Cracking the Cross-Media Code

ABSTRACT ESPN Research + Analytics has developed seven basic concepts of cross-media research and behavior by examining behavioral cells of users and usage. They found that the heavier user of one medium tends to be a heavier user of other media. Crossmedia usage is not a zero-sum game—rather, the media pie is growing because of “new markets of time.” While earlier speculation focused on convergence, time spent using more than one medium at a time is limited. Media users are using different media platforms at different times and in different places for different purposes—the best available screen for their location.