Yeah, I’m paying attention… what?

Via Mediapost, new research from market research firm BIGresearch:

Regular activities engaged in by viewers during TV commercials:

  • 41.2% channel-surf
  • 33.5% talk with others in the room or by phone
  • 30.2% mentally tune out [I’ve met them]
  • 5.5% regularly fully attend to commercials [I haven’t met them]

Rank ordering of activities engaged in by people while “using media”, in order of declining popularity:

  • Eating
  • Doing housework
  • Doing laundry
  • Cooking
  • Talking on phone

Top simultaneous media used when reading a newspaper are:

  • TV
  • Radio
  • Internet

Top simultaneous media used when listening to radio are:

  • “Engage in other activities”
  • Internet
  • Newspaper