Simultaneous Media Experience and Synesthesia

Joseph J. Pilotta and Don Schultz

Journal of Advertising Research, 2005, vol. 45, issue 01, pages 19-26

Abstract: The findings demonstrate that simultaneous media usage is a fact, undermining typical media measurements done in isolated environments that neglect the everyday patterns of media users. More importantly, the simultaneous media experience points to the concept of synesthesia as an experiential integrator of differing sensory fields. The experience of simultaneous media foreground background relationship needs to be incorporated into the media planning and allocation mix if we are to actually address the consumers media experience with multitasking.

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