Mediamark Research – 24-Hour-Day Media Consumption.

Mediamark Research Inc. announced its first-ever survey to reveal when consumers use media, 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 the fourth quarter of 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.

“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 Kathi Love, President and Chief Executive Officer of MRI. “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.”

MediaDay will enable MRI’s clients to better target consumers by availability, attentiveness and behavior. 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, allowing users to look at consumer availability and focus through the lens of specific product behavior.

Included in the MediaDay survey will be questions regarding the viewing/non-viewing of television commercials on DVR’s, instant message usage, consumption and creation of blogs and use of the Internet to download music, movies and TV programs.

Sample MediaDay Information

-What media did consumers use in the last 24 hours?

-Television
-Radio
-Internet
-Magazines
-Newspapers
-Outdoor (Exposure)

When did they use it? Start/stop times asked for TV, Radio, Internet, Magazines and Newspapers. Dayparts asked for Outdoor

Where were they when they consumed a specific medium?

-At home
-At someone else’s home
-At work/at the office
-In the car
-In a restaurant
-In a bar
-On a train or bus or subway
-At the gym

What were they doing while consuming a specific medium?

-Household chores
-Working
-Shopping
-Exercising or participating in sports
-Interacting with others
-Using other media

How focused were they when consuming a specific medium?

-Very focused
-Somewhat focused
-Not very focused
-Not at all focused

For more information at http://www.mediamark.com