YouTube. Hulu. Smartphones. Tablets. Gaming devices. “TV Everywhere” is the new normal. Consumers are now able to stream their favorite TV programs when they want on the device they want. TV consumption has forever changed, as has the way we purchase television advertising. Cable TV and broadcast TV still offer a highly targeted way to reach potential patients and caregivers, and can be bought nationally or market-by-market. And online video is a cost-effective tool to reach an even more targeted audience as they watch on these new screens.
Today listeners can access exactly what they want from a variety of sources, including satellite and internet radio. Each serves specific demographics based on formats and genres. At Praxis, we use nationally syndicated research to determine the most listened-to stations, times, and formats, and to understand how our target audience accesses their radio.
While its use is far different from what it was even a decade ago, print can still serve as a highly targeted medium to reach a specific target audience. We use GfK MRI data to glean details and gain insight into the media consumption patterns of a study’s target audience. If a print vehicle is appropriately targeted to ensure minimal waste, it can then be part of our recommendation for a study.