Study: Consumer Media Usage Higher Than Traditional Research Indicates

february 26, 2004  08:30 am
An important new study based on a rarely done, but highly regarded form of media research - direct observation of media consumers - is raising new doubts about the veracity of conventional forms of audience measurement, and is providing new ammunition for proponents of new methods, especially Aribtron's portable people meters. The study, which was released Wednesday by Ball State University's Center For Media Design, also suggests planners and buyers may be grossly misallocating advertising budgets across the media mix based on actual media consumption patterns.