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...