Abstract:

This paper describes a pilot study conducted by Mediamark Research, Inc. to determine how adults allocate their media time over the course of an average day. The results of this study are reviewed in terms of cooperation rates, the allocation of media time on an hourly basis with respect to five media (the Internet, magazines, newspapers, radio, and television), and the incidence of using each of these media on an hourly, daily, and weekly basis. Additionally, the paper compares the media estimates from the pilot study with estimates from both Mediamark's National Study and established industry levels, and shows how the data can be used in conjunction with product information to improve media and marketing decisions.