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Results Of Media Mix Study Of Puerto Ricans Unveiled
Specific information will be available to subscribers on website
BY LAURA RENTAS-GIUSTI
May 23, 2002
Research & Research President Bruno Haring announced this week the results of a comprehensive study of media use habits of Puerto Ricans called Daily Media Mix.
The studys objectives were to complement existing media preference studies, determine the daily incidence of use and duplicity (the use of more than one medium by the same market segment of media), and obtain information about the readership of magazines and daily, weekly, and regional newspapers, said Haring.
"There are local companies that keep track of ratings, but there is no company that studies the correlation of media mix," said Haring. "Weve also covered the print media segment, which had been abandoned. The most recent readership study conducted locally was in 1999, and publications have come and gone since then."
More than 5,000 people were interviewed, including men and women from various socioeconomic levels and geographic locations. The interviewed population also included different age groups, 13 years old and up. The interviews were carried out over a four-week period from April through March to guarantee that the distribution of media use was properly reflected and to ensure trends were measured correctly, said Haring. He said that the studys margin of error is of 1.5%.
Haring pointed out that Puerto Ricans spend a daily average of 3 hours and 11 minutes watching TV, 3 hours and 43 minutes listening to the radio, 29 minutes reading newspapers, 1 hour and 54 minutes surfing the Internet, and 2 hours and 12 minutes on the road, exposed to outdoor media.
Results also determined that some 825,000 people listen to morning radio shows daily, and the number is split almost evenly between men and women. The study yielded very specific information, for example, that 55% of middle-class women who live in the San Juan metro area watch soap operas, 45% on channel 2 and 25% on channel 11, said Haring.
The results of the study will be available through the companys website, <u>www.research-reaserch.com<u>, which will allow subscribers to search for specific information. Haring said the study would be a valuable tool to solve problems such as lagging brand loyalty among consumers. "If you have lagging brand loyalty you need to increase the frequency of advertising to improve it. The study allows you to find which media are used by the specific population segments that you want to target," said Haring.
"This study will allow marketers to maximize their efforts in terms of reach and frequency and will make it easier to take advantage of media duplicity," said Haring. "It will also make market segmentation efforts much more efficient."
According to Haring, advertising agencies Young & Rubicam, mfpw/J. Walter Thompson, and Badillo Nazca Saatchi & Saatchi are already interested in subscribing to the study. He added that two local banking institutions have approached him requesting that he widen the study to find out the banking habits of certain population segments.
This Caribbean Business article appears courtesy of Casiano Communications.