• by Jack Loechner , Staff Writer @mp_research, May 11, 2004

Survey Offers Road Map for Increased Advertising ROI

According to the recent Simultaneous Media Survey by BIGresearch, the just released report provides a road map for allocating media dollars for advertisers facing the television up front season.

"As each of the three previous SIMM surveys has shown consumers usage of media doesn't occur in discreet time frames," said Joe Pilotta, Ph.D., Vice President Research. "For example, when watching TV, 87.9% of consumers regularly or occasionally use other media, and during prime time (7-11pm), 59% of the consumers watching television are regularly or occasionally online."

The SIMM survey shows that prime time (7-11) is not just about television, since it is also the #1daypart for magazine reading, surfing the internet, and sending/receiving e-mail. And for the 20.6% of consumers who read magazines in prime time, 76.1% say they regularly or occasionally watch TV while reading.

"Clearly, the media planning and allocation models we are using today need to be re-thought. Shared attention, media multi-tasking and media synergy are issues that advertisers must consider before making massive commitments to any future media investments," said Don E. Schultz, Professor, Northwestern University.

For more information, please see www.bigresearch.com