Fish and Wildlife Economics and Statistics
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Southwick Associates Media Monitor: Get the Most for Your Hunting and Fishing Advertising Budget

FERNANDINA BEACH, Fla. —U.S. companies spend upwards of $222 billion a year to advertise their products and services with some, like Proctor & Gamble spending more than $4 billion alone and many smaller companies spending as little as several thousand dollars. Regardless of where your company falls on that spectrum, it’s critical to get the most out of every advertising dollar and to do that, businesses must understand the best way to reach their consumers. Fortunately for companies serving the hunting, shooting and angling markets, there is a one-stop resource to help understand what media their customers prefer. That resource is the Southwick Associates Media Monitor (SAMM).

SAMM is a quarterly tracking survey that measures hunters, shooters and anglers use of outdoor media including magazines, television, websites, social media and more all in a single report. It not only identifies which types of media many outdoorsmen prefer, it also examines specific programs and titles that influenced buyers’ key equipment purchases. Got a question about what outdoor television programs are tops among viewers or which magazines are most read? Each SAMM has that information so businesses can make the best determinations on how many people they can actually reach when advertising with those outlets.

The Second Quarter 2016 SAMM, now available, features a new “Digging Deeper” section. The questions and topics covered in “Digging Deeper” will be different each quarter and will provide deeper insight into why sportsmen watch, read or listen to the types of media they do. The current “Digging Deeper” examines the top read magazines and top watched programs and why readers and viewers prefer them over others.

“Our new ‘Digging Deeper’ sections are one more way to provide outdoor businesses and organizations with a deeper understanding of what motivates consumers to gravitate toward a specific type of media, which also offers insight into the best ways to reach those consumers,” says Rob Southwick, president of Southwick Associates.

Data for SAMM is compiled via online surveys sent to those sportsmen who participate in Southwick Associates’ bimonthly HunterSurvey.com, ShooterSurvey.com and AnglerSurvey.com. Survey response data is then paired with previous response data gathered from the regular bimonthly surveys.

For more general information on SAMM, click here. For purchase information or questions, email info@southwickassociates.com.

Southwick Associates is a market research and economics firm, specializing in the hunting, shooting, sportfishing, and outdoor recreation markets. For more than 25 years, Southwick Associates has established a proven record for delivering comprehensive insights and statistics assisting business and strategic decisions across the entire outdoor industry; from government agencies, industry associations and non-profit organizations, to affiliated businesses and manufacturers. Aside from custom market research, Southwick Associates also provides syndicated participation, media consumption and equipment purchase tracking studies utilizing their proprietary sportsmen panels.