BIGResearch released its fall 2004 cross media study at an Advertising Research Foundation conference in New York today, measuring media usage of more than 10,000 people. The company reported that five out of six people indicated they use more than one medium at once. The internet figures came out showing extremely high usage. Almost two thirds reported listening to the radio while on the internet. BIGResearch presented the study, and some accompanying reach models, as a breakthrough in allowing media planners to become media neutral. Scuttlebutt from the ARF conference audience, though, was mostly negative, particularly critical over a cross media study that used just the internet as a surveying device. The Q&A session got spicy, with attendees pelting the researchers with questions about whether or not a self-reported survey was a useful way to accurately measure media habits.