It’s true, we’ve done it again: we’ve ruffled the industry feathers by revealing the real media behaviour of everyday Australians.

The controversial truth: if you’re mainly trying to target the everyday Australian through digital, you’re doing it wrong.

How do we know this? Because we did the research. We asked the everyday Australian about their media consumption, channel usage and buying behaviour. What we discovered was a hard truth that many marketers are failing to act on. That is that digital is not the be-all-end-all when it comes to advertising – especially when targeting the everyday Australian.

In the wise words of MoP partner and Creative Director, Stephen Yolland, “Media choice – where to place your investment as an advertiser – is all about horses for courses. In short, TV advertising is not dead. Quite the contrary. And the Magnum Awareness Survey [by TH?NK] now proves it.”

So do yourself (and your bottom line) a favour, and read these important insights before putting your advertising budget in the wrong baskets.