1. Using Marketing Data

2. Working with Simmons Data Identifying potential consumers Segment prospect markets Narrow consumer targets Characteristics Media use patterns Identifying efficient media options

3. Simmons/MRI Multi-media audience estimates combined with extensive product/service use Simmons Market Research Bureau (SMRB) Mediamark Research Inc. (MRI) data National syndicated studies Random sample surveys conducted year round Coterminous 48 states - One respondent per HH Media measurement methodologies vary Simmons better for some, MRI for others

4. Magazine Audience Measurement Simmons: “Through the book” Measure audience of a specific issue Provide actual memory prompt of cover MRI: “Recent reading” Identifies people who read a magazine with a specified time period 10% - 30% higher than Simmons Simmons is the preferred method

5. Broadcast Audience Measurement Simmons: Measures TV and radio use only among a sub-sample of respondents Assessed primarily in May-June MRI: Measures TV and radio use among all respondents who complete survey Assessed all year long Simmons better for print; MRI for broadcast

6. Product Data Both Simmons and MRI provide extensive product/service use data By broad product category - ex. Salted Snacks Within categories, by type & brand Similar results for overall product use Both also measure volume of product use MRI collects more detailed volume data

7. Use vs. Volume Use: Number of people using a product Ex. Number of airline travelers Volume: Number of units or amount of the product used over a specified time period Ex. Number of trips taken Must consider use and volume Offers better understanding of brand user

8. Volumetrics MRI provides more volume data Estimates based on respondent giving actual use figure for each item Simmons provides less volume data Estimates based on respondent checking a “use range” for entire category or kind

9. Generate a Crosstab View Report in Simmons

10. Vertical percentages From the population that choose Subway most often 15.1% were age 18-24 Composition of Users

11. Horizontal percentages From the population of 18-24 years olds surveyed 21.8% visit Subway Coverage of Users

12. The Index Index compares the coverage among user group to overall coverage in total population 21.8% compared with 18.7% 21.8%/18.7% = 1.16 = 116 Index

13. Must look at all Vertical Percentage indicates coverage of that demographic group or media user group is it a large group? Too large to ignore even is index is not high? It is too small to provide a market? Horizontal Percentage indicates composition of product users in terms of demo or media Do high percent of demo or media users consume the product? Is it higher than the population in general? Index Number indicates the selectivity Compares the composition of the selected group to the population in general. But don’t just look at this!