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M:Metrics and Mediamark Research & Intelligence Partner to Offer Consumption Metrics Across Mobile and Offline Media



2008-03-31 05:00:00

M:Metrics and Mediamark Research & Intelligence Partner to Offer Consumption Metrics Across Mobile and Offline Media

LAS VEGAS, NV–( EMWNews – March 31, 2008) – M:Metrics, the mobile media authority, and

Mediamark Research & Intelligence (MRI) today announced that the two

research firms will partner to deliver the first product to combine offline

and mobile media audience metrics in the U.S., allowing agencies and mobile

operators to better integrate mobile into cross-media campaigns using

industry-standard media planning tools.

This new product will incorporate M:Metrics’ industry-leading mobile

audience metrics from its flagship MobiLens syndicated data service into

MRI’s Survey of the American Consumer, which collects information on adult

consumers’ media choices, product usage, demographics, lifestyle and

attitudes. Usage of nearly 6,000 product and service brands across 550

categories are measured, along with the readership of hundreds of magazines

and newspapers, Internet usage, TV viewership to the program level,

national and local radio listening, Yellow Pages usage and out-of-home


M:Metrics’ MobiLens syndicated research service is a prime source of

exposure data for the mobile media market. The firm’s monthly survey is the

largest of its kind, and measures the mobile media consumption habits of

more than 500,000 consumers in the United States, Europe and China

annually. The product will link data from MRI’s Survey of the American

Consumer and MobilLens. The intention is to have the product commercially

available within the second half of 2008.

“Increasingly, media planners seek to understand how mobile fits into

consumers’ lifestyles,” said Kathi Love, president and CEO, MRI. “M:Metrics

has unparalleled insights into the mobile media consumer, and its

measurement of the mobile medium has been widely adopted. Our intention

with this partnership is to deliver a product that will allow media

planning agencies to gauge the potential impact of cross-media campaigns

that includes mobile Web advertising with far greater precision than

currently possible. Moreover, it will enable mobile advertisers to obtain a

far richer understanding of the consumers they are reaching through the

mobile medium. This product will also help traditional media companies

estimate the potential exposure to content that they create for delivery on

a mobile device.”

The new insights will be available through MEMRI, MRI’s proprietary data

analysis program, as well as other existing software tools used by media

planners and media owners.

“Mobile has quickly evolved from merely a technology to a medium in its own

right,” said Will Hodgman, president and CEO, M:Metrics. “Together, MRI and

M:Metrics can paint a detailed portrait to mobile manufacturers and

wireless carriers of the people in their market, including their media

habits, consumption of numerous products and psychographic profiles.”

About M:Metrics

M:Metrics is the mobile media authority. As the only research firm to

measure the audience for mobile media, M:Metrics provides the most accurate

metrics on actual mobile content consumption by applying trusted media

measurement methodologies to the mobile market.

M:Metrics’ monthly syndicated data service gives clients the critical

insights and intelligence required to inform smart business strategies and

the competitive benchmarks needed to evaluate the performance of

competitors and partners. M:Metrics is a private, venture-funded

corporation headquartered in Seattle, with offices in San Francisco and


About MRI

Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their

homes each year, asking about their use of media, their consumption of

products and their lifestyles and attitudes.

MRI is the country’s leading provider of magazine audience and multimedia

research data. The company releases data from Survey of the American

Consumer (adults 18+) twice yearly, in the spring and fall. MRI data have

become the basic media-planning currency for the majority of the media

plans that are created each year by national advertisers and their

agencies. The company’s 26,000 in-home interviews each year represent the

biggest survey of its kind.

MRI is part of GfK Group AG, Nuremberg, Germany. For more information,

please visit


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