It’s the end of Advertising Week in New York, an annual comfest where the industry gets together to make themselves feel better— or worse— about what is happening in the industry. Research presented by media agency OMD and Yahoo! and published in AdAge (the magazine, not the event)* revealed that U.S. consumers spend on average 9.5 hours with media every day, with overlapping TV watching, reading, radio, music and portable device listening and Web surfing becoming increasingly prevalent. The study doesn’t provide the details we crave here at Mobio. Typically, the data we like to see provides a break down by age and also shows substitution effects, where as internet viewing or gaming goes up, TV watching goes down and vice versa. One of the big findings here is that multi-tasking is the reality. The coveted 18-34 year-old demographic is almost always consuming multiple media at a time. This makes it hard for marketers to know whether their message is getting through to the end user they are targeting. Mobile is one of the few platforms that isn’t subject to the multi-tasking effect … making it that much more valuable to marketers. Marketers increasingly want to engage customers and prospects across three screens: television, online, and on mobile phones. And it’s only on mobile phones that the industry knows they have the target’s undivided attention.

Sources
You can view the study cited here*

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