Broadcasting & Cable: People are spending more time consuming media but despite a rise in multitasking, usage of traditional media is falling, according to a new report from media buyer ZenithOptimedia. The trend toward more consumption is not necessarily a good thing for media owners and advertisers. “Overall media consumption is increasing, largely as a result of increased multi-tasking. Consumers regularly have their mobile phones and tablets by their side as they consume traditional media, which can result in less engagement with media, but more overall time spent. Traditional media channels such as TV, radio, newspapers and magazines are all experiencing gradual declines in both time spent and share of overall media time owing to the growing levels of online and mobile consumption.”