Cracking the Cross-Media Code: How to Use Single-Source Measures to Examine Media Cannibalization and Convergence

Glenn Enoch and Kelly Johnson

ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage.

Cracking the Cross-Media Code: How to Use Single-Source Measures to Examine Media Cannibalization and Convergence

Glenn Enoch and Kelly Johnson

ESPN

INTRODUCTON

The media community faces many challenges as consumers adopt new media behaviors. A few starters:

  • Who is engaging in digital media?
  • How much has behavior really changed in the past few years?
  • Is there such a thing as “cannibalization,” or can new media and traditional media coexist?
  • Is the consumer’s attention so divided by media multitasking that ad effectiveness is compromised?
  • Do we need new metrics to measure this new behavior?
  • Is media use a zero-sum...

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