Research row as TV claims to be number one after all
Days after data from Nielsen suggesting that the Internet was now Australia’s number one medium, rival research house Roy Morgan has released its own report suggesting the survey is wrong and that TV is still the top dog.
On Monday, Nielsen said that online now takes up 16.1 hours of the average Australian’s week, followed by TV with 12.9 hours.
But today, Roy Morgan said TV actually averages almost twice that – with 21.5 hours per week. It credited Internet usage with just 10.7 hours. Radio outstrips online with an average of 14.2 hours.
The truth is probably somewhere in between. Whilst I agree with Roy Morgan, an online panel would skew things to online, I would counter that by saying anyone who fills out a hefty consumer survey for a movie ticket probably spends most of their time sat on the sofa watching the box
I agree, Carl. There’s surprisingly little interrogation of Morgan’s (or any other large diary-based survey’s) sample being skewed the other way.
Well they can both agree on one thing – we all know where it’s going!