Nationals: Can Newspapers Get More?

october 29, 2003  09:33 am
These are tough times for national marketers. Pressure to demonstrate a return on their media spending is huge. Yet research shows that half the population uses more than one medium at a time, suggesting that marketers may be wasting ad dollars on people who aren't fully engaged in one medium. According to a new Simultaneous Media Usage Survey by BIGresearch in Columbus, Ohio, 94% of people who say they go online while watching TV regularly, or occasionally, tune out mentally when a commercial comes on.