Abstract:

The focus of this paper is to extend the BIGresearch Media Consumption model, connecting three key components: experiential time, simultaneous media usage and media influence on purchase decision. The outcome is a media planning model demonstrating eight unique media consumption clusters which cut across 31 different media. With recourse to demographics, the media consumption clusters were tied to product purchases, leisure time activities, future purchase intentions and retail channels. This third phase of research demonstrates the media synergies and their variations by product, day part and retail channels.