Day in the life pilot study

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.

Day in the Life Pilot Study

Ted D'Amico and Michal GalinMediamark Research Inc., United States

Richard FieldingStarcom Worldwide, United States

INTRODUCTION

This paper describes a pilot study conducted by Mediamark Research, Inc. to determine how adults 18 years of age and over allocate their media time over the course of a 24-hour day. Two main objectives drove this pilot study:

  1. To evaluate whether respondents (who had already participated in Mediamark's National Study and other subsequent data collection activities) would be willing to participate in an additional research phase.

  2. To determine if the media estimates in this...

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