The gap between how younger and older generations are consuming commercial media has increased dramatically over the past five years. This is according to a new IPA report ‘Making sense. The commercial media landscape’ that highlights the subsequent imperative for agencies to deploy diverse media plans to maximise overall campaign performance. TouchPoints data report According to the report, the correlation between the media use of 16-34-year-olds and 55+s from a time-spent perspective was 58% in 2015, but this has fallen by more than half to 25% in 2019. Although less…
Read MoreNew IPA report exposes gap between younger and older consumers’ media habits
