How marketers use Mediamark & Intelligence High Resolution for the Entire Media Spectrum National Consumer Magazines Highlights: What Mediamark Measures Magazines National Newspapers Copy Acquisition Time Spent Reading Actions Taken Personal Rating of Magazine Interest in Advertising Television Viewing time periods Cable/satellite/premium channels Viewing frequency Viewer attention Yesterday viewing Past week/month watching Viewership of 600+ programs Viewership of Spanish language programs Radio Radio networks Regular listening Listening time periods Radio formats The Internet Type of connection Past-month Internet activities Internet usage frequency Usage of commercial on-line computer services Web-site activity Local Newspapers Mediamark s Survey of the American Consumer is the country s largest, most comprehensive and most reliable consumer and media usage database. Confident that this survey accurately represents what is going on in the U.S. marketplace, America s most successful marketing and media decision makers use the survey database to: Increase media buy efficiency Pinpoint target markets and identify new buying trends Develop new products or reposition existing ones Sunday/Daily readership Gain insight into consumer motivations The Yellow Pages Gain insight about users of competitive products Last Time Referenced Phone Book or Internet Directory at Home, Work or Elsewhere Items Referenced Prior to Purchase or Use Demographics & Lifestyle Confidently build innovative marketing plans Compare market demand across multiple segments Determine market potential of niche targets Analyze brand volume data to uncover profitable consumer segments Age, Sex, Occupation, Income Children in Household Business Responsibilities Personal & Business Travel Public Activities Leisure Activities Purchasing Behavior Advertising Agencies 450 advertising agencies, including 90 of the top 100, subscribe to Mediamark. Agencies regard Mediamark data as the standard or "currency" to use in deciding where to place print campaigns. Our vast historical database stretching back a quarter of a century enables agencies to track quantitative and qualitative changes in various segments of the market. National Marketers More than 200 national marketers access the Mediamark database. Our consumer data are used to profile different national and regional user segments for a richer understanding of how a brand is used in the marketplace. All significant broadcast and cable networks, the largest radio stations, and the most established Internet players subscribe to Mediamark. Proliferating cable channels means smaller program audiences, making it more important than ever for television marketers to develop points of difference that strategically distinguish their audiences from their competitors. We provide the data marketers need to delineate those differences. Segmentation analyses available for many batteries of attitudinal questions Consumer Data...and much more. Magazines use Mediamark s comprehensive media data to competitively position themselves against print and broadcast media. Electronic Media Food Media Travel Sports User and Usage Data for 6,000 brands in more than 500 categories Groceries & Household Items Personal Care Products Tobacco, Candy, Snacks Cars, Vans, Trucks & Motorcycles Financial Products & Activities Household Appliances Cameras, Computers, Tapes & CD s Satellite Radio, DVD Players, MP3 Players, PDA s More than 125 "unmeasured" magazines prototype their audiences and develop competitive sales rationales from our comprehensive database. Mediamark consumer data can identify the best prospects for specific products and support the development of strategies to reach them. Psychographics Consumer Attitudes Towards: Health Technology Finance Automotive Nearly every major national consumer magazine in the country subscribes to Mediamark. Electronic media measurement services like Nielsen Media and Arbitron are best at counting electronic audiences. Mediamark excels at describing who those audiences are. A Member of the GfK Group 800 310 3305 www.mediamark.com Offices in New York, Chicago and Los Angeles Printed on Recycled Paper High Resolution
Mediamark has a singular goal: to provide the sharpest picture possible about American consumers who they are, High what they buy, how they think, and how to reach them.
Resolution is the leading provider of media and consumer research in the country and the primary source of audience data for the American magazine industry. Data from Mediamark s Survey of the American Consumer, conducted continuously since 1979, are used in the majority of media and marketing plans written in the United States. And because we measure the audiences of all major media, our multi-dimensional database is the largest and most reliable source available for integrated media planning. No other organization not even the Census Bureau knows as much about Americans as consumers, about the products and services they use and the brands they live by. And no other organization provides so many clear signposts for reaching them.
H i g h R e s o l u t i o n R e s e a r c h. We call it "high resolution" research because Mediamark s Survey of the American Consumer yields the sharpest and clearest view of the consumer and media landscape available anywhere. In a fragmented and dynamic media marketplace, we offer the most detailed and representative picture of the nearly 215 million adults who drive it: their demographics and lifestyles...their usage of nearly 6,000 product and service brands across 550 categories... the magazines and newspapers they read, the sites they look at, the television programs they watch, and the radio stations they listen to. Our research captures the essentials of consumers experiences in the marketplace and provides a deeper understanding of the relationships between lifestyle, consumption and media exposure and usage. We use a methodology that replaces vagueness with confidence, fuzziness with clarity, conjecture with real evidence. H i g h r e s o l u t i o n r e s e a r c h s t a r t s w i t h t h e p e r s o n a l i n t e r v i e w. To capture the level of detail that national marketers demand, Mediamark does what no other national survey company takes the trouble to do: every year, we conduct approximately 26,000 in-home, face-to-face interviews with American consumers. High Resolution In-person, face-to-face interviews are expensive, time consuming, demand a high level of staff training and supervision and are well worth the effort. With the personal interview at the core of its methodology, Mediamark produces the most reliable and comprehensive consumer database available for national advertisers and media decision makers. In-person interviews generate a level of detail and confidence that other data collection methods, by their very nature, cannot match. For instance, in-person interviews allow for the collection of more verifiable information than can be gathered in telephone interviews. They also go on longer than the 20-minute outer limit for telephone interviews. The quantity and quality of responses improves. Visual aids, like TV and magazine logos, are used to help clarify responses. Face to face, interviewers ask more, and more complex, questions and probe for more accurate and meaningful responses.
H i g h r e s o l u t i o n r e s e a r c h d e m a n d s h i g h r e s p o n s e r a t e s. Any consumer research, no matter how extensive and detailed, has to be reliable in order to be actionable; it has to represent as closely as possible what actually goes on in the marketplace. The reason is simple: decisions based on good information result in more favorable outcomes than decisions based on less reliable information. Reliable research starts with drawing a probability sample, a group of people randomly selected to represent the total population. Once a sample is drawn, individuals from the sample must be recruited to participate in the survey. A high response rate among these individuals provides the foundation for all the data that follows, ensuring that they accurately represent the actual behaviors of American consumers. M e d i a m a r k s S u r v e y o f t h e A m e r i c a n C o n s u m e r e a r n s t h e h i g h e s t r e s p o n s e r a t e s i n t h e i n d u s t r y. Our reliance on the personal interview consistently generates response rates between 60% and 70%. According to a study conducted by the Council for Marketing and Opinion that tracked the response rates among 1,151 research studies, competing methodologies are far less successful in generating a reliable sample: 41% of eligible respondents participate in telephone customer satisfaction surveys; one in three people contacted participate in mall intercepts; 28% of potential respondents from supplied lists of names and telephone numbers agree to be surveyed. Surveys that recruit respondents via random-digit dialing have the lowest response rate in the industry 12%. High Resolution RESPONSE RATES BY TYPE OF SURVEY The message is clear and compelling: the methodology Mediamark employs increases the reliability of the Survey of the American Consumer. Mediamark /Personal Interview 66% Phone/Customer Satisfaction 41% Mall Intercept/Central Location Testing 33% Phone/List 28% Random-Digit Dialing 12% Sources: (average over 10 years); CMOR (Council for Marketing & Opinion ), from a study of 1,151 research surveys, Results: Tracking Response, Cooperation and Refusal Rates for the Industry, April 2002, available at cmor.org.
How Captures High Resolution Data At every stage of the process, we use the personal approach to advance the reliability and resolution of the Survey of the American Consumer. No company pays more attention to the interview process than Mediamark, and our interviewers are the best in the business. Rigorously trained and intensely supervised, they are expert at recruiting survey participants and building the rapport necessary to gather accurate, honest responses over a wide range of issues and questions. Sample Selection Personal Interview Self-Administered Questionnaire Action: Prior notification by mail of households in 2,600 market clusters across the country. Interviewers will make as many visits as necessary to a target respondent s home in order to guarantee maximum participation in the survey usually up to five visits. Result: The highest response rates in the industry. Action: Interviewers talk with respondents in their homes and collect demographic information and recent media usage data for magazines and newspapers, network and cable/satellite TV stations, radio, the Yellow Pages and the Internet. Because interviews take place in respondent s homes, interviewers can observe household/respondent characteristics, which helps ensure accuracy of responses. The interviewer also solicits cooperation for participation in the second, self-administered part of the data collection process. Result: Highly accurate demographic data and responses about a broad range of media choices. Action: Respondents fill out an extensive questionnaire, providing detail on product and service usage down to the brand level, television viewership by program and insight on numerous psychographic measures. Because the interviewer explains how to fill out the questionnaire, and makes arrangements for the return of the completed survey (usually by personally picking it up), respondents are highly likely to complete the questionnaire. Result: The highest questionnaire completion rates in the industry, and the most comprehensive and reliable database available of the consumer and media marketplaces. F u l l D i s c l o s u r e The best research companies don t hesitate to share with their clients all the details that go into their research procedures. The mandate of the Media Ratings Council, organized by leading advertising, agency and media companies, is to set industry standards for valid, reliable and effective audience measurements. The MRC requires that members: Disclose all methodological aspects Meet MRC standards for ratings research Submit to MRC-designed audits. Mediamark has been accredited by the Media Ratings Council since 1988.
O n e S o u r c e. C o m p l e t e M a r k e t D a t a. The Survey of the American Consumer is a single-source survey: attitudinal, product consumption and multi-media usage questions are asked of every respondent. Single-source research maintains a survey s reliability and helps marketers better understand the context in which individual consumers make their media and marketing choices. For example, what are consumers duplication patterns across different types of media and brands? How do brand loyalties change across categories?
How marketers use Mediamark & Intelligence High Resolution for the Entire Media Spectrum National Consumer Magazines Highlights: What Mediamark Measures Magazines National Newspapers Copy Acquisition Time Spent Reading Actions Taken Personal Rating of Magazine Interest in Advertising Television Viewing time periods Cable/satellite/premium channels Viewing frequency Viewer attention Yesterday viewing Past week/month watching Viewership of 600+ programs Viewership of Spanish language programs Radio Radio networks Regular listening Listening time periods Radio formats The Internet Type of connection Past-month Internet activities Internet usage frequency Usage of commercial on-line computer services Web-site activity Local Newspapers Mediamark s Survey of the American Consumer is the country s largest, most comprehensive and most reliable consumer and media usage database. Confident that this survey accurately represents what is going on in the U.S. marketplace, America s most successful marketing and media decision makers use the survey database to: Increase media buy efficiency Pinpoint target markets and identify new buying trends Develop new products or reposition existing ones Sunday/Daily readership Gain insight into consumer motivations The Yellow Pages Gain insight about users of competitive products Last Time Referenced Phone Book or Internet Directory at Home, Work or Elsewhere Items Referenced Prior to Purchase or Use Demographics & Lifestyle Confidently build innovative marketing plans Compare market demand across multiple segments Determine market potential of niche targets Analyze brand volume data to uncover profitable consumer segments Age, Sex, Occupation, Income Children in Household Business Responsibilities Personal & Business Travel Public Activities Leisure Activities Purchasing Behavior Advertising Agencies 450 advertising agencies, including 90 of the top 100, subscribe to Mediamark. Agencies regard Mediamark data as the standard or "currency" to use in deciding where to place print campaigns. Our vast historical database stretching back a quarter of a century enables agencies to track quantitative and qualitative changes in various segments of the market. National Marketers More than 200 national marketers access the Mediamark database. Our consumer data are used to profile different national and regional user segments for a richer understanding of how a brand is used in the marketplace. All significant broadcast and cable networks, the largest radio stations, and the most established Internet players subscribe to Mediamark. Proliferating cable channels means smaller program audiences, making it more important than ever for television marketers to develop points of difference that strategically distinguish their audiences from their competitors. We provide the data marketers need to delineate those differences. Segmentation analyses available for many batteries of attitudinal questions Consumer Data...and much more. Magazines use Mediamark s comprehensive media data to competitively position themselves against print and broadcast media. Electronic Media Food Media Travel Sports User and Usage Data for 6,000 brands in more than 500 categories Groceries & Household Items Personal Care Products Tobacco, Candy, Snacks Cars, Vans, Trucks & Motorcycles Financial Products & Activities Household Appliances Cameras, Computers, Tapes & CD s Satellite Radio, DVD Players, MP3 Players, PDA s More than 125 "unmeasured" magazines prototype their audiences and develop competitive sales rationales from our comprehensive database. Mediamark consumer data can identify the best prospects for specific products and support the development of strategies to reach them. Psychographics Consumer Attitudes Towards: Health Technology Finance Automotive Nearly every major national consumer magazine in the country subscribes to Mediamark. Electronic media measurement services like Nielsen Media and Arbitron are best at counting electronic audiences. Mediamark excels at describing who those audiences are. A Member of the GfK Group 800 310 3305 www.mediamark.com Offices in New York, Chicago and Los Angeles Printed on Recycled Paper High Resolution
How marketers use Mediamark & Intelligence High Resolution for the Entire Media Spectrum National Consumer Magazines Highlights: What Mediamark Measures Magazines National Newspapers Copy Acquisition Time Spent Reading Actions Taken Personal Rating of Magazine Interest in Advertising Television Viewing time periods Cable/satellite/premium channels Viewing frequency Viewer attention Yesterday viewing Past week/month watching Viewership of 600+ programs Viewership of Spanish language programs Radio Radio networks Regular listening Listening time periods Radio formats The Internet Type of connection Past-month Internet activities Internet usage frequency Usage of commercial on-line computer services Web-site activity Local Newspapers Mediamark s Survey of the American Consumer is the country s largest, most comprehensive and most reliable consumer and media usage database. Confident that this survey accurately represents what is going on in the U.S. marketplace, America s most successful marketing and media decision makers use the survey database to: Increase media buy efficiency Pinpoint target markets and identify new buying trends Develop new products or reposition existing ones Sunday/Daily readership Gain insight into consumer motivations The Yellow Pages Gain insight about users of competitive products Last Time Referenced Phone Book or Internet Directory at Home, Work or Elsewhere Items Referenced Prior to Purchase or Use Demographics & Lifestyle Confidently build innovative marketing plans Compare market demand across multiple segments Determine market potential of niche targets Analyze brand volume data to uncover profitable consumer segments Age, Sex, Occupation, Income Children in Household Business Responsibilities Personal & Business Travel Public Activities Leisure Activities Purchasing Behavior Advertising Agencies 450 advertising agencies, including 90 of the top 100, subscribe to Mediamark. Agencies regard Mediamark data as the standard or "currency" to use in deciding where to place print campaigns. Our vast historical database stretching back a quarter of a century enables agencies to track quantitative and qualitative changes in various segments of the market. National Marketers More than 200 national marketers access the Mediamark database. Our consumer data are used to profile different national and regional user segments for a richer understanding of how a brand is used in the marketplace. All significant broadcast and cable networks, the largest radio stations, and the most established Internet players subscribe to Mediamark. Proliferating cable channels means smaller program audiences, making it more important than ever for television marketers to develop points of difference that strategically distinguish their audiences from their competitors. We provide the data marketers need to delineate those differences. Segmentation analyses available for many batteries of attitudinal questions Consumer Data...and much more. Magazines use Mediamark s comprehensive media data to competitively position themselves against print and broadcast media. Electronic Media Food Media Travel Sports User and Usage Data for 6,000 brands in more than 500 categories Groceries & Household Items Personal Care Products Tobacco, Candy, Snacks Cars, Vans, Trucks & Motorcycles Financial Products & Activities Household Appliances Cameras, Computers, Tapes & CD s Satellite Radio, DVD Players, MP3 Players, PDA s More than 125 "unmeasured" magazines prototype their audiences and develop competitive sales rationales from our comprehensive database. Mediamark consumer data can identify the best prospects for specific products and support the development of strategies to reach them. Psychographics Consumer Attitudes Towards: Health Technology Finance Automotive Nearly every major national consumer magazine in the country subscribes to Mediamark. Electronic media measurement services like Nielsen Media and Arbitron are best at counting electronic audiences. Mediamark excels at describing who those audiences are. A Member of the GfK Group 800 310 3305 www.mediamark.com Offices in New York, Chicago and Los Angeles Printed on Recycled Paper High Resolution