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BIGresearch
Study Finds Simultaneous Media Usage Makes Traditional Media Planning Passe
COLUMBUS-November 21, 2002--- A new study from BIGresearch of
over 7,800 consumers found 50% of the population is engaging in
simultaneous media usage. The
findings undermine traditional media planning which tends to view media
usage in silos. For large
national advertisers, this information could be the silver bullet for
increasing effectiveness of media allocations and brand communication ROI.
"With the economy and corporate profits sagging and no
end in sight, the SIM study could provide a real world view for increasing
the return on ad expenditures", said Dr. Joe Pilotta, VP research for
BIGresearch and a co-author of the study along with Dr. Don Schultz of
Agora Inc. "The implications of the research bring into question media
planning concepts which assume the individuals or households making up the
audience are absorbed by or at least are attending to individual media
forms during time of exposure.
As a result, untold millions of ad dollars may be wasted and ad ROI
diminished greatly", Pilotta said.
"Media allocation, to be effective, must recognize that
simultaneous media usage by day parts creates a situation of foreground and
background exposure and thus results in some type of combination message
effect. Media allocation must
recognize this pattern and accommodate it. It is not enough to view impact based upon old measures
of reach and frequency because they don't account for simultaneity. Our media planning concepts are out
of date and need to be rethought, reorganized, and redesigned", said
Dr. Don Schultz.
Some of the other findings from the study include:
Select Findings:
·
59.8% of males & 67.2% of females watch TV when they go
online.*
·
69.3% of males & 76.0% of females while online have the TV
on.*
·
50.7% of males & 52.0% of females read magazines when they
have the radio on.*
·
53.4% of males & 58.7% of females watch TV when they read
the newspaper.*
·
50.4% of males & 60.0% of females watch TV when they read
magazines.*
·
66.7% of males & 74.3% of females read the newspaper while
they have the TV on.*
* Percentages are
Regularly plus Occasionally
·
On an average day, 135% of the population watches TV, goes
online, and reads magazines from 7pm-11pm.
·
In determining food purchases, the mediums of choice are:(a)
69% of population are from word of mouth, (b) 53.1% are from in-store
promotions, and (c) 52.5% are from reading an article.
Copies of the White Paper are available at: http://www.bigresearch.com/
About Agora Inc.:
Don Schultz is President of Agora, Inc. a consulting firm
located in Evanston, Illinois.
The "father of integrated marketing", Chair Emeritus of
the Medill School of Northwestern.
Eminent Professor, Consultant and Author of Integrated Marketing and
Measuring Brand Communication.
International speaker recognized for his work in the financial
impact of marketing and advertising.
About BIGresearch:
BIGresearch is a consumer market intelligence firm. BIGresearch's syndicated Consumer
Intentions and Actions(TM) survey monitors the pulse of over 7,000
consumers each month and provides unique insights for anticipating and
identifying opportunities in today's changing marketplace. Complimentary top line findings are
available at http://www.bigresearch.com/.
Contact: BIGresearch
Phil Rist
Phone: 614-846-0146
Fax: 614-846-0156
E-Mail: phil@bigresearch.com
Website: www.bigresearch.com
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