May 2009
The Video Consumer Mapping Study
The Video Consumer Mapping Study is the largest and most significant observational study of media activity ever undertaken. It is the first known source to document consumers’ media behavior across various screen media from a single sample, and to identify sole media use versus media multitasking.
The year-long, $3.5 million study confirms earlier research, but challenges a number of widely held beliefs:
- Which age group consumes the most screen time during their waking day?
- Who does the most media multitasking?
- Are younger viewers really shifting away from traditional TV toward online video?
- Which medium, TV, Computers, Print, or Audio, has the highest percentage of time spent as the sole medium being used? How does Live TV compare to the DVR playback, computer video, and mobile video?
- How much commercial time are TV viewers exposed to in a typical day?
- What impact does acquiring HDTV have on overall television usage?
The study was commissioned by the Council for Research Excellence (CRE), a Nielsen funded, but completely independent industry think tank, consisting of roughly 40 of the top senior research executives in the industry, and conducted by Ball State University’s Center for Media Design and Sequent Partners.
MODERATORS:
Craig Gugel – SVP, Media Analytics, The ARF
Mike Hess – EVP, Research, Marketing Science & Consumer Insights, Carat
PANELISTS:
Mike Bloxham – Director, Insight & Research, Center for Media Design Ball State University
Bill Moult – Founding Partner Sequent Partners
Mike Pardee – SVP, Research, Scripps Networks
Noreen Simmons – Director of Media Strategy & Operations, Unilever
Jim Spaeth – Founding Partner Sequent Partners