Updated: Conventional Wisdom/Perceived Reality About Consumer Media Behavior versus The Simple Facts

David Marans, A&E Networks

Updated: David Marans speaks about his presentation

Media personnel are very different in consuming media than the rest of the public. Like Harry Warner believing that no one wanted to hear actors talk in movies in 1927. Today, there are 305 million people who are consumers of media.

How do we deal with the new American consumer?

The concept of the average American is gone. This is a rich idea, as there is no typical person. The simplistic mass consumer only exists in people's minds. Programmers can gain traction and zero in on the target, but how do you pay for that?

Many people assume all consumers have access to DVRs. In reality, 65% of consumers do not have DVRs. Reader's Digest is still the largest read magazine. Game Informer is the most read magazine by people aged 18-24. The #1 show last year for adults was The Bachelor. No one in attendance watches this show. Neither for The Secret Life of the American Teenager, a very widely watch show by young audiences as well.

Popular myths in Media:

-TV is on the decline
It is actually on the increase. Why? HD is making TV watching attractive, DVRs are expanding watching videos, and multiple media usage. Those 18-24 have actually increased the most.

-Nobody watches commercials anymore
94% of viewers do not turn away from commercials

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