The document analyzes media consumption habits across several Latin American countries and the United States. It shows that internet usage, especially for social media, surfing, and email, has become the top media activity replacing TV for many. It also illustrates how people now simultaneously engage with multiple screens where they split their attention between web browsing and TV watching. Additionally, it demonstrates how different media influence each other as people discuss TV shows online, do research about products from commercials, or make purchases based on things they see on television programs.

2. Consumercast:
the
age
of
media
spreadable
around
consumer
needs

3. Media
Consump&on
Consumo
mídia
durante
a
semana
Argen&na
Brazil
Chile
Colômbia
Spain
México
Peru
US
Sample
(600)
(1000)
(600)
(600)
(1000)
(1000)
(600)
(1200)
TOP
3
BOX
%
%
%
%
%
%
%
%
(at
least
1
hour/day)
• Internet
(surfing,
general
news,
70
68
71
74
62
69
71
66
vídeo,
etc.)
• Internet
(social
networks
/
66
69
71
69
44
65
70
50
blogs)
• Internet
(email,
instant
67
67
73
74
53
69
72
59
messaging,
etc)
• Watching
TV
(Broadcast)
54
51
52
53
59
50
58
61
• Listening
radio
(not
online)
50
41
55
54
39
49
52
42
• Watching
Cable
TV
42
47
48
53
20
45
41
41
• Using
Mobile
/
Smartphone
/
33
28
34
34
23
37
35
39
Tablet
for
email/messages
• Using
Mobile
/
Smartphone
/
Tablet
for
social
networks
/
28
26
35
33
20
34
34
34
blogs
• Using
Mobile
/
Smartphone
/
Tablet
for
surfing
/
general
23
25
30
28
20
32
34
38
news,
videos,
etc
• Reading
newspapers
(print)
20
21
24
21
17
16
24
21
• Reading
magazines
(print)
15
18
15
16
9
15
18
20
Frequency
scale:
More
than
4
hours/day;
Between
2
to
4
hours/day;
Between
1
to
2
hours/day;
less
than
1
hour
daily;
zero
Source: Terra Digital (Ipsos)

4. Consumercast
>
Broadcast
screens
Source: Nielsen (US consumers)

5. Media
usage
and
aLen&on
felevisão
Acesso
a
Internet
simultâneo
à tocus
Simultaneous
use:
Web
and
TV
Main
aLen&on
focus
35
16
11
10
55
37
8
34
17
11
9
49
44
7
33
19
14
6
48
46
6
33
24
16
9
49
44
7
33
25
15
16
57
35
8
33
21
17
9
55
37
8
37
21
13
7
50
42
8
35
22
7
8
53
39
8
Always
Almost
always
I
pay
more
a^enon
to
the
web
Somemes
Seldom
I
pay
the
same
a^enon
to
both
Never
I
pay
more
a^enon
to
TV
Sample:
ArgenAna
(600)
/
Brasil
(1000)
/
Chile
(600)
/
Colômbia
(600)
/
Base:
usage
of
Web
and
TV
at
same
Ame:
ArgenAna
(539)
/
Brasil
(914)
/
Espanha
(1000)
/
México
(1000)
/
Peru
(600)
/
US
(1200)
Chile
(563)
/
Colômbia
(544)
/
Espanha
(844)
/
México
(912)
/
Peru
(557)
/
US
(1109)
Source: Terra Digital (Ipsos)

7. Potential audience outside TV schedule
Fonte: Poltrack e Bowen, “The Future is now”, Journal of Advertising Research, June 2011

9. Thousands
1.000
1.500
2.000
2.500
3.000
0
500
sex
09/jun
sáb
10/jun
dom
11/jun
seg
12/jun
ter
13/jun
qua
14/jun
qui
15/jun
sex
16/jun
South Africa 2010
sáb
17/jun
dom
18/jun
seg
19/jun
ter
20/jun
qua
21/jun
qui
22/jun
sex
23/jun
sáb
24/jun
dom
25/jun
matchs at Rede Bandeirantes on 6 days
seg
26/jun
ter
27/jun
qua
28/jun
qui
29/jun
sex
30/jun
sáb
01/jul
dom
02/jul
seg
03/jul
ter
04/jul
qua
05/jul
qui
06/jul
sex
07/jul
sáb
08/jul
dom
09/jul
seg
10/jul
ter
11/jul
In 2010, the World Cup section at Terra had more audience than the
Terra
Pico
Band
Source: Omniture, PNT IBOPE

10. Streamings
London
2012
(computers)

11. London
2012:
Connected
TV
streamings
27/jul
28/jul
29/jul
30/jul
31/jul
01/ago
02/ago
03/ago
04/ago
05/ago
06/ago
07/ago
08/ago
09/ago
10/ago
11/ago
12/ago
Fim
de
Fim
de
Fim
de
semana
semana
semana
Source: Omniture

12. One
media
powers
the
other
14
35
19
38
15
41
Research
for
TV
Guide
23
Comments
on
social
networks
about
the
38
or
crics
about
the
16
program
22
program
18
43
18
47
25
26
8
31
15
10
34
Buy
products
that
12
34
appeared
on
TV
7
Research
products
that
appear
on
the
34
program
/
commercial
7
program/commercials
26
10
29
20
36
28
44
41
16
42
19
None
of
the
above
/
40
18
other
54
39
25
Visit
the
program's
website
35
15
43
19
27
25
Argenna
Brasil
Chile
Colômbia
Espanha
México
Peru
US
Sample:
Uses
Web
and
TV
at
same
Ame:
ArgenAna
(539)
/
Brasil
(914)
/
Chile
(563)
/
Colômbia
(544)
/
Espanha
(844)
/
México
(912)
/
Peru
(557)
/
US
(1109)
Source: Terra Digital (Ipsos)

13. For
a
media
company,
relevance
is
the
answer
for
the
informaon
explosion

14. The
A^enon
Economy
“In
an
informaon-­‐rich
world,
the
wealth
of
informaon
means
a
dearth
of
something
else:
a
scarcity
of
whatever
it
is
that
informaon
consumes.
What
informaon
consumes
is
rather
obvious:
it
consumes
the
a^enon
of
its
recipients.
Hence
a
wealth
of
informaon
creates
a
poverty
of
a^enon”.
Herbert
Simon,
1971
Nobel
Prize
Economics,
1978

15. The
path
to
relevance:
reach↔
interacon
↔ disseminaon

16. Spreadable
Media
Business
Model?
Source: Yume/Frank Magid Associates – 2012 (US)

17. New
content
producon
and
distribuon
“chain”

18. The
challenge:
share
of
a^enon
/
disseminaon
measurement