An analysis of BIGresearch's Simultaneous Media Survey (SIMM VII) by Martin Block and Don Schultz of the Medill School at Northwestern University has lead to the discovery of eight unique media consumption clusters. The clusters will enable advertisers to better allocate dollars in the planning process for increased returns in the marketing campaigns.

"Since SIMM measures the consumption of 31 different medias, which are linked to marketplace consumption, we were able to develop a new triangulated communications allocation process which increases the probabilities of success for greater advertising ROI," said Martin Block, Ph.D.

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"Each of the clusters were developed from a factor analysis of these 3 unique media consumption characteristics: 1. Experiential Time, the consumption of media by day parts, 2. Simultaneity, the multitasking/overlapping of media consumption, and 3. Media Influence, the influence various medias have on purchase decisions by product categories. The clusters contain only media consumption data and are void of any demographic or geographic inputs," said Block.

"Most advertising ROI models only represent a scorecard of the past. We have developed a methodology and software that can be a planning tool, a communications tool, an intervention tool, and a predictive tool to help marketers' better effect the ROI of their campaigns," said Joe Pilotta, Ph.D., V.P. Research BIGresearch. "For example if advertisers were targeting consumers who shop at department stores for shoes, it is important to note that 65% of this group falls into 2 media clusters -- the Opportunity Minded or the Independents. Each group has unique media consumption behaviors. Opportunity Minded are more responsive to new medias such as email and internet while Independents are more likely to prefer satellite radio, web radio, blogging and video games," said Pilotta.

On 3/22 at the ARF National Conference, Pilotta will be presenting how the clusters can be integrated in the media planning process to increase advertising ROI. The session is titled "The Engagement Transformation."

The eight media consumption clusters are:

1. Old School - High mass media (TV, magazines, newspaper) influence and low in search media (online). Average overall media consumption and simultaneous usage.

2. Active Explorers - High promotion (inserts, coupons, direct) and search media influence. Average media consumption.

3. New Mediacs - Low mass media and promotional media influence. High electronics media consumption. Low print consumption.

4. Simultaneous Readers - Average overall media influence. High network simultaneous usage. High print consumption.

5. Independents - Average search media influence. Low media consumption.

6. Ravenous - High overall media influence. High network, print and electronic consumption.

7. Persuadables - High mass and search media influence. Average promotional media influence.

8. Opportunity Minded - High promotional influence. Average to low media consumption.