07 Jun MUMBRELLA: Adland out of touch with ‘real Australians’ and doesn’t understand their media habits
The echo chamber in the media, marketing and advertising industry is causing adland to underestimate the power of television and place a disproportionate weight on the importance of social media platforms in the lives of ‘everyday’ Australians, ThinkTV’s first AdNation study says.
Originally published: Mumbrella, 8 June 2017
ThinkTV commissioned marketing academic Professor Karen Nelson-Field to run the study which involved 1,636 adland professionals and over 1,016 “normal” people – based on the demographic profile of the industry and that of wider Australia – in a bid to reveal the key differences between the two groups, and how this leads to a disconnect between how people are engaging with advertising, and where marketers are spending their money.
The report claims the findings prove the “echo chamber” is alive and well.