The US study revealed that, of those who say they go online while watching television, 94% regularly or occasionally switch off mentally when a commercial comes on. By the same token, 95% of those who read the newspaper while watching television mentally tune out commercials.
In a previous BIGresearch survey, over 68% of respondents said they regularly or occasionally used more than one medium at the same time (see Simultaneous Media Usage Becoming The Norm).
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 effectiveness of TV advertising is under the spotlight as never before. According to a recent survey of top US marketers, network TV is considered the worst medium for proving return on investment (see Network TV Fails To Deliver Proof Of ROI, Says Study).
