Influentials Presentation

The PM Mindset

Does a consumer's attitude towards media change from am to pm?

Several sources of research and studies have itemised a range of emotional states that people feel.



Urban Travel measured against these emotional states and this chart shows the emotions felt in the am mindset are reflected in the pm mindset - but the attributes that facilitate a more positive emotional mindset are experienced in the pm, so they are happy in the morning but they are happier in the pm, they are satisfied in the am but more satisfied in the pm.

Understandably they are more predisposed to be happy, satisfied and excited in the pm when throwing off their work personas and the stresses of the day and switching to ‘me time’ and in terms of advertising receptivity the pm mindset is stronger than the am against the majority of these criteria



The happier more receptive mindset in the pm is further supported if we look at the Other Lines of Enquiry diary data which shows they are generally alone during the evening commute and they can fully focus and immerse themselves on the reading experience - one on one undivided attention.