• by Jack Loechner , Staff Writer @mp_research, October 13, 2002

Simultaneous Media Usage By Consumers May Change Ad Approach

Americans have become well known for their ability to multitask. A new study, by BIGresearch, has found that Americans have begun multitasking in a new arena - media. The study, which measures simultaneous media usage (when consumers use a primary media source while a secondary source is in use), may change how marketers reach their target audiences. According to the Simultaneous Media Usage Study, roughly half of consumers engage in simultaneous media usage.

"Today's consumers are hearing overlapping messages from advertisers," said RAMA (The Retail Advertising & Marketing Association) President Tom Holliday. "If consumers are watching television while surfing the net, it becomes increasingly difficult for marketers to know how to craft a message and reach their customers. It also creates new dilemmas for media planners and buyers. Simultaneous media usage changes all the rules."

Study results included information such as:

- 59.8% of males and 67.2% of females watch TV when they go online

- 69.3% of males and 76.0% of females have the TV on while online

- 50.7% of males and 52.0% of females read magazines when they have the radio on

- 53.4% of males and 58.7% of females watch TV when they read the newspaper

- 50.4% of males and 60.0% of females watch TV when they read magazines

- 66.7% of males and 74.3% of females read the newspaper while they have the TV on

"Today's fragmented media environment is characterized by an exploding number of media alternatives vying for peoples' time," said Dr. Joe Pilotta, Vice President, BIGresearch. "Unfortunately, people still have only 24 hours in a day, which has necessitated their need to simultaneously use the media in order to keep pace."

More information about The Retail Advertising & Marketing Association can be found at www.rama-nrf.org. For study information, contact krugmans@nrf.com or tolleye@nrf.com