NEW YORK: A study by BIGresearch and the US based Centre for Media Research concludes that the growth of simultaneous media usage should have direct impact on the allocation of advertiser media dollars, since (a) one message becomes background or (b) both messages pass one through the other. The study provides insight into strategic media buying based on significant findings of simultaneous media users.

A release says that the study was precipitated by the early stage media planning objective of reaching the most attractive audience at the most reasonable cost; but that each media form was to be identified, planned and measured in isolation. Previously, frequency research assumed discrete viewing, reading or listening. Duplication research assumed there were multi-media exposures but always at a different time.

The questions addressed in the study suggest that media allocation should be based on some of the following issues:

* Which media have the most power in simultaneous use?
* Which areas of interest command the most attention during simultaneous usage?
* Are there social/cultural differences in receptivity to simultaneous media use?
* What type of messages and length are most viable during simultaneous media use?
* Which media/and messages are more powerful with simultaneous usage?

Some of the BIGresearch findings, while focusing on the questions of developing a model for media planning when there is simultaneous media usage, show that:

* 32.7 per cent of males and 36.4 per cent of females regularly watch TV when they go online.
* 23.8 per cent of males and 29.1 per cent of females regularly go on online when they are watching TV.
* 16.8 per cent of males and 22.2 per cent of females regularly watch TV when they read the mail.

If "occasional" simultaneous usage is included, an excess of 50 per cent of males and females are engaged in simultaneous media usage at any given time. While engaged in simultaneous media usage, 51.1 per cent of respondents indicated they pay attention to one medium more than other(s) and 32.9 per cent said they attend to each media equally at the same time.

Time spent with media for TV/cable, radio, Internet, newspaper, magazines and direct mail usage is over 10 hours per day in the sample audience. The following are some findings:

When asked when you watch TV and a commercial comes on, what do you do?

* 15.3 per cent of population regularly leave the room
* 30.2 per cent of population regularly mentally tune out
* 30.1 per cent of population regularly watch, but not with full attention
* 30.8 per cent of population regularly channel surf
* 32.4 per cent of population regularly talk with others in the room or on phone

When asked, "When you read, see, or hear an ad, which influences your purchasing decision?",

* 56.2 per cent of population indicated that the ad made them think about how the product would be useful. (52.3 per cent males, 59.8 per cent females)
* 30.9 per cent (28.2 per cent males, 33.4 per cent female) indicating they related to the brand in the ad.

When asked, "How important are the following media in influencing your purchase decisions?",

* word of mouth was first with 36.5 per cent of the responses
coupons were second with 23.1 per cent
* third was in-store promotion with 15.1 per cent
TV/cable was fourth with 14.3 per cent.