http://business.bostonherald.com/businessNews/view.bg?articleid=142672
Study: Online media reach tops at work
By Jesse Noyes
Thursday, June 8, 2006 - Updated: 03:50 AM EST
If there was any doubt before, it should be cleared up now.
The Online Publishers Association is presenting a new study this morning in Boston that shows the Web has become a dominant medium - rivaling television, radio and print in reaching consumers.
The OPA is briefing a mix of advertisers, broadcasters and publishers this morning at the Four Seasons Hotel on the details of a study conducted by Ball State University.
The study showed online media reach was the biggest player when it came to reaching people during work hours, with an over 54 percent reach rate compared to TV's 21 percent.
"The reach of online on its own ranks number one at work across all demos," said Pam Horan, the OPA's president.
The Web finished second behind TV for at-home reach.
The study also showed a disconnect between advertising dollars being spent online and the amount of time consumers spend on the Web. The Internet accounts for 17 percent of the average person's media consumption, but advertisers only dedicated 8 percent of their media buys to online efforts last year, according to the study.
The OPA said the success of the Web isn't necessarily for traditional media outlets. Instead, the study said the Internet can boost reach for TV, print and radio companies. For instance, the Web increased the reach of TV by 51 percent in the morning, 39 percent in the middle of the day and 42 percent in the afternoon.
In addition, the study found that 16 percent of all Web use occurs while people are watching TV.
The study was conducted by researchers who trailed 350 participants tracking their media habits every 15 seconds for an average of 13 hours.
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