Take "Multi-tasking" off the resume…

I recently saw a presentation that suggested the average person consumes 46 hours worth of media in one day.  Considering we sleep for about 8 (me only about 3), that is about 2 3/4 hours of media consumption for every hour awake.

As I pondered this, I saw some ads on yahoo, while listening to the radio, then looked over to Dundas square and saw a bunch of outdoor ads…and as i look around more closely, I see the back cover of a magazine, a banner on a newspaper, a broadcast calendar from CTV, and a mug from the Hockey News.  In that 2 minutes, I may have met my quota and its time for a nap.

But, coming out of the US is a study that says we don’t multitask as much as you might think.  According to AdAge:

Attention level varies
Specifically, 55% of newspaper reading in an average day is exclusive, as is 53.8% of internet usage, 53.6% of magazine reading and 49.4% of TV viewing. Radio, as could be expected, yielded only a 28.3% exclusivity rating.

TV viewers distracted
The MediaDay results also suggested that when more than one medium is used simultaneously in the home, it is typically TV and another medium: 19% of at-home magazine reading is done while watching TV; 17.4% of internet usage is done while watching TV; and 15.3% of at-home newspaper reading is done while watching TV.

In reality, we do all that stuff, but what really sinks in?  I would like to ask that the next Neuroplanning model consider multi-media.  FYI - I don’t remember a single ad from all of the 8 hours of media I was exposed to in the last 15 minutes…