Nationals: Can Newspapers Get More?
By AAN Staff
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.