According to a research media survey released in January, three fourths (75%) of consumers talk or channel surf during television advertising.
The Simultaneous Media Survey reports on the input of more than 15,000 people. The survey also concluded for consumers to keep up with the overflow of media options, they have no choice but to multitask with other media.
“Technology is creating new media options faster than most people can assimilate and is causing more multitasking,” Gary Drenik, President of BIGresearch, said. “Unfortunately for marketers faced with the challenges of an uncertain economy and the need to increase marketing ROI, new media options are impacting how consumers use traditional media.
“Specifically, TV’s influence on consumers to purchase products declined, whereas new media options such as web radio, satellite radio, instant messaging and blogging all increased,” he added. “Consumers seem to be seeking information from digital platforms while TV has traditionally been viewed as a brand building medium, which isn’t providing the requisite information.”
Despite the results, Bigresearch maintains that television advertising (including DRTV), infomercials and other traditional forms of media have not lost their overall influence. It may go without saying, but it remains more critical than ever that the advertising, no matter what the medium, is both timely and of value to the consumer.