Intermedia Research: Media Image/Audience Behavior Research

Newsweek Media Research Index

Intermedia Research: Media Image/Audience Behavior Research

1979 - OPINION RESEARCH CORPORATION FOR MPA - A STUDY OF MEDIA INVOLVEMENT

Comparison of people's involvement with four major media and with advertising in each medium. Third in series of studies. Compares new data with 1972 and 1975 findings.

1980 - BRUSKIN FOR TELEVISION BUREAU OF ADVERTISING - STUDY OF UPSCALE HOUSEHOLDS

Reports of daily reach and daily time spent with four major media, by adults: by income, occupation, education and age. Study found: 82% of adults in households with incomes of more than $25,000 are reached daily by television, compared with 80% by newspapers, 72% by radio and 37% by magazines. Daily time spent with each medium by adults in these households was two hours and 27 minutes for television, one hour and 50 minutes for radio, 35 minutes for newspapers and 20 minutes for magazines.

1980 - RONALD E. FRANK AND MARSHALL G. GREENBERG - THE PUBLIC'S USE OF TELEVISION - SAGE PUBLICATIONS

National study of media use reported for 14 consumer attitude/interest segments. Covers four major media. Conducted by National Analysts.

1980 - ELIZABETH C. HIRSCHMAN AND MICHAEL K. MILLS - SOURCES SHOPPERS USE TO PICK STORES - JAR, FEBRUARY 1980

Study of information sources used by respondents for major shopping trips, both "usually used" and "used on last trip." Based on 1,000 telephone interviews conducted in two southeastern cities. Study found newspapers ranked high among media used, television and radio ranked low.

1980 - JACOB HORNICK - MEDIA SUBSTITUTABILITY - JAR, APRIL 1980

Review of literature relevant to media selection in advertising.

1981 - JACOB HORNIK AND MARY JANE SCHLINGER - ALLOCATION OF TIME TO THE MASS MEDIA - JOURNAL OF CONSUMER RESEARCH, MARCH 1981

Analysis of relationship between amount of time spent per medium and socioeconomic, demographic and lifestyle characteristics. Based on three ORC Caravan studies, sponsored by Leo Burnett. Results found that media time use (MTU) is pervasive, accounting for a major proportion of leisure time activity. Although media exposure is discretionary, people seem to need some minimal level of media contact. Television accounted for 45% of MTU; radio, 35%; newspapers, 14%; and magazines, 5%.

1981 - OPINION RESEARCH CORPORATION FOR NEWSPAPER ADVERTISING BUREAU - THE BELIEVABILITY OF ADVERTISING IN FIVE MEDIA

Study of consumer perception of believability of advertising in newspapers, magazines, radio, TV and direct mail. Based on a nationwide survey conducted via the ORC August 1981 Caravan Express among 1,001 respondents, interviewed by telephone. Newspapers were rated highest as the most believable medium.

1981 - YANKELOVICH, SKELLY AND WHITE FOR SIN NATIONAL SPANISH TELEVISION NETWORK - SPANISH USA - A STUDY OF THE HISPANIC MARKET IN THE UNITED STATES

National study of Hispanic market among persons 16 years of age and older. Based on over 600 personal interviews in 19 of the 30 largest Hispanic markets. Results reported separately for four sub-groups: Puerto Ricans, Mexicans, Cubans and other Hispanics. Includes information about perceptions and use of Spanish language radio, television and print media; and attitudes toward television advertising in Spanish.

1982 - BRUSKIN FOR RADIO ADVERTISING BUREAU - BUDGET MARKETING AND THE MEDIA

National study of time spent on average weekday with four major media. Reported by demographics. Also available for product categories.

1982 - FRANKLIN CARLILE AND HOWARD LEONARD, YOUNG & RUBICAM - CAVEAT: VENDITOR - JAR, AUGUST/SEPTEMBER 1982

National study about ways consumers perceive and react to ads and commercials; focus on perceived deception in advertising vs. other forms of communication. Study found television ranked highest of four major media in terms of entertainment, education and as source of product information; but lowest as reliable source. Advertising as a whole was perceived as the most deceptive communications source. Conducted by Roper, for Young & Rubicam, in 1976/1977.

1982 - NEWSPAPER ADVERTISING BUREAU - COUPON FACTS: FINDINGS ON CENTS-OFF COUPON USAGE AND USERS

Compilation of data available concerning use of cents-off coupons, including comparison of media. Based on Nielsen Clearing House and other data.

1982 - OPINION RESEARCH CORPORATION FOR MPA - A STUDY OF MEDIA INVOLVEMENT

Fourth in series of studies comparing people's involvement with four major media. Reports image/attitude/opinion measures such as rating of each medium as a source of knowledge, as fit with personal needs and lifestyles.

1983 - MONROE MENDELSOHN FOR PEOPLE - THE BABY BOOM GENERATION: ITS ATTITUDES, VALUES AND LIFESTYLES

National study of attitudes, values, product use/purchase, leisure activities, and media consumption habits.

1983 - ROPER FOR TELEVISION INFORMATION OF OFFICE (TIO) - TRENDS IN ATTITUDES TOWARD TELEVISION AND OTHER MEDIA, A TWENTY-FOUR YEAR REVIEW

Results of annual studies started in 1959 concerning the public's attitudes toward and opinions about television and other media. National samples.

1983 - SRI RESEARCH CENTER FOR AD AGE

First study in planned series concerning consumer attitudes/opinions about advertising and media.

1984 - AUDITS & SURVEYS FOR MPA - CHANGING CHANNELS

Study of primetime network television viewing and magazine reading in cable and non-cable households. Conducted in four markets. Study found higher magazine reading, lower network TV share and more channel switching in cable homes than in non-cable homes.

1984 - CORNELL SCHOOL OF COMMUNICATIONS FOR READER'S DIGEST - THE ROCHESTER ZAPPING STUDY

Study of commercial zapping in cable television households in Rochester, N.Y.; also measured readership of 15 magazines. Conducted by telephone interviews among 468 viewers, from February 28 to March 5, 1984. Study found 24% viewers zapped half or more of commercials; and 45% of viewers with remote control devices zapped half or more of commercials. Results also indicated magazines are maintaining their audiences in cable households.

1984 - SRI RESEARCH CENTER FOR AD AGE - STUDY CONCERNING IMAGE OF ADVERTISING AND MEDIA

Second in a series of national studies started in 1983, concerning consumer image/attitudes/opinions about advertising and media.

1984 - YANKELOVICH, SKELLY AND WHITE FOR THE SIN TELEVISION NETWORK - SPANISH USA 1984 - A STUDY OF THE HISPANIC MARKET

Update of 1981 study. Based on interviews among 775 Hispanics. Findings: More than six in 10 (66%) respondents believe that Spanish language media are very important or extremely important. 73% use Spanish television at least once a week.

1987 - AUDITS & SURVEYS FOR MAGAZINE PUBLISHERS ASSOCIATION - A STUDY OF MEDIA INVOLVEMENT

Fifth in series of media image studies sponsored by MPA comparing magazines, television, newspapers and radio. Based on 2,001 completed telephone interviews among a national probability sample of adults. Respondents were asked to rate the four major media as sources of knowledge and usable ideas for 19 subject areas such as automobiles, beauty and grooming, careers, consumer education, and entertaining; and to indicate which medium best fit their own personal needs and lifestyle. They were also asked to rate their attitudes toward advertising in magazines and on television, their attentiveness to advertising in each, and to indicate whether or not they had shopped for products seen in magazines or on television in the past month. Results are presented for men and women separately, and for selected demographic groups. Magazine performance was strong in all comparisons.

1989 - ROPER FOR TELEVISION INFORMATION OFFICE (TIO) - AMERICA'S WATCHING, 30TH ANNIVERSARY, 1959-1989 Report describing attitudes and opinions about television and other media. Latest in series of reports started in 1959. Based on 2,000 in-home personal interviews with a national sample of adults in November 1988. Types of information reported: Perceptions of what "television watching" is; comparisons of cable TV versus regular TV on a list of characteristics such as "better local news," "better quality programs," "more violence." Trend data also included, for example, "primary source of news" 1959-1988.

1990 - AUDITS & SURVEYS FOR MAGAZINE PUBLISHERS OF AMERICA AND PUBLISHERS CLEARING HOUSE - A STUDY OF MEDIA INVOLVEMENT VI - PRESENTATION TO 10/10/90 MPA MEETING

Summary of findings from the sixth MPA media involvement study measuring consumer perceptions of and opinions about magazines, television, newspapers and radio. Based on 978 personal in-home interviews among a representative sample of U.S. adults. Example findings: magazines were rated higher than the other media as sources of information and usable ideas, and as having more appealing, believable, informative and helpful advertising. The perceived advantage of magazines also tended to be relatively higher among upper socioeconomic respondents. A complete report will be published in early 1991. This survey was part of a study about magazine buying behavior. (See 1990 A Study of Magazine Buying Patterns listed under Magazine Research.)

1990 - NEJDET DELENER, ST. JOHN'S UNIVERSITY, AND JAMES P. NEELANKAVIL, HOFSTRA - INFORMATIONAL SOURCES AND MEDIA USAGE: A COMPARISON BETWEEN ASIAN AND HISPANIC SUBCULTURES - JAR, JUNE/JULY 1990

Discussion of media usage among Asian and Hispanic consumers based on personal interviews conducted with 203 respondents in the New York metro area; and on 1986 Simmons data. Authors conclude that Asians and Hispanics have clear-cut, unique media preferences. The key difference between the two groups is the preference for newspapers among Asians, and for radio among Hispanics. Authors suggest need to look at Asians as a separate target group, and to be aware of segments within the Asian population; as is currently done for Hispanics.

1990 - THE FORSYTH GROUP FOR THE AMERICAN BUSINESS PRESS - MARKETING EFFECTIVENESS STUDY

Study concerning information sources business customers rely on most to help them make buying decisions. Conducted by mail among a total sample of 16,000 business publications receivers @ 2,000 each in eight business categories (for example, the grocery market, office equipment/supplies, packaging). Completed questionnaires were received from 9,823 respondents (62.7%). Respondents rated the usefulness of a list of 13 information sources (including specialized business publications, general business publications, other media, salespeople, trade shows, conventions, directories) in providing information about products and services they buy. The study indicated the specialized business publications were the top source overall.

1990 - PETER A. STISSER, YANKELOVICH, SKELLY AND WHITE/CLANCY, SHULMAN - OVERVIEW OF THE U.S. HISPANIC MARKET'S BASIC MEDIA AND MARKETING DIMENSIONS INTO THE 1990S - FROM THE ARF 1990 HISPANIC MARKET WORKSHOP

Discussion of the Hispanic market based on data from the 1981 and 1984 Spanish USA studies sponsored by SIN, and from the 1988 Hispanic Monitor syndicated study. These sources indicated an increase since 1981 in the use of Spanish-language television and radio among Hispanics. Implications for Hispanic media are discussed.

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