New Study Finds Consumers’ Simultaneous Media Use on the Rise.

In response to the release of its most recent Simultaneous Media Usage Survey, BIGresearch is calling upon the media industry to think differently about consumers, and find new ways to measure its effectiveness in reaching them.

“The power lies with the consumers — they know how they’re going to spend their money,” said Gary Drenik, president of BIGresearch. “The industry needs to tap into that before those dollars are spent.”

The Simultaneous Media Usage Survey (SIMM), released, showed that, of those who say they go online while watching television, 94 percent regularly or occasionally tune out mentally when a commercial comes on. Similarly, 95 percent of those who read the newspaper while watching television mentally tune out commercials.

Further, a recent study from the Association of National Advertisers published by Advertising Age magazine, showed that the industry rated network television as being the worst at proving ROI and said “advertisers doubt the willingness of agencies, media sellers and marketing vendors to be held accountable for ROI.”

The solution for those trying to reach consumers: Plan for that disruption.

SIMM data allows advertisers and media planners to identify which media platforms consumers use in tandem — newspapers, TV, radio, Internet, instant messaging, cell phones, PDAs, PVRs, etc. — and when they use them. It also tracks a target audience’s shopping habits and allows media professionals to create plans that reach that audience on each medium.

A program built to reach that consumer, then, must be measured in relational terms rather than in linear ones. Says Drenik: “Simultaneous media usage goes beyond media mix and identifies synergies of media. The new paradigm for savvy media professionals requires an extensive consumer knowledge base, which SIMM provides.”

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