Future of Advertising

Wharton SEI Center’s Future of Advertising Project and Empirical Generalizations Conference

RE: Mike Bloxham, Mike Holmes

Empirical Findings – less than one-third of the consumer’s day is spent in a “media only” condition.

More than half of all media exposure occurs concurrently with a non-media life activity, such as eating, change a diaper, etc.

Mike presented a very rich chart on simultaneous media usage which described how media become primary and secondary.  An interesting example is TV. When it’s a primary medium, it dominates consumption. But when another medium is added, TV takes on a secondary role, becoming a background medium. The switch from foreground to background has implications for advertising.