According to the 2024 Media Comparisons Study, which compared reach and time spent on over twenty different types of media, television (broadcast, cable, and streaming) continues to reach the most people, with broadcast television in the coveted top spot.
Americans spend over four hours (4:07) daily on television, an hour and a half on the Internet, and just over an hour (1:09) on the radio. Television has the highest reach and time spent on all media platforms for all age groups and is the most influential throughout all stages of the purchasing process.
To reach the critical 25-54 demographic, overlaying cable and streaming programs complements a broadcast schedule. According to a Nielsen audience composition report, cable has several networks that balance media plans since large audience segments are in the 25-54 demographic.
Cable television currently reaches 56% of adults 18+, followed by radio (48%). An astonishing 94% of consumers stream videos regularly, with YouTube and Amazon Prime the most popular (61% each), followed by Hulu (48%). However, most people (88%) still watch television and movies on their TVs rather than mobile devices or desktops.
Paid streaming programs on television with ads (46%) are rapidly closing in on cable television. When paid streaming platforms on digital media with ads (26%) are factored in, streaming video on all platforms (72%) outreaches cable television by 16%. Only broadcast TV (80%) has a higher reach than the combination of streaming video with ads on all platforms.
Where does this leave you for your marketing strategy?
Traditional media, particularly television, should remain the cornerstone of a marketing campaign to reach general consumers. Your strategy should include extending your video messaging from television to short-form videos (15 seconds) and longer-form explainer videos (one minute to 2:30). Streaming video and digital advertising can drive consumers to your websites where a video can explain your consumer benefits in more detail and prompt the purchase of your product.
Now that you better understand the numbers, you can use this information.
For the entire 2025 media strategy, visit www.mainst.agency/media-strategy.
John Houle is the founder and president of JH Communications and Main St. Media and can be reached at 401.831.6123 or john@jhcom.net.