Abstract:

A theoretical media consumption rather than a media distribution model was proposed at the ESOMAR 2004 WAM conference to provide understanding of how media advertising 'works' in the 21st century. This paper reports on how the model was populated with data from the Fall 2004 SIMM™ Study (SIMmultaneous Media). The authors demonstrate the model can be populated, and provide new learnings on cross-and- simultaneous media usage and consumption. How 'foreground' and 'background' media can be identified is also demonstrated. A clustering model of audience media consumption suggests radically different methods of media planning going forward. Steps for the future of media planning summarize the next research initiatives.