• by Jack Loechner , Staff Writer @mp_research, January 28, 2008

Three Fourths of Consumers Channel Surf or Chat During TV Commercials

According to the BIGresearch latest Simultaneous Media Survey, the only way for people to keep up with the deluge of media options is to multitask with other media. Specifically, says Gary Drenik, President of BIGresearch, "TV's influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased.  Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn't providing the requisite information."

Media that can target, be timely, and deliver value to consumers, such as coupons/direct mail, radio, yellow pages, newspapers and newspaper inserts all increased in influence to purchase as consumers are looking to stretch budgets in a slowing economy.?More key findings from the study include:?

1.  Regular simultaneous media consumption for online, newspapers, magazines, radio, TV and direct mail is up from 1% to 35%, depending on the medium.

2.  Channel surfing remains the number one regular activity engaged in during TV commercials with 41.2% doing so followed by:

• 33.5% talk with others in the room or by phone
• 30.2% mentally tune out
• 5.5% regularly fully attend to commercials

3.  Eating continues to be the number one activity people engage in while using media followed by doing housework, doing laundry, cooking and talking on phone.

4.  Top simultaneous media used when reading a newspaper are:

• Watch TV
• Listen to the radio
• Go online

5.  For people listening to radio, the top three other media simultaneously used are:

• Engage in other activities
• Go online
• Read the newspaper

6.  Web radio usage is up in all dayparts.

7.  Cable is where most TV viewing takes place.

8.  The top three In-Store Promotions for influence of purchasing a product are:

• Product Samples
• Shelf Coupons
• Special Displays

9.  The top three Media for triggering an online search are:

• Magazines
• Reading an article on the product
• TV 

"Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media, " concludes Drenik 

More information is available from BIGresearch here.