Millennials Feel Social Media is the Most Effective Advertising Medium—But Don’t Count TV Ads Out Yet, New Horowitz Study Finds

NEW ROCHELLE, N.Y., May 03, 2018 -- In today’s increasingly cluttered media environment, identifying the most effective media platforms for reaching target audiences is a critical concern for advertisers. Horowitz Research’s latest study, State of Advertising and Social Media, reveals half of consumers still feel that TV ads during the “regular” (scheduled) airing of a show are the most effective way to reach them with information about new products, followed by sending emails (46%) and ads on websites visited (44%).  

There are notable differences by age. Among 18-34 year-olds, social media unseats TV advertising as the most effective medium. Nearly two-thirds (63%) of 18-34 year-olds say that maintaining an active social media presence is an effective way to communicate with them about new products, higher than among 35-49 year-olds (47%) and 50+ year-olds (25%). However, despite their heavy social media orientation, 53% of 18-34 year olds still feel that TV is effective for advertising. For 35-49 and 50+ consumers, TV advertising still tops the list of effective advertising tactics (view chart).

So where should advertisers be focusing their energy and advertising dollars in the social space? The report reveals that while Facebook is still the most-used social media platform overall, for younger (18-24 and 13-17 year-old) consumers, Instagram and Snapchat are as popular as Facebook (view chart).

“Social media is not just about reach, it’s about context,” notes Adriana Waterston, Horowitz’s SVP of Insights & Strategy. “While Facebook has the most users overall, it is not necessarily where young people are going to have fun, engage socially, and connect with brands. Instagram and Snapchat are much more about that kind of organic engagement, which is an ideal environment for brands looking to connect with the next generation of consumers.”

For more information about the study, schedule an interview with an analyst, or to request specific data, please contact [email protected], 914-834-5999.

About Horowitz Research

Horowitz Research is a leading provider of consumer market research specializing in media content, services, and technology. Founded in 1985, Horowitz Research provides an annual syndicated research subscription and a full suite of à la carte syndicated reports about consumer attitudes, behaviors, and relationships with media, telecommunications, social media, technology, and advertising. Horowitz also provides primary quantitative and qualitative consumer and market research for companies ranging from small start-ups to Fortune 500. The company’s expertise includes telecommunication services; traditional and new subscription pay TV services; digital media and platforms; TV and video attitudes, behaviors, and expectations; mobile apps; and consumer technology. For more information, visit www.horowitzresearch.com.