Results from the Simultaneous Media Usage Survey (SIMM V) show television viewing to be down in the US, due to the consumption of more than one media at the same time. This phenomenon is continuing to grow, with TV appearing to be the medium most consumed alongside other media.
Online market intelligence and internet market research provider, BIGresearch has issued the latest survey results, stating that television viewing is estimated to be down, by 2.5%, as a direct result of multi-tasking.
Two-thirds of TV viewers claim to regularly or occasionally read their mail at the same time, while 60% also go online. 55% read the newspaper while simultaneously watching television and 52% read magazines.
The research implies that marketers may face some challenges ahead in terms of the models many are using to communicate with their consumers.
Joe Pilotta, PHD, V.P. Research at BIGresearch said: “The old model of the family sitting down to be entertained by the three major networks ceased to exist long ago. Today primetime isn’t just for TV.”
He continued: “Consumers are just as likely to go online, read a magazine, newspaper or their mail, thumb through a catalogue, play video games or watch TV in combinations of simultaneity which has resulted in a decline of 2.5% of time spent with TV.”
Pilotta added: “Most models used by marketers substitute scanner or product movement data for consumer purchase and media consumption and as a result are unable to account for the impact simultaneous media usage has on their advertising ROI”.
The survey, covering over 12,000 consumers and conducted twice a year, follows Merrill Lynch’s lowering of its TV broadcast networks forecast in December of last year, to a flat 0%, from the 3% growth predicted in November 2004(see Merrill Lynch Conservative In US Ad Forecasts).
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