Premise #1: The more sociable someone is, the less traditional media they consume.
Outgoing people watch less TV, read the paper less, and spend less time online at home, because they are out with their friends more often.
Premise #2: The more people someone is with, the less likely they are to pay attention to ads.
When sociable people are out with friends, they aren’t looking at billboards, listening to radio ads, or watching theatre ads before the movie (all media that media planners insist reach active, outgoing people). Social people are paying attention to their friends, or messing around with their cell phone. Though washroom ads and mobile ads might still reach them. Maybe.
If you agree with these two premises, then it follows that traditional advertising tends to reach lonely people more often. It makes it worth considering a lonely skew to the target audience when briefing and concepting for traditional campaigns.
Advertising often gets knocked for creating need in people. I think that’s backwards. Needy people are more likely to be exposed to advertising. And in a way, traditional advertising and lonely people are alike. Both passively put themselves out there – “here I am, world, I hope you like me” – and both are often ignored.
Then social media came along. Finally, a medium that sociable people use. But to reach them in social media, you’ve got to be equally sociable.