The article noted that magazines have been reluctant in the past to use "time spent" as a measure in relation to other media, but are now warming to the idea, probably because it reflects so well on the medium, and is useful in difficult economic times. The metric is based on readers' perception, mind you, rather than their actual behaviour.
The MPA's new "Ad Value Per Minute" analysis reports the relative value of time spent with advertising in the major media. To obtain it, the MPA factored ad impact scores created by consulting firm Deloitte ("State of the Media Democracy" Study, 2008), and incorporated it into a new "Time/Ad Impact Ratio" for the major consumer media.
|Time spent with media* (minutes)||% Share of total time spent||Media influence** (%)||Time-ad impact ratio|
|* Time Spent with Media on Average Day by User of that Medium, MRI MediaDay, 2008|
|** % of U.S. Consumers Who Said Advertising in this Medium Has the Most |
Influence on Their Buying Decisions,
|Deloitte "State of the Media Democracy" Study, 2008|
|Time-Ad Impact Index = Media Influence / Share of Total Time Spent|