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MRI to Launch Integrated Media Survey
US provider Mediamark Research Inc. has announced a survey of media usage to include data on where, when and how consumers engage with a particular medium. Results can be liked to purchase behaviour from the company's larger consumer survey.
MediaDay will be launched in the fourth quarter of 2006 and will consist of telephone re-contacts of US consumers age 18-plus who responded to the company's flagship Survey of the American Consumer. The first wave will consist of 8,000 interviews and subsequent years of 5,000.
The survey results will reveal when and where target audiences are reachable by specific communication channels throughout the course of the day and when they are most focused on each channel. Data will be matched to respondents' responses to product/attitudinal data gathered in the Survey of the American Consumer, allowing comparisons with specific product behavior. It will include questions regarding the viewing/non-viewing of television commercials on DVRs, instant message usage, consumption and creation of blogs and use of the Internet to download music, movies and TV programs.
President and CEO Kathi Love 'With more and more people 'multimedia tasking,' it's essential for marketers and their agencies to understand each media's role and how those roles interact with each other.'
For the Survey of the American Consumer, MRI interviews 26,000 US adults in their homes each year. Questions cover their use of media, their consumption of products and their lifestyles and attitudes. Results are released twice yearly, in the spring and fall.
MRI is part of the GfK Group and is on the web at www.mediamark.com
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