SOURCE: Media Behavior Institute

Media Behavior Institute

September 29, 2011 10:21 ET

Media Behavior Institute Formally Introduces USA TouchPoints; the Game-Changing Consumer Insights Service

ESPN Signs on as Charter Subscriber

NEW YORK, NY--(Marketwire - Sep 29, 2011) - Media Behavior Institute today announced that it is formally rolling out USA TouchPoints -- an ongoing, syndicated, multi-media, consumer insights service designed to enhance marketing and media ROI. ESPN has signed on as the Charter Subscriber.

USA TouchPoints is a tool that captures day-in-the-life insights through the use of a smartphone app which respondents use throughout the day. The service includes a look at all media used at different times of the day, as well as where respondents are, what they are doing, who they are with and how they are feeling. The comprehensive nature of USA TouchPoints allows subscribers to derive insights about all media, consumer and life behaviors from a single source which can then be used in tandem with other data such as program ratings, sales data etc.

"USA TouchPoints helps inform marketing, programming, ad sales and more through the unique insights it will provide about the daily lives of consumers," said Jim Spaeth, CEO of Media Behavior Institute. "Sports fans are voracious consumers of media; working with ESPN provides insights into the media habits of highly engaged fans."

Media Behavior Institute first trialed USA TouchPoints during the 2010 FIFA World Cup, as part of ESPN's innovative cross-media initiative, ESPN XP. The company also recently completed a $1m pilot funded by the Coalition for Innovative Media Measurement (CIMM), in which ESPN is an active participant.

"The first goal of ESPN XP is to help turn cross-platform research from a special project to a standard practice," said Glenn Enoch, vice president of Integrated Media Research, ESPN. "Media Behavior Institute's forward-thinking approach to studying consumer behavior through the USA TouchPoints initiative will help us deliver on that goal. We believe that the ability to deliver insight on media consumption in the context of a sports fans' hour-by-hour total life experience will bring us valuable insight into the use of our content across all platforms, and deliver better value to our advertising clients."

Media Behavior Institute will be announcing more subscribers in the coming weeks.

About Media Behavior Institute
Media Behavior Institute is an independent research company with minority equity positions held by Nielsen and GfK MRI. The company focuses on highly consumer-centric "day-in-the-life" research to enable better-informed media and marketing decision-making, product and service development strategies and more. USA TouchPoints is the company's new syndicated service

Contact Information

  • Contact:
    Mike Bloxham
    Executive Director, Marketing
    Media Behavior Institute
    212 696 9299
    Email Contact