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The most influential form of media is the oldest form of media, according to the ninth edition of the Simultaneous Media Usage Study, from BIGresearch.
Word-of-mouth is more influential than TV, print, or the web, according to the study. For automotive purchase decisions, for example, word-of-mouth was the single most influential source among 30.4 percent of respondents, writes MediaPost. No. 2 was broadcast TV. Electronics purchasers cited word-of-mouth as the top influencer to the tune of 42.6 percent, compared to 34.1 percent who ranked print journalism as their top influencer.
The study, based on a poll of 15,000 consumers, also found that consumers are generally not content to consume one form of media at a time.
More than two-thirds use other media while watching TV; 68 percent use other media while reading newspapers and 70.7 percent use other media while browsing online. Radio has the least amount of simultaneous media usage, with 56.4 percent, likely because a large percent of radio listening occurs in cars.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
PC Magazine will stop publishing a print edition with its January issue. The magazine will shift operations entirely online.
The magazine will be sent via email with a link to the current edition. It will continue to look like the…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Following an inability to agree with studios on payment for shows distributed online, the Screen Actors Guild has decided to pursue strike authorization from its members in a move the Alliance of Motion Pictures and Television Producers calls “bizarre.”
Should…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
