Media Behavior Institute Rolls Out USA TouchPoints
October 5, 2011 at 4:15 AM (PT)
MEDIA BEHAVIOR INSTITUTE's cross-media research service USA TOUCHPOINTS has been formally unveiled, with ESPN as the charter subscriber. The service, already in operation and given a trial during last year's FIFA WORLD CUP for ESPN XP, uses a smartphone app to get respondents to offer information about media use, behavior, and feelings throughout the day. The service is an American version of the INSTITUTE OF PRACTITIONERS IN ADVERTISING's IPA TOUCHPOINTS program, launched in 2006.
"USA TOUCHPOINTS helps inform marketing, programming, ad sales and more through the unique insights it will provide about the daily lives of consumers," said JIM SPAETH, CEO of MEDIA BEHAVIOR INSTITUTE. "Sports fans are voracious consumers of media; working with ESPN provides insights into the media habits of highly engaged fans."
"The first goal of ESPN XP is to help turn cross-platform research from a special project to a standard practice," said ESPN VP/Integrated Media Research GLENN ENOCH. "MEDIA BEHAVIOR INSTITUTE's forward-thinking approach to studying consumer behavior through the USA TOUCHPOINTS initiative will help us deliver on that goal. We believe that the ability to deliver insight on media consumption in the context of a sports fans' hour-by-hour total life experience will bring us valuable insight into the use of our content across all platforms, and deliver better value to our advertising clients."
NIELSEN and GfK MRI each bought 25% of MEDIA BEHAVIOR INSTITUTE earlier this year (NET NEWS 8/18).