Consumers often use the Web consecutively or simultaneously with television, radio and other media, allowing it to offer significant support, according to a study by the Online Publishers Association. The research showed that the Web is a powerful tool for extending the reach of other media.
Consumers often use the Web consecutively or simultaneously with television, radio and other media, allowing it to offer significant support, according to a study by the Online Publishers Association. The research showed that the Web is a powerful tool for extending the reach of other media.
More specifically, the research found that the Web increased the reach of television by a remarkable 51 percent in the morning, 39 percent in the middle of the day, and 42 percent in the afternoon. With magazine advertising, the impact is even greater — the Web more than doubles the reach of magazines.
