The document summarizes findings from the Coalition for Innovative Media Measurement's (CIMM) USA TouchPoints proof of concept study. The study tested the Media Behavior Institute's experience sampling diary methodology for cross-media measurement. Key findings include that participants consistently completed entries in under 90 seconds each day and answered 8 questions per entry over 10 days. Most participants found the task easy and enjoyable. The data provides new insights into consumers' daily lives by capturing where, when, with whom, and how they feel during media consumption and other activities. Examples show how moms' activities and media usage varies by age group and throughout the day. The study demonstrates the value of contextual data for understanding moments of receptivity and informing advertising ROI.

1. Jane Clarke
Managing Director
Coalition for Innovative Media Measurement
Jim Spaeth
Partner
Media Behavior Institute
1!

2. Why We’re Here
1. CIMM’s USA TouchPoints !
Proof of Concept Pilot Study
2. Field Results
3. Unique Life Context Insights
2!

3. Coalition for Innovative Media Measurement
3!

4. CIMM Mission
• Explore and identify new media measurement
methodologies through collaborative pilot studies
and/or whitepapers with independent companies.
• Initial focus on two key areas:
• TV measurement through set-top-box data
• Cross-platform media measurement
4!

5. CIMM’s Cross-Platform Focus
Syndicated
Syndicated Communications
Planning Tools
Verification Tools
Effectiveness/ ROI
 Understand cross  Monitor delivery of  Identify best practices
media & concurrent usage and users in ROI and ROMO
media behavior in during campaigns analysis
context of life for verification and
activities for target course correction
 Measurement of
audiences
communications
 Post campaign effectiveness across
 Estimate verification of platforms
unduplicated reach unduplicated reach
and frequency and frequency
across platforms
across platforms
5!

6. USA TouchPoints "
CIMM Proof of Concept Study
• Test MBI’s eDiary cross-media
measurement system and
currency database fusion
– Methodologically
– Logistically
• Demonstrate how TouchPoints
can add new insights for media
planning and buying
6!

7. USA TouchPoints 10-Day eDiary
Where
With Whom
Activities
Media
Emotions
iPhone App is now being adapted for other smartphones
7!

8. CIMM Proof of Concept Study
8!

9. How Well Did Consumers
Keep the eDiary?
9!

10. 90 Seconds to Enter Data … "
Consistent Across 10 Days
Average Number of Seconds per Entry
Seconds
by Day
120
100
80
60
40
20
0
1
2
3
4
5
6
7
8
9
10
Day
10!

11. 8 Questions Answered per Entry … "
Consistent Across 10 Days
Average Number of Questions
# of Questions
per Day
10.0
9.5
9.0
8.5
8.0
7.5
7.0
1
2
3
4
5
6
7
8
9
10
Day
11!

12. 15 Data Entries Each Day …"
Consistent Across 10 Days
Average # of Data Entries
# of Batches
per Day
20
15
10
Participants Enter
3 Half-Hours "
at a Time
5
0
1
2
3
4
5
6
7
8
9
10
Day
12!

13. Most Participants Found the Task
Enjoyable
Post-eDiary Perceptions
100%
80%
96%
99%
60%
40%
20%
0%
Found task extremely or Believed they provided
fairly easy
complete and accurate
information always/most of
the time
13!

14. Next Steps:
Third Party
Processors Case Studies Fusion
Talk "
comScore
Track
Nielsen"
Rentrak
Online
GfK MRI Respondents
USA "
Nielsen" TouchPoints©"
Diary
Nielsen"
TV
Homescan
14!

15. How Can USA TouchPoints
Deliver New Insights "
for Media?
15!

16. Introducing Life Context
Who they’re with
Where they are
Media
How they feel
What they’re doing
When they are doing it
What" What kind "
they buy, own, use
of people they are
16!

17. Daily Lives of Moms
Millennials
Gen X
Baby Boomers
Age 18-32
Age 33-46
Age 47-64
17!

18. The Day in the Life of Mom
Activities That Make Her Mom
• Basic Duty (Meals, Chores)
• Care-giving
• Making A Living
• Connecting
• Exploring Her Own Interests
• Down Time
18!

19. Mom’s Weekday Locations
Moms 25-54
Other place
120%
Airport
Hotel or motel
100%
School or college
80% Someone else's
workplace
Gym or health
60%
Daily Reach!
club
Outdoors away
from home
40% Someone else's
home
Car or other
20% traveling
Any Store
0% Any Restaurant
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
Any Workplace
My home or yard
19!

20. Mom’s Weekday Activities
Sleeping or napping
Moms 25-54
160% Relaxing
Commercial services
140%
Community organizations
or clubs
120% Religious or spiritual
activity
Studying or education
100%
Shopping
80%
Daily Reach!
Hobbies or pastimes
Sports or exercise
60%
Care of elderly or others
40% Childcare
Washing or dressing
20%
Traveling or commuting
0% Housework or chores
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
Socializing
Food Prep Or Eating
Working
20!

21. Daily Reach!
0%
20%
40%
60%
80%
100%
6:00 AM Moms 25-54
7:00 AM
8:00 AM
9:00 AM
10:00 AM
On my own
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
With Immediate Family
4:00 PM
5:00 PM
6:00 PM
7:00 PM
Mom’s Weekday Social Context
8:00 PM
With Spouse Only
9:00 PM
10:00 PM
11:00 PM
21!

22. Mom’s Weekday Media Landscape
eBook
Moms 25-54
100% Print
(News,Mag)
Radio
Mobile Apps/
80% Web
Mobile Text
Mobile Talk
60%
Trad Media
Online
Daily Reach!
Social Network
40%
Email
Internet
20% Videogames
DVD/Video
0% DVR
6:00 AM
7:00 AM
8:00 AM
9:00 AM
10:00 AM
11:00 AM
12:00 PM
1:00 PM
2:00 PM
3:00 PM
4:00 PM
5:00 PM
6:00 PM
7:00 PM
8:00 PM
9:00 PM
10:00 PM
11:00 PM
Live TV
22!

23. The Evolution of Mom’s Daily Life
“Millennials”
“GenX”
“Boomers”
Age 18-32
Age 33-46
Age 47-64
7%
7%
7%
10%
20%
10%
5%
12%
10%
28%
29%
28%
14%
17%
15%
14%
33%
15%
13%
26%
16%
23%
15%
26%
Basic duty
Connecting
Make a living
Down time
Care-giving
Outside interests
23!

24. Digging Deeper "
into 2 Aspects of Moms’ Lives"
• Meal Prep
• Connecting
24!

25. Weekday Meal Prep "
Boomers Do Breakfast, Gen Xers Do Dinner
% of Moms Preparing Food/Cooking in Any Given Half-Hour
40%
30%
Daily Reach
20%
10%
0%
10A
11A
12P
1P
2P
3P
4P
5P
6P
7P
8P
9P
10P
11P
12A
6A
7A
8A
9A
Millennial Mom
Genx Mom
Boomer Mom
25!

26. Meal Prep Mindset"
Very Small Number of Moms Are Happy!
20%
15%
Daily Reach
10%
5%
0%
12P
1P
2P
3P
4P
5P
6P
7P
8P
9P
10P
11P
10A
11A
12A
6A
7A
8A
9A
Millennial Mom, Happy
Genx Mom, Happy
Boomer Mom, Happy
26!

27. Weekday Media & Meal Prep"
TV Strong but So Are Mobile and Radio
Daily Reach of Media Using During Meal Prep
140%
120%
4%
12%
Print (News,Mag)
100%
10%
4%
Radio
13%
12%
22%
Daily Reach
Social Network
80%
11%
Mobile Talk/Text
60%
21%
17%
12%
Email
40%
10%
Internet
20%
39%
43%
DVD/Video
24%
Live TV
0%
Millennial Mom
GenX Mom
Boomer Mom
27!

28. Weekday Connecting "
Socializing Builds Throughout "
the Day
% of Moms Socializing in Any Given Half-Hour
40%
Daily Reach
20%
0%
6A
7A
8A
9A
12P
1P
2P
3P
4P
5P
6P
7P
8P
9P
10P
11P
10A
11A
12A
Millenial Mom
GenX Mom
Boomer Mom
28!

29. Socializing at Night Makes Moms Happiest
% of Moms who Are Happy
While Socializing Weekday
25%
20%
15%
Daily Reach
10%
5%
0%
12P
1P
2P
3P
4P
5P
6P
7P
8P
9P
10P
11P
10A
11A
12A
6A
7A
8A
9A
Millennial Mom, Happy
Genx Mom, Happy
Boomer Mom, Happy
29!

30. Weekday Connecting & Media"
Mobile Phone and TV Part of the Scene
Media in Use While Socializing
140%
120%
21%
Radio
100%
16%
16%
Social
8%
Network
Daily Reach
80%
33%
14%
Mobile Talk/
24%
8%
Text
60%
16%
Email
40%
Internet
20%
30%
23%
24%
Live TV
0%
Millennial Mom
GenX Mom
Boomer Mom
30!

31. The Value of USA TouchPoints
Advertising ROI
Moments of Receptivity
Life Context
31!

32. THANK YOU!
Jane Clarke
Managing Director
Coalition for Innovative Media Measurement
jane.clarke@cimm-us.org
Jim Spaeth
Partner
Media Behavior Institute
jim@mediabehavior.com