BIGresearch's Newest Simultaneous Media Survey
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COLUMBUS, OH -- (MARKET WIRE) -- 1/17/2005 -- The allocation of ad dollars, based upon which media consumers say influence their purchase behavior, may result in an increased ROI in ad dollars, according to the latest Simultaneous Media Survey (SIMM) from BIGresearch. The latest Simultaneous Media Survey (SIMM V), which interviewed over 14,000 consumers, indicated Simultaneous Media consumption is increasing. As a result of simultaneous media usage, TV viewing has declined by 2.5% since SIMM IV. Although broadcast TV has long been thought of as one of the most influential media, most consumers indicated that they are not as influenced by TV advertising. "Marketers have acknowledged that the consumer is boss and needs to be the center of marketing plans. Therefore, the consumer's determination of which media most influences their purchases, is a basic building block for increased advertising ROI," said Joe Pilotta, PhD., V.P. Research for BIGresearch. "Marketers have relied upon abstract ROI and optimization models as surrogates for real consumers' media behavior. SIMM relies on real consumers to determine the value of each media for their purchasing decisions," said Pilotta. "If consumers are not receptive to a media, blanket exposures cannot make it influential," said Pilotta. BIGresearch has collaborated with Don Schultz and Martin Block of Northwestern University's Medill School IMC to develop an Influence and Simultaneous Media Consumption System for media planning. The media which influences consumers purchasing for the following product categories:
BIGresearch pioneered the simultaneous measurement of media. Each study measures respondents' consumption of 28 different media, which can be aligned with retail store shopping behaviors, product consumption and media influence. About BIGresearch BIGresearch is a market intelligence firm providing analysis of consumer behavior in areas of retail, politics, and media. The syndicated Simultaneous Media Usage Survey (SIMM) monitors more than 10,000 consumers twice each year to identify opportunities in a fragmented and changing marketplace including the media. BIGresearch's methodology provides the most accurate consumer
information in the industry with a margin of error 1 percent.
Complimentary findings are available at www.bigresearch.com Contact: Phil Rist BIGresearch Corporate Hill, Suite 205 100 Old Wilson Bridge Road Worthington, Ohio 43085 (614) 846-0146 phil@bigresearch.com www.bigresearch.com |