🧢 Coach T's Recap
Great media strategy starts with knowing where your audience is active. The Media Consumption page helps you understand which channels your category claims to use most, how that shifts across different segments, and where your brand should show up to stay relevant.
Once you've used the Category Profile page to understand who to target, head to the Media Consumption page to you understand where they claim to spend their time. This helps you build smarter media plans, sharper briefs and more engaging content strategies.
Tracksuit asks survey respondents to select which types of media they have used, read, seen or listened to in the past month, from a prompted list. It’s all about claimed usage in your category, giving you an understanding of where your category is spending their time.
Make the most of your Media Consumption data
See where your category spends time
Whether it's TikTok, TV, YouTube, podcasts, or other platforms, this data helps you identify where your category’s consumers are most active. Use this to guide where your brand shows up and where your media dollars might stretch further.
Match media to your audience
Once you’ve identified the key media channels, fine-tune your strategy by filtering Media Consumption data by key demographic segments. This allows you to craft a more targeted media mix.
Track changes over time
Use time filters to monitor shifts in media consumption patterns. Stay agile by spotting shifts early and adjusting your strategy to keep pace.
Write sharper briefs
Use Media Consumption data when briefing your agency or team for more effective, category-aligned media plans. Ground your briefs in real audience behaviour, not just brand fan assumptions.
Create fit-for-channel content
To make the most out of your media spend, you need to align content with the habits of your audience. Let category media habits inform the formats, tone, and placements of your creative.
Things to keep in mind
Tracksuit’s media consumption data is a powerful starting point - but like any signal, it’s important to know what it is (and isn’t) measuring.
Here are a few things to consider as you interpret the data 👇
Frequency is not captured: This data shows whether people claim to use a channel, not how often they use it. Someone might select both Instagram and Pinterest, but check Instagram 10x more often. Keep this in mind when thinking about potential reach vs. depth of engagement.
Attention levels vary by channel: Not all media is consumed with the same level of focus. Some platforms, like TikTok or YouTube, may invite more active attention. Others, like podcasts or TV, might play in the background. While Tracksuit doesn’t measure attention directly, it’s worth reflecting on how your audience likely interacts with each channel.
Passive vs. active use matters: Media behaviours range from lean-back (passive listening or viewing) to lean-in (scrolling, searching, engaging). As you think about content strategy, it might be useful to consider: which channels are best suited to high-engagement creative, and which are better for broad reach or brand presence?