Rubbing Your Belly and Patting Your Head Simultaneously A study by BIGresearch provides insight into strategic media buying based on significant findings of simultaneous media users.
The report concludes that the growth of simultaneous media usage should have direct impact on the allocation of advertiser media dollars, since (a) one message becomes background or (b) both messages
pass one through the other.
Questions addressed in the study suggest that media allocation should be based on some of the following issues:
Which media have the most power in simultaneous
use? Which areas of interest command the most attention during simultaneous usage? Are there social/cultural differences in receptivity to simultaneous media use? What type of messages
and length are most viable during simultaneous media use? Which media/and messages are more powerful with simultaneous usage? The study was precipitated by the early stage media planning
objective of reaching the most attractive audience at the most reasonable cost, but that each media form was to be identified, planned and measured in isolation. Previously, frequency research assumed
discrete viewing, reading or listening. Duplication research assumed there were multi-media exposures but always at a different time.
Some of the BIGresearch findings, while focusing on the
question of developing a model for media planning when there is simultaneous media usage, show that:
32.7% of males and 36.4% of females regularly watch TV when they go online. 23.8% of
males and 29.1% of females regularly go on online when they are watching TV. 16.8% of males and 22.2% of females regularly watch TV when they read the mail. If "occasional" simultaneous
usage is included, an excess of 50% of males and females are engaged in simultaneous media usage at any given time. While engaged in simultaneous media usage, 51.1% of respondents indicated they pay
attention to one medium more than other(s) and 32.9% said they attend to each media equally at the same time.
Time spent with media for TV/cable, radio, Internet, newspaper, magazines and direct
mail usage is over 10 hours per day in the sample audience.
When asked when you watch TV and a commercial comes on, what do you do?
- 15.3% of population regularly leave the room
- 30.2% of population regularly mentally tune out
- 30.1% of population regularly watch, but not with full attention
- 30.8% of population regularly channel surf
- 32.4% of
population regularly talk with others in the room or on phone
When asked, "When you read, see, or hear an ad, which influences your purchasing decision?",
- 56.2% of population
indicated that the ad made them think about how the product would be useful. (52.3% males, 59.8% females)
- 30.9% (28.2% males, 33.4% female) indicating they related to the brand in the ad.
When asked, "How important are the following media in influencing your purchase decisions?",
- word of mouth was first with 36.5% of the responses
- coupons were second with 23.1%
- third was in-store promotion with 15.1%
- TV/cable was fourth with 14.3%.
For the complete study, contact info@bigresearch.com