Our key audience segment, Moms 25-49, is a very dynamic and diverse group in their media usage. Through the Connections Planning process, we uncovered the right moments to engage with them, and that means expanding beyond the traditional TV-heavy media mix.
Moms are multi-dimensional, and their media consumption patterns require media diversity. Smartphones, tablets, streaming TV and video on-demand are changing the rules of engagement. There is a heavy reliance on digital for healthcare decisions. Yet, they still find time for magazines and some TV.