This should come as no big surprise, but The Simultaneous Media Usage Survey conducted by BIGresearch found that of the 12,030 surveyed who say they go online while watching television, 94 percent
regularly or occasionally tune out mentally when a commercial comes on. Similarly, 95 percent of those who read the newspaper while watching television mentally tune out commercials. Their solution
for those trying to reach consumers? Plan for that disruption. SIMM data allows advertisers and media planners to identify which media platforms consumers use in tandem -- newspapers, TV, radio,
Internet, instant messaging, cell phones, PDAs, PVRs, etc. -- and when they use them. It also tracks a target audience's shopping habits and allows media professionals to create plans that reach that
audience on each medium.
