Cannabis consumers have been branded with a scatterbrained, lazy stereotype for years, and are often shown parked in front of a TV. Yes, cannabis lovers watch television—just as most people do—but it turns out we’re a highly engaged TV audience who want accurate representations of cannabis-consuming characters. New York-based media consultants Miner & Co. Studio recently polled 800 cannabis consumers in legal states to discover more about their television and cannabis habits.
I found a few of their results—published in a study titled “TV and the New Cannabis Consumer”—particularly interesting.
We’re tired of the stoner stereotypes:
- 76% of respondents think a character consuming cannabis on screen should be as normal as consuming alcohol.
- 4 in 5 respondents are more likely to watch programs featuring cannabis consumers portrayed in a positive light.
- 72% of respondents believe “too many TV shows portray cannabis consumers as stereotypical silly and forgetful stoners.”
Cannabis consumers are highly engaged television viewers:
- 86% of respondents think cannabis elevates the TV-watching
- 6 in 10 respondents make purchases while watching TV stoned (“shows, full seasons and movies.”)
- 77% of respondents “are more likely to let commercials play” than fast-forward through them.
In-home TV purchases are rare nowadays thanks to streaming services, and it seems like no one actually watches ads anymore—I mean, why would you? Advertisers should note these interesting revelations; we’re here, we love weed, we buy media content and pay attention to ads. If we had more accurate representation in shows—no more forgetful, unreliable weirdos—we’ll be more likely to watch your shows, and hence, pay attention to your ads. Follow the money!
About Miner & Co. Studio
Miner & Co. Studio, a strategic research agency with a history of providing audience insights to guide TV network strategy and TV series development, has for the past few years played an impactful role in helping mass media and brands across industries gain a deeper understanding of the rapidly evolving cannabis consumer landscape. For more information, please visit www.minerandcostudio.com.