Media synergy comes of age Part I

The research reported in this paper, which is part 1 of a two-part paper, is a follow-on to the Schultz paper (JDDDMP (2006) Vol. 8, No. 1. pp. 13-19), in which the subject of media synergy was raised. In this study, the concepts identified in the original paper have been extended using data from the SIMM (Simultaneous Media Usage) database, which has been collected in the United States since 2002. Four consumer media usage and impact variables are used in the analysis: (a) the amount of time spent with each of the 31 media forms gathered in the studies, (b) what media forms were used and in what combinations (simultaneous usage), (c) the impact of the media forms in each of the eight product categories and (d) consumer-reported intent to purchase in a product category in coming periods. Using CHAID analysis, the key media forms were identified for each of the three product categories: computers, automobiles and visit a fast food restaurant. This research is an important step in the actual determination of media synergy that can be used by media planners and buyers.