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Federal Media & Marketing Study 2021

13th Annual Study: On-Demand Video and Presentation Followed by Small Group Discussions


UPDATE! The 2021 FMMS will now be On-demand

Release date: October 21, 2021

Due to concerns with COVID-19 variants, forthcoming mandates, and to protect the health and safety of our participants, we have made the executive decision to transition the 2021 Federal Media & Marketing Study release to on-demand video presentation and download report.


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In its 13th year, the Federal Media & Marketing Study continues to empower marketers to hone and perfect their strategic marketing campaigns with valuable and reliable data directly from their federal customers. The survey provides key information about the federal audience’s media usage across print, broadcast, social and digital sources. Combining this data with demographics including: job function, location, purchase area and more, marketers have the ability to slice and dice the data and map each to specific media habits, allowing them to target specific audiences.

The survey represents the views of thousands of federal workers in a variety of positions. Whether you are interested in a broad awareness campaign, or a more focused agency-based marketing effort, data from the study can provide you key insights about the media and marketing habits of this tough-to-reach federal market audience.


  • Job Function and Purchase Responsibility – More than 25 different job functions and areas of purchase, by product and service
  • Media Usage – 60+ publications, 100+ websites and mobile sites; 10+ social sites; differences inside vs. outside the Beltway
  • Trusted Content -To what extent do decision makers trust news and information from different media sources?
  • Time Spent Accessing Content – How much time do government employees spend accessing content online, watching TV, listening to the radio and reading e-newsletters?


Federal Media Panel: Moderated by Aaron Heffron, Market Connections

  • Kevin Baron, Executive Editor, Defense One
  • Patti Nuttybombe Cochran, Federal Marketing Consultant, Government Matters Media
  • Jeffrey Wolinsky, Director of Federal Sales, WTOP/Federal News Network 

Federal Marketing Panel: Moderated by Stephanie Geiger, Government Marketing University

  • Matt Bechtel, Director of Corporate Marketing, Booz Allen Hamilton
  • Allison Mason, Senior Director, Public Sector Marketing, Red Hat
  • Darryl E. Peek II, Head of Federal Strategic Partnerships, Google


  • ON-DEMAND VIDEO AND REPORT – Our 2021 report and video presentation will be available to download on October 21. Stay tuned for purchasing capabilities
  • SMALL GROUP ONLINE DISCUSSIONS – A series of online groups (no more than 20 per session) will be limited to FMMS on-demand purchasers to discuss results and network with like-minded peers following the FMMS release. Details on registration will be available in after purchase.


Overview results from the 2021 Federal Media & Marketing Study highlights high-level results from our comprehensive study surveying thousands of federal respondents at defense and civilian agencies, inside and outside the Beltway about their use of digital, social, mobile, print and broadcast media. This PDF report provides high-level results of the top digital and print publications, social media sites, radio and TV within the DC metro area. A video readout and analysis of the results by President, Aaron Heffron, is included with purchase.


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Aaron Heffron, President, Market Connections

Aaron Heffron, President, Market Connections

From the Desk of Aaron Heffron, President, Market Connections, Inc.

In a recent The Curious Task podcast, Dr. Sandra Peart, Dean and E. Claiborne Robins Distinguished Professor at the Jepson School of Leadership Studies at the University of Richmond (Go Spiders!) discussed the life and philosophy of John Stuart Mill. As an economics nerd myself, I found the discussion fascinating as she and host, Alex Aragona, detailed the key principles on which Mill wrote. A review of issues around liberty and utilitarian decision-making abounded. But what I was particularly taken with was Mill’s concept of how you can determine whether one choice is better than another. Enter the “competent judges.”

As marketers, our job is to help make the decision easier for our customers. We spend countless hours and dollars making the case as to why our company’s products or services are a better choice. When faced with two options, we want them to choose us every time.

Market Connections partners with our clients to help identify those in their target market who are more likely to lean one way or another, understand the elements of the product or service that are important to them, and the perceptions and experience they have with various companies. We conduct surveys, run focus groups, and conduct in-depth interviews all in an attempt to mine those hidden diamonds of the decision-making process that will make their product or service more appealing.

While hearing from just your customers or prospects is great, the opinions we value most are what Mill termed the “competent judges,” those who have direct experience with both options available to them. By bringing together those individuals with direct experience, you as a marketer can hear straight from the horse’s mouth as to what worked and what didn’t. You are not relying on perceptions, assumptions, or hearsay; but rather, you are measuring the room, so to speak, and getting a clear view of where your brand stands.

While not always easy to find, these judges are a key gateway to a path forward for you and your sales team. To support these efforts, Market Connections has spent the last decade building a panel of thousands of public sector influencers and decision-makers that we reach out to on a regular basis. Working across civilian and defense agencies, these individuals have had exposure to scores of contractors, vendors, and products. We have been leveraging these “competent judges” for insights for years, creating studies and reports that support your efforts and strategies.

Contact me if you want to discuss leveraging our “competent judges” for your specific market needs.