Abstract:

This paper investigates the phenomenon of media multiplexing whereby people consume small amounts of media content and then switch to another media channel. A profile of the differences in media multiplexing among a number of demographic groups is followed by an examination of the relationship between media multiplexing and media involvement. A look at the role of the Internet and how it relates to media multiplexing is also provided as well as a brief look at how advertising receptivity and media multiplexing intersect.