Don E. Schultz, Professor, Northwestern University.
prime time (7-11) is not just about television, since it is also the #1daypart for magazine reading, surfing the internet, and sending/receiving e-mail. And for the 20.6% of consumers who read magazines in prime time, 76.1% say they regularly or occasionally watch TV while reading.
“Clearly, the media planning and allocation models we are using today need to be re-thought. Shared attention, media multi-tasking and media synergy are issues that advertisers must consider before making massive commitments to any future media investments,”.