Understanding consumer-created media synergy

Abstract

Research on media synergy has traditionally been based on estimates using the media purchases made by the marketer. Assumptions are, therefore, made by the marketer about how the various media interact. This paper argues that media synergy only occurs at the consumer media consumption level, that is it is the consumer who creates the interactions and thus, any synergy, not just the media forms. Although the media forms may be available, they do not interact until the consumer creates some type of interaction. Using a nationally projectable online sample of consumer-reported media usage in the USA, based on (a) the media forms consumed, (b) the amount of time spent with each consumed media form, (c) which accessed media forms are used in what combination, and (d) the reported influence of each media form on future purchases in eight broad product categories, we developed a new view of media synergy. From that, media relationships are estimated using factor analysis. From the extracted factors, estimations of consumer media interactions are made in six product categories using χ2 automatic interaction detection analysis. Unique media synergies are found in each product category and among each customer group studied.