Should Your Media Buys be Based on Seasonality?

As the seasons change, so do consumer habits, especially when it comes to media consumption. The transition to spring and summer brings about shifts in lifestyle, interests, and priorities, all of which impact how people engage with various forms of media. Understanding these changes is crucial for marketers looking to optimize their strategies and effectively reach their target audience.

Seasonal Behaviors

One significant observation is the increase in outdoor activities and social gatherings as the weather becomes warmer. People are more inclined to spend time outside, enjoying nature, sports, and leisure activities. This shift means that traditional indoor media consumption, such as television, may see a decline during this period. Simultaneously, the cinema experiences a surge in popularity, fueled by the release of blockbuster films tailored for summer audiences seeking relief from the heat.

Radio, mobile, and internet usage, however, exhibit stability throughout the year. This consistency can be attributed to the portability and accessibility of these mediums. Whether lounging by the pool, embarking on a road trip, or simply going about daily routines, individuals remain connected to radio broadcasts and digital content via their mobile devices.

Influence on Marketing

For marketers, adapting to these seasonal fluctuations is essential. Successful marketing hinges on meeting consumers where they are and tailoring strategies to align with their preferences and behaviors. This requires a nuanced understanding of audience habits and media consumption trends across different seasons. By conducting thorough research, marketers can gain insights into not only general consumer habits but also specific seasonal variations. Armed with this knowledge, they can strategically allocate advertising budgets to capitalize on peak periods of engagement. For instance, if TV viewership dwindles while mobile usage surges among the target audience, reallocating resources towards mobile advertising becomes a logical move.

Embracing a cross-device, omnichannel marketing approach is essential for reaching audiences effectively throughout the year. By diversifying media channels and adapting strategies to align with shifting consumption patterns, marketers can maximize the impact of their campaigns.

Cate Bender, the author, is Project Coordinator of Marketing Keys