Mass Media Displacement and Saturation

This study addresses the contradiction between the theoretical displacement of incumbent media by new media versus empirical evidence of rising consumption of both new and incumbent media. By analyzing 4 years of biannual daypart media consumption surveys, this research reveals trends in the consumer use of advertiser-supported media in the United States. Large gains were seen in new media, such as Internet and e-mail, whereas incumbent media such as television, radio, newspapers, and magazines held steady or grew in core dayparts. The differential rates of change, with new media growing at twice the rate of incumbent media, created an overall increase in the consumption of ad-supported media. Implications for the displacement hypothesis, media saturation, simultaneous media consumption, and media management are discussed.