[opendtv] News: Survey Shows Media Multi-Tasking Impacting TV Viewing Most
- From: Craig Birkmaier <craig@xxxxxxxxx>
- To: OpenDTV Mail List <opendtv@xxxxxxxxxxxxx>
- Date: Fri, 17 Dec 2004 08:10:19 -0500
Via Radio Ink
BIGresearch Survey Shows Media Multi-Tasking Impacting TV Viewing Most
The latest Simultaneous Media Usage Survey (SIMM V) indicates that
the simultaneous consumption of media is continuing and television
appears to be the medium most consumed along with other media.
"The old model of the family sitting down to be entertained by the
three major networks ceased to exist long ago. Today primetime isn't
just for TV. Consumers are just as likely to go online, read a
magazine, newspaper or their mail, thumb through a catalogue, play
video games or watch TV in various combinations of simultaneity which
has resulted in a decline of time spent with TV (- 2.5%)," said Joe
Pilotta, PhD, V.P. Research, BIGresearch. "Most models used by
marketers substitute scanner or product movement data for consumer
purchase and media consumption and as a result are unable to account
for the impact simultaneous media usage has on their advertising
ROI," said Pilotta.
Some of the key findings from the study include:
When watching TV, 66.3% regularly or occasionally read the mail.
When watching TV, 60.1% regularly or occasionally go online.
When watching TV, 55.0% regularly or occasionally read the newspaper.
When watching TV, 51.8% regularly or occasionally read magazines.
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