Puerto Rico Media Usage Study August 9, 2006

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Puerto Rico Media Usage StudyAugust 9, 2006
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Methodology and Sample

• One on one personal interviews, conducted in
  respondents homes
• Conducted March 10, 2006 April 24, 2006
• 882 interviews with adults 18-54
• Performed by Magid Research

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Purpose

• Compare awareness across media
• Compare usage across media
• Compare perceptions of each medium
• Compare advertising effectiveness across media

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Top of Mind
Please list as many radio stations as you can
The average radio stations call letterswere
recalled by 18
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Top of Mind
Please list as many newspapers as you can
The average newspapers namewas recalled by 32
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Top of Mind
Please list as many TV stations as you can
The average recall of the 3 main broadcast
stationson the island was 84!
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Media Consumption
Each medium has different peak consumption
dayparts
Medium
Times most frequently consumed
RadioNewspaperTelevision
6-9am9am-12n6-9am9am-12n6-9pm9pm-midnight
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Media Consumption
46 of people who listen to radio in early
morning do so frequently
who say they consumed each medium frequently
within daypart
Peakdayparts for consumption
Radio
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Media Consumption
Newspaper is most likely to be frequently read
6-9am, but only a quarter of readers say they
read frequently
who say they consumed each medium frequently
within daypart
Peakdayparts for consumption
Radio
Newspaper
TV
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Media Consumption
Frequency of consuming TV in its peak dayparts is
much greater than that of radio or newspaper at
their peaks
who say they consumed each medium frequently
within daypart
Peakdayparts for consumption
Radio
Newspaper
TV
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Media Consumption
Within its most frequently listened dayparts,
radio isconsumed for more than 2 hours by at
most a third of its listeners
who consumed media 2 hrs within daypart
Radio
12
Media Consumption
Only 3 of newspaper readers read for 2 hrs
during the dayparts where newspapers are most
likely to be read
who consumed media 2 hrs within daypart
Radio
Newspaper
13
Media Consumption
Over half of TV viewers 6-9pm watch for more than
2 hours, and nearly half watch from 9pm to
midnight
who consumed media 2 hrs within daypart
Radio
Newspaper
TV
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for local news
and information where you live?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for local news
and information where you live?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for local news
and information where you live?
who strongly agreed with statement (8-10)
17
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for the coverage
of sports?
who strongly agreed with statement (8-10)
18
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for the coverage
of sports?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for the coverage
of sports?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source of weather
information and forecasts?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source of weather
information and forecasts?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source of weather
information and forecasts?
who strongly agreed with statement (8-10)
23
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source in times of
severe weather?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source in times of
severe weather?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source in times of
severe weather?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for
entertainment?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for
entertainment?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for
entertainment?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for news and
information from around the island?
who strongly agreed with statement (8-10)
30
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for news and
information from around the island?
who strongly agreed with statement (8-10)
31
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for news and
information from around the island?
who strongly agreed with statement (8-10)
32
Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for international
news and information?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for international
news and information?
who strongly agreed with statement (8-10)
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Media Imagery
On a scale of 1-10, how much do you agree that
each medium is a primary source for international
news and information?
who strongly agreed with statement (8-10)
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Media Imagery
When selecting the most important medium, TV is
the clear choice!
who said TV was the media most likely to be
used for each reason
36
Advertising Recall
What was the last product or service you saw
advertised on ?
correctly identifying advertising
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Medium Perceptions
Which form of advertising does the best job when
it comes to influencing you to buy a product or
service?
who said medium was most influential
38
Television

• Is the most top of mind of all media
• Is consumed in the greatest quantity
• Is the primary source of news, weather,
  entertainment and sports
• Has the greatest advertising recall
• Is the most influential on peoples purchasing
  habits