June Chart of the Month: TV has the highest share of cultural availability

This month’s Chart of the Month comes from our latest study, ‘Cultural Advantage’, which explores what mechanisms drive culture and how advertiser can adapt effectively to create a strong cultural advantage.

Using a framework developed by cultural insight specialists, everyday people and incorporating a diverse range of academic perspectives, the study tested seven ways media shape culture each varying in importance to people’s lives. In order of importance, they are: continuity, purpose, bonding, affirmation, transformation, bridging, and currency.

Taking these into account, everyday people calculated an overall cultural impact for different media as well as understand different media’s impact on different types of cultural association.

Based on data from 2,000 UK adults aged 16+, analysis revealed that TV accounts for 21.3% of media’s cultural impact, followed by social media (14.4%), cinema (12.3%), radio (12.2%), video sharing sites 11.7%). The media with the least cultural impact are content creators (8.6%) and podcasts (8.2%).

Want to dig deeper into how different media channels create cultural advantage — and what it means for advertisers? Watch Advertising Through Adversity on demand.

For all Chart of the Month’s from the recent months, download the slides from the link above, this includes:

• May: 30-second TV ads consistently account for half of all impacts
• April: TV advertising is the most trusted medium
• March: Total TV is fundamental for getting ads seen
• January/February: We feel most relaxed when watching TV
• December: TV is the battery that charges other media
• September/October: Twice as many people trust brands advertised on TV than YouTube
• August: ‘Cheap media isn’t cheap if nobody’s watching’
• July: As your business grows, the ROI from a more balanced mix gets better
• June: When TV is on air, digital channel performance is uplifted by 13.7%