Study Shows Online Engagement Growing As Print And TV Fade

A new study offers holiday cheer to Music 2.0  startups and needs to be heeded by music marketers. The study shows clearly that more ad dollars and marketing muscle should be spent online and less in traditional media. Surprisingly music magazines still also deserve a look.

• Viewers watching ads in online video are 47% more engaged than those watching TV
• People are 18% more engaged in ads online as opposed to print versions
• They are 15% more engaged in magazine articles online than in print
• People who visited sites 2-6 times a week are much more responsive to ads there than less frequent visitors
• For magazine readers, that the most engaging medium, but the size of the print media audience is declining.

This study by Simmons was based on 74,996 interviews with U.S. adults
ages 18-54 was conducted online and via telephone between October 2006
and September 2007.