MediaPost reports that according to a study released today on social networking by new media analysis firm Grunwald Associates LLC, television no longer gets the undivided attention of today's kids:

"About 64% of kids go online while watching television, and nearly half of U.S. teens (49%) report that they do so frequently—anywhere from three times a week to several times a day. Multitasking on the Internet, cell phones and MP3 players suggests that companies must respond with much more creative, multimedia marketing campaigns for their messages to penetrate." Ooh, *that's* an encouraging thought.

The study reveals that 73% of TV-online multitasking kids are engaged in "active multitasking," which the think tank defines as content in one medium influencing concurrent behavior in another. The report said that while kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.

So marketers, start your engines—meanwhile, we'll go turn off *everything* that plugs into a wall or runs on batteries.