For Consumer Product Strategy Professionals

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	May 22, 2007 Media Consumption Patterns Online Vies with TV as Primary Medium by David Card with Emily Riley, Zia Daniell Wigder

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Executive Summary

Advertisers must pay attention to consumption of media in the fragmented, long-tailed, three-screen, and multimedia modern world.

Key Questions

• How do consumers divide their time spent on media?
• Which media are losing out to the online category?

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