The Online Publishers Association (OPA) announced the results of a new research project, "A Day in the Life: An Ethnographic Study of Media Consumption," that found the web's reach (54 percent) is greater than television's reach (21.1 percent).

"By observing people in real-life situations, this study provides a level of accuracy and insight that simply cannot be found elsewhere," says Pam Horan, OPA president. "With that in mind, the evidence of the web's rise to mass media status is now clear and incontrovertible."

Consumers often use the web consecutively or simultaneously with television, radio and other media, allowing it to offer significant support. The research also revealed that the web is a powerful tool for extending the reach of other media.

Horan continued, "Industry data shows that the web takes up between 20 and 25 percent of consumers' overall media time, but attracts about eight percent of advertising dollars. While advertisers have been steadily moving to the web in recent years, this research indicates the shift should be on a much faster pace. As a mass media with a powerful ability to extend the impact of all media, the web clearly offers tremendous untapped advertising opportunities."