In today’s cross-media world, consumers not only have a vast array of options for what media content to consume, they also have more options than ever as to how they consume it. The consumer choice among TV, desktop or mobile depends on a number of factors, such as content availability, convenience and the individual’s personal preference at a specific moment. Given this fragmented nature of today’s consumer, media companies are maximizing their audience reach by building a strong content presence across multiple platforms.
To demonstrate how a cross-media brand reaches audiences on TV, desktop and mobile, we conducted an analysis for CNN, a brand with a strong and well-established presence on each of these platforms. Insights from the study show how: