MRI-Simmons Integrates Data for New Local Media Study

Consumer intelligence specialist MRI-Simmons is offering help for local media planners with the launch of a new study promising insights into evolving media habits and other consumer behavior, across 205 local US markets. The new offering combines data from two existing products.

MRI-Simmons is a joint venture majority-owned by NIQ, and provides data on US consumers, with 60 years of experience and a huge data set which is widely for consumer profiling, media planning, audience research and audience development. The firm has recently partnered with Proximic by Comscore and with Experian.

The new Streaming + Local Study combines input from two of the company's core trackers. Cord Evolution examines why and how viewers shift from traditional TV to streaming platforms, and tracks viewing behavior across more than 180 streaming services; while Local Flex provides hyper-local insights into more than 8,000 brands and 1,000 psychographic and attitudinal traits, as well as data on consumers' use of different media platforms, including TV, print and radio.

The new study will help advertisers to optimize their local media strategies, particularly in smaller markets, and features ten pre-defined segments called 'cord groups', ranging from traditional cable subscribers to digital-first streamers; and detailed local audience profiles to help identify and define high value personas.

Mike Merna (pictured), Head of Sales at MRI-Simmons, says the new study 'unlocks a new level of insights into local media behaviors that were previously unavailable' from the company.

Web site: www.mrisimmons.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.