The Rise of ‘Ungettables’

Summary: As media choice continues to rise, it is only natural that some choices fall from consumers’ radars. We cannot expect consumers to dabble in every single media channel; the effort needed would outweigh any advantage of doing so.

Therefore, as many brands continue their media strategy, some consumers may fall through the cracks.

Meet the “Ungettables.” These “Ungettables” are a group that intentionally avoids mainstream media. According to the data, nearly 30.1% of them would consider giving up TV altogether.