MRI Announces "MediaDay" Study
April 4, 2006 at 1:23 PM (PT)
MEDIAMARK RESEARCH INC. (MRI) today announced its first-ever survey to reveal when consumers use media (television, radio, internet, magazines, newspapers, and outdoor), where they are when they use it, what else they are doing at the time and how engaged they are in a particular medium.
The new survey, called MediaDay, will be launched to the marketplace in Q4 2006. It is being conducted via a telephone re-contact of U.S. consumers age 18-plus who responded to MRI’s "Survey of the American Consumer." MediaDay will start with a sample of 8,000 people and will survey 5,000 consumers each year thereafter.
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; the data from MediaDay will be matched to respondents’ responses to product/attitudinal data gathered in Survey of the American Consumer.
"With more and more people ‘multimedia tasking,’ it's essential for marketers and their agencies to understand each medium's role and how those roles interact with each other," said MRI Pres. and CEO KATHI LOVE. "MRI’s rich attitudinal, product and media consumption data will be married to MediaDay’s time-based information; marketers will now be able to see the daily media behavior of their specific consumer targets."