(Length: 12 pages)

March 30, 2006

Who Has A Cross-Channel Media Audience?

Special Interest Brands Lead In Reaching Consumers Offline And Online

by Brian Haven

with Chris Charron, Sally M. Cohen

Executive Summary (This is a document excerpt)

As more consumers seek out content from the Web — nearly 73 million US households have Internet connections, 31 million of them broadband — media brands that fail to reach consumers via more than one channel run the risk of becoming obsolete. Special interest brands like The Weather Channel, ESPN, and Food Network are most successful in reaching consumers offline and online. Among youth, specifically, sports brands have the strongest cross-channel presence.

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