Primetime No Longer Just For TV.

Primetime used to be associated with television viewing but for marketers interested in increasing the return of their advertising (ROI) just released information from BIGresearch’s newest Simultaneous Media Study (SIMM) shows otherwise. One of the unique findings from the second Simultaneous Media Study identifies the value of the magazine reading in comparison to T.V. value during simultaneous usage in primetime.

“With over 68% of the people saying they engage in simultaneous media usage its important that advertisers understand the effect this could have on ad effectiveness” said Dr. Joe Pilotta, VP Research of BIGresearch and the author of the study along with Dr. Don Schultz of Agora Inc.

“For those advertisers who buy Primetime television it’s important to note that almost 50% of the people who watch said they regularly or occasionally read magazines while watching” said Pilotta “In addition-those people who said they read magazines during primetime tend to be highly educated with 36% having a bachelors degree or post graduate study or degree. However, only 7.6% of primetime magazine readers say they fully attend to commercials when watching television, which is unfortunate since 77.1% say they regularly or occasionally simultaneously watch T.V. (when reading)” said Pilotta.

The study points out the need to understand real world media usage from the consumers’ experience in developing media plans…which today means understanding simultaneous media usage.

“Magazine publishers could utilize SIMM to help advertisers understand the potential erosion of impact an advertisement may have as a result of the intermittent engagements of various consumer groups with a particular medium. This knowledge can lead to more effective media planning to target of audiences and achieve greater ad ROI” said Pilotta.

For more information at http://www.bigresearch.com