Market Connections, Inc. and Sara Leiman, VP Media Director at TMP Government, released the seventh annual study this morning at the TEGNA/Gannett Conference Center in McLean, Va. Lisa Dezzutti, president and CEO of Market Connections, and Leiman presented the research results to a standing room only crowd, followed by a panel of federal and marketing executives with insights on reaching government decision-makers in light of changing media habits.
- Patricia Davis-Muffett, senior leader for global public sector marketing, Amazon Web Services
- Tim Letzkus, senior business advisor, Office of Personnel Management HR Solutions
- Ben Thompson, vice president of digital strategy, TMP Government
- Kim Urbanchuk, director of ethics and compliance, Airbus Defense & Space (previously U.S. Department of Transportation and U.S. House of Representatives).
“New data this year continues to underscore the importance of online and mobile-friendly media. Online channels like streaming TV and music offer new opportunities to reach federal audiences.” said Dezzutti. “Preferred media channels for federal news and information reflect online, TV and print media, while government decision-makers rank white papers and case studies at the top of their list of most trusted content.”
- Time spent accessing news content online increased significantly from 47 percent to 62 percent, while time spent watching TV news, listening to traditional radio and accessing news content in print decreased.
- For federal government news and information, respondents prefer news websites and portals (27 percent), TV (20 percent), print magazines (18 percent) and newspapers online (18 percent).
- White papers and case studies top the list of most trusted content (41 percent), followed by webinars (27 percent) and editorial content (22 percent)
- More than two-thirds (37 percent) are streaming on-demand cable or satellite TV
“The media landscape has changed tremendously in the last few years and will continue to do so,” said Leiman. “Whether you are looking at earned media or paid media, you still want to understand where your audience is spending time, where they go for news and information. And that really is the whole point of this research, to give you that ability to drill down into your audience’s media habits so that your marketing dollars have the greatest impact.”
The data from this study is available via a dynamic online tool, which allows marketers in the federal space to create their own custom data views to inform marketing and public relations decisions. The online tool allows users to cross-tabulate job title and product purchases across all media channels, for example: job title and web site visits or publication readership; product and service purchases and publication readership; or radio listenership. The online tool is available for purchase through Market Connections. More information is available at www.marketconnectionsinc.com/mediastudy.
About Market Connections
Market Connections delivers actionable intelligence and insights that enable improved business performance and positioning for leading businesses, government agencies and trade associations. The custom market research firm is a sought-after authority on preferences, perceptions and trends among government executives and the contractors who serve them, offering deep domain expertise in information technology and telecommunications; healthcare; and education. Market Connections also provides the tools for organizations to expand thought-leadership in their respective markets, and is known for its annual Federal Media and Marketing Study, the only comprehensive survey of the media habits of federal decision-makers, as well as the Public Sector Social Media Study and the Government Contractor Study. For more information, please visit: www.marketconnectionsinc.com.
Mari Canizales Coache
703-378-2025 ext. 108