[opendtv] Re: News: Survey Shows Media Multi-Tasking Impacting TV Viewing Most
- From: Tom Barry <trbarry@xxxxxxxxxxx>
- To: opendtv@xxxxxxxxxxxxx
- Date: Fri, 17 Dec 2004 18:59:32 -0500
Anyone aware of any studies that correlate the incidence of this type of
multi-tasking with the percentage of ad time in a show? I know I
personally tend to switch over to the web at commercial breaks. I do
that even when watching live on a PVR, to generate "Tivo slack".
But over the years the amount of minutes in commercials has slowly risen
and I was wondering if it was passing some attention threshold or
something.
- Tom
Craig Birkmaier wrote:
> 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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