MRI Essentials

MRI: Who Are We?  MRI (Mediamark Research & Intelligence) is the leading provider of multimedia audience research data in the United States.  Known for being the currency for magazine audience measurement, MRI also measures audiences for newspapers, television, radio, cable and the internet.  MRI’s Survey of the American Consumer is perfectly suited for analyzing consumer insights. We collect user and volumetric data on over 500 product categories (6000+ brands) as well as hundreds of psychographic statements/segments & lifestyle data.

MRI has a singular goal: to provide the sharpest picture possible about American consumers – who they are, what they buy, how they think and how to reach them. Our Goal 360° Consumer Insights

Survey of the American Consumer A “Single Source” Consumer Database  Demographics  Media Usage  Product and Service Usage/Preference  Brand Usage and Volumetrics  Lifestyle Characteristics  Psychographics – Opinions and Attitudes … all from the same sample

Survey Design  National area probability sample  Adults 18+ living in private households  25,000+ respondents per year in 48 states  Sampling clusters redrawn annually  Semi-annual data collection and release

Sampling Structure 2,600+ clusters each year; sample is rotated each year Non-Metro Areas         Major Markets (10)  Other Metros                                                                        

Fieldwork

The personal approach transforms respondents into active participants To ensure maximum participation within the sample, interviewers may make multiple visits to potential respondents’ homes. Interviewers talk with respondents in their homes and collect demographic and media usage information; incentives include payment of $5, $20, $40 or $75 Interviewer solicits cooperation for completion of self- administered questionnaire; incentives include payment of $40-$75. Interviewers arrange for return of the completed questionnaire, usually by personally picking it up.

Fieldwork RECRUITMENT PERSONAL INTERVIEW PRODUCT SURVEY Letter of Introduction Sent to randomly selected households in selected U.S. Census “clusters” Up to 6 attempts or more may be made to interview targeted respondents 26,000 in-home, face-to-face interviews a year Duration 1 – 1 1/2 hrs Demographics and Media Usage 65% response rate Incentives $5 – $ page, 2-part Product/Services Questionnaire Left in HH for 2 weeks and personally picked up by original interviewer Products and services, personal, general and consumer attitudes, leisure activities 60% completion Incentives $40 – $75

Personal Interview The respondent is interviewed at home for …  Newspaper Readership  Magazine Readership  Radio, TV, Cable TV by Network  Yellow Pages & Outdoor Exposure  Online & Internet Usage  B-to-B Decision-making  Influentials SM  Demographics

Product/Services Questionnaire Personal Data Filled out by same respondent who completes in-person interview …  Category/Brand Usage HBA, Beverages, Auto, Travel, Financial, Restaurants, Entertainment, Computer …  Lifestyle Choices Sports, Hobbies, Activities …  Psychographics Buying Styles, LifeMatrix, Intent to Purchase, VALS, Category Specifics …

Product/Services Questionnaire Household Data Completed by the principal shopper …  Food  Paper Goods, Cleaning Products  Baby/Children’s Products  Grocery Shopping  Coupon Usage

Media Measurement

Measuring Magazine Readership  Step 1: 6-month screen by card sorting  Step 2: Frequency of reading  Step 3: Recency of reading  Step 4: Qualitative measures “Recent Reading” Methodology …

Magazine Logo Deck PUBLISHED MONTHLY W55334 Magazine Logo Deck

Magazines/6-Month Screen (IN THE LAST 6 MONTHS) Have you read or looked into any of these publications in the last 6 months? (ANY COPY: ANYWHERE: ANY READING OR LOOKING INTO) YES (Sure have) Not Sure NO (Sure have not)

Frequency of Reading On the average, out of 4 issues that are published, how many issues of _________ do you read or look into? Is it – 0; 1; 2; 3; or 4 ?

Magazines/Recency of Reading (Published Monthly) Did you happen to read or look into any of these publications in the last month (30 days, not including today)? (ANY COPY: ANYWHERE: ANY READING OR LOOKING INTO) YES (Sure have) Not Sure NO (Sure have not)

Qualitative Audience Measures  Reading Time  Reading Days  Place of Reading  Primary Audience  Reader Actions  Interest in Advertising  Overall Rating  Page Exposures

Audience vs. RPC Total Audience – those who read or looked into a copy of the magazine in its most recent publication period RPC – number of readers generated by the average copy Total Audience / Circulation = RPC 15,197 / 2,925 = 5.20 RPC (Magazine ‘x’ MRI, Spring 2009) MRI measures TOTAL AUDIENCE not RPC

Measurement Requirements Measurement Requirements: ABC/BPA audited and minimum circulation of K MRI measures about 250 titles Measurement does not guarantee release New Magazines are added/deleted every wave (6 months) May be requested to be measured from magazine itself, competitive magazine, agency/advertiser Does not have to be MRI client to be measured or released

Release Standards – Spring/Fall Release Standards: To be released in Spring/Fall, a magazine must be measured in two waves of data Minimum of 165 respondents Stability between waves of data (sampling error <25%) Released at MRI’s discretion MRI releases approximately 220 titles each report

Release Standards – Doublebase A magazine may be released in a Doublebase report without qualifying for release in either a Spring or Fall report if: It has been measured in 4 waves of fieldwork Minimum of 225 respondents Stability between years of data (sampling error <25%)

Release Schedule YEAR TWO Wave 1 YEAR ONE SPRING REPORT mid-May* Wave 2 Wave 3 Wave 4 FALL REPORT mid-November* DOUBLEBASE REPORT mid-June* SPRING REPORT mid-May* * Demo/Media data only; Product data released approx. 3 months later

Psychographic Data

MRI Psychographics  MRI has continually been expanding its battery of psychographic questions  Over 10 pages in product questionnaire  Over 500 questions  15+ different category specific batteries  Category specific segmentations which aid in targeting

MRI Psychographics General Batteries  Buying Styles  Intent to Purchase  Interest in Advertising  LifeMatrix  Influentials  Category Specific Influentials  VALS Category Specific Batteries  Automotive  Health  Finance  Media  Travel  Food  Technology  Sports  Fashion/Style  Cellular/Mobile Phone

New Segmentations – Category Specific New segmentations based on MRI category-specific psychographic batteries are now available: Automotive Attitudes Finance Attitudes Vacation Travel Attitudes Food Attitudes Technology Attitudes Health Attitudes Civic/Political Engagement Responsiveness to Ads Interest in Advertising Media Money Borrowing Diet Control “Green” Buying Styles Hispanic Acculturation Newspaper Readership

Data Examples

“Entertainment” Magazines – Demo Profile Total Audience RPCMedian Age Median HHI % Women In Touch 7, $64, % Life & Style 4, $56, % Us Weekly 12, $73, % People 43, $67, % EW $61, % OK! Weekly 5, $62, % Source: Mediamark Research & Intelligence Spring 2009

Generations – “Green” Segmentation Source: Mediamark Research & Intelligence Spring 2009

MRI “Green” Segments This segmentation uses responses to questions about consumers’ attitudes toward the environment and actions take to support it, including recycling, buying hybrid cars and eating organic food: Un-Green - These consumers place little value on preserving the environment or living in harmony with nature. When shopping, they put convenience and price before pro-environmental factors. Green at the Supermarket - They often “buy green” and regularly eat organic foods, most likely because of their own health concerns – not necessarily out of concern for the environment. Green in Theory - Members of this segment are Green by self-description, but not in practice. They will not give up convenience or low cost for the environment’s sake. Green but Only If - Green shoppers think green and often act green, but their allegiance to Green causes has limits. They are not willing to give up convenience or pay more for environmentally safe products. Green at Their Best - Think green, shop green, live green. They’re true believers in environmental causes, consistently recycle and buy environmentally friendly products, even when it’s less convenient or cost more. Green Advocates - The greenest of the green. Nature and the environment are of paramount importance. Environmental impact is an overriding factor in all their purchase decisions. They actively support environmental causes.

Generations – “Buying Styles” Segmentation Source: Mediamark Research & Intelligence Spring 2009

Buying Styles Segments This segmentation looks at the varying attitudes, behaviors and product choices for purchasing consumers: Penny Pinchers - Members of this segment judge all purchases by a single criterion: cost (the lower the better). Brand loyalty is less important than a “cents off” coupon. Conscientious Consumers – These unimpulsive consumers know what they’re paying for and shop for bargains, but cost is only one of the factors they consider when shopping. Buying American products and environmentally safe products also matter. Buyers of the Best – Low price is not the objective to consumers in this segment, quality matters most. Brand loyal and prefer specialty stores. They favor environmentally safe products and are technologically savvy. Habitualized Havers – These consumers find comfort in tradition. They are brand loyal, but only in the sense that once they’ve found a brand they are comfortable with, they stop looking. Swayable Shopaholics – Consider themselves spenders rather than savers. Impulsive and most likely to buy something on credit. These consumers are willing to pay extra for image- enhancing products and easily switch brands for the sake of novelty or variety.

QUESTIONS