisements a day. We spend more than 10 hours a day looking at a screen. We no longer just have billboards on […]

  11. […] us with online noise more than ever before. The average person receives 121 emails and over 5,000 brand exposures each day. On top of the information overload, humans have developed a shorter attention span than […]

  12. […] 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 […]

  13. […] of the hundreds of advertising messages consumers are exposed to every day: research carried out by Media Dynamics numbers this at around 360 per day across physical and digital […]

  14. […] how we sell, market, and buy almost everything. The amount of advertising and marketing you see in just one day makes for a cluttered […]

  15. […] an advertising message for them to take the desired action. The average person is exposed to ads 362 times per day. There are also over one million books published every […]

  16. […] a consumer, we are exposed to hundreds of different advertisements each day. The challenge advertisers face, therefore, is to craft a […]

  17. […] In fact, the average person is exposed to 5,000 or more advertisements a day […]

  18. […] person is exposed to an average of 5000+ ads and brands per day. With all that noise, it has become crucial for brands to appeal to people’s emotions. Why? […]

  19. […] get their message to potential customers. And the message must stand out. Consumers are exposed to thousands of brand reminders a day across several devices and mediums and an unlimited number of channels. So it’s even more […]

  20. […] are now exposed to more advertising than ever before, with the average American seeing perhaps three-hundred-plus adverts a day. The natural result is that many consumers struggle to filter the signal from the noise, and […]

  21. […] a un’enorme mole di pubblicità, nelle più svariate forme: online, per mezzo stampa, in tv. Statisticamente sembra siamo esposti a una media di 360 annunci pubblicitari al giorno, ma di questi solo il 3% […]

  22. […] You’ve likely read the statistics about the incredible number of ads we’re exposed to daily. […]

  23. […] or not, are going to see more digital ads. In the US alone, digital marketing experts estimate that people are already exposed to roughly 5,000 advertisements a day, and that number is only going to […]

  24. […] 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, […]

  25. […] average consumer encounters 20,000 brands every single day.  Of those 20,000 brands, only 12 have a lasting impact on the […]

  26. […] more check out:Daily Ad Exposure Why is Everyone So Busy? FCB on 6.5 seconds  Made to Stick Model The Likeability-Factor […]

  27. […] number of ads we are exposed to daily is steadily going up.  The primary goal is to get you to part with your hard earned money.  The […]

  28. […] with over 5,000 brand exposures each day according to a study of media usage and ad exposure by Media Dynamics. Of those, 362 are advertisements with only 12 of them “making an impression” on us. As methods […]

  29. […] average person is exposed to thousands of marketing messages everyday, making it harder for companies selling established products and services to cut through […]

  30. […] live in the most marketed-to-society the world has ever seen. The average american adult sees around 360 advertisements per day. Children are advertised to many different ways as well. In fact my 2 year old watches youtube […]

  31. […] seconds in the year 2000 to eight seconds today, but some sources estimate that we’re exposed to as many as 5,000 ads every single […]

  32. […] sports, marketing is a competitive activity. And these days, your prospects are inundated by over 3,000 marketing messages each day and 71% of them are increasing their budgets in […]

  33. […] yr 2000 to eight seconds immediately, however some sources estimate that we’re uncovered to as many as 5,000 adverts each single […]

  34. […] is super-weird, but our eyes and minds quickly become accustomed to its garish agenda. We are exposed to 5,000 ads daily. We ambulate through three dimensions constructed from image-planes urging us to buy buy […]

  35. […] over 5,000 ad and brand exposures per day per person, marketing has never been more challenging, especially in the digital […]

  36. […] as possible? The average American can see up to 300-700 marketing messages every day, according to conservative estimates. With so much banner noise, every marketing angle needs to shine with a purpose and rise above the […]

  37. […] Un estudio revela que una persona promedio está expuesta a 5,000 anuncios y marcas o más al día. […]

  38. […] don’t believe me? You are exposed to 5,000+ ads and brands each day, and of those 5,000+ ads/brand exposures, 362 specific ads make […]

  39. […] By time you get out bed and get settle into the office, you may have already have been exposed to dozens of ads and hundreds more by time you get […]

  40. […] average American is exposed to 5,000 advertisements per day, of which they’re only aware of 86 ads. Trust me, consumers are tired of paid ads. But when you create compelling content that influencers […]

  41. […] a world where the average American sees up to 5,000 ads per day, finding a way to stand out from the crowd is […]

  42. […] Amerikaans onderzoek uit 2014 rekende uit dat een mens gemiddeld 9,8 uur per dag media consumeert en in die tijdspanne […]

  43. […] experts estimate that most Americans are exposed to 5,000+ advertisements and brand exposures each day. There are even advertisements in our regularly scheduled programming and movie experiences in the […]

  44. […] it is the number one way to distinguish yourself from the crowd. We live in a world where the average person encounters over 5,000 marketing messages and advertisement a day. That is a lot of noise you need […]

  45. […] little background statistics I found of tremendous relevance for our today’s […]

  46. […] Люди физически не в состоянии воспринимать все рекламные сообщения, которые на них обрушиваются каждый день. 362 – среднее число рекламных сообщений, которым подвергается ежедневно каждый человек, 86 из них более менее замечается на сознательном уровне и только 12 оставляют какое-то впечатление (статистика взята отсюда) […]

  47. […] rart, når vi i løpet av dagen blir bombadert med tusenvis av annonser på facebook, vg.no eller på […]

  48. […] masse d’information colossale. Sjinsights.net nous apprend en effet que nous sommes exposés à plus de 5 000 messages à caractère commercial chaque jour. 5 000 ! En définitive, vous filtrez pour ne garder que ce […]

  49. […] is the digital age. There is so much data to take in that it’s impossible for anybody to see it all. As a bystander sitting on your computer, […]

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