The total audience report

This report builds on the work of the Q1 2015 Total Audience Report by analysing and comparing patterns of media usage amongst adults of different ages, races and ethnicities.

  • By breaking down the number of users by hour, media platform, age, race and ethnicity it becomes clear that consumer groups engage with different types of media at distinct times of the day.
  • Television and radio still tend to command the largest shares of the average media audience, although this fluctuates depending upon the time of the day - TV has an almost two-thirds share in the evening and radio peaks at 40% of the media audience in the morning.
  • The peak time to reach a specific consumer group clearly depends upon the age and race of the...

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