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NetRatings and MRI to Report Integrated Media Use
In the US, Nielsen//NetRatings and Mediamark Research (MRI) have joined forces to launch a single-source database of print and online media usage called Net//MRI.
The new service will deliver net audience estimates across both print media and associated web sites, as well as demographic, psychographic and product usage data for both platforms.
The companies say they are using a fusion process to link respondent information from their two separate media tracking services - NetView, Nielsen//NetRatings' Internet audience measurement service, and MRI's Survey of the American Consumer.
This will combine consumer Internet usage - including reach, frequency, and time-spent metrics - with data on magazine and newspaper reading, television viewing, radio listening, product consumption, psychographic characteristics, computer and Internet access configurations, and geodemographic characteristics.
'Technology and innovation continue to change the media landscape and today's publishers and advertisers require a holistic view of their consumers,' explains Manish Bhatia, Executive VP NetRatings.
MRI President and CEO Kathi Love comments: 'This new venture will bring the research industry one step closer to measuring the reach of cross-platform advertising, which has increased dramatically with the rise of the Internet as a publishing venue.'
According to Net//MRI May data, an average of 83% of the visitors to the web sites of 23 large-circulation monthly magazines access those magazines' content solely online. The companies plan to publish Net//MRI data monthly, after the release of Nielsen//NetRatings' monthly NetView data.
News of the launch comes shortly after The Audit Bureau of Circulations (ABC) gave the green light for the development of 'Audience-FAX', to provide ABC subscribers with a view of both print and online newspaper audiences (www.mrweb.com/drno/news7059.htm ).
Nielsen//NetRatings, a service of The Nielsen Company, delivers lnternet media and market research solutions, while MRI is part of GfK Group and provides magazine audience and multimedia research data. The partners are online at www.nielsen-netratings.com and www.mediamark.com.
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