During Waves 60 and 61, with MRC approval, MRI conducted a live test of Broadcast network viewing in the Atlanta DMA.

The intent of the test was to evaluate the addition of questions seeking to measure Broadcast network viewing in a manner comparable to MRI's Cable/Satellite network measurement.  For the test, MRI asked the same two usage questions (any watching in the last 30 days, number of hours watched in the last 7 days) that are asked regarding Cable television viewing.  Respondents were shown one additional showcard, listing 7 Broadcast network logos.  The question was asked of all respondents in the tested sample, not only Cable/Satellite/Fiber Optic subscribers.  MRI added these questions to the end of the cable/satellite section in order to minimize change and potential disruption to the questionnaire.  

In order to evaluate the test, MRI examined the mean number of cable stations viewed in a 30-day period and compared the results between the control and test groups.  Our hypothesis/concern was that, even though the broadcast questions appeared after the cable questions, the addition of these questions would somehow have a negative effect on the levels of cable viewing, generating significantly fewer average mentions of cable stations viewed by a respondent.

To conduct the test, MRI selected cluster samples in the Atlanta DMA and randomly assigned them to the test or control condition.  252 and 244 respondents received the control questionnaires in Waves 60 and 61, respectively.  234 and 240 respondents received the test questionnaires, respectively in Waves 60 and 61.  

MRI tracked the results of the test during the two field periods. After each field period closed, MRI conducted a one-tailed t-test of difference between the mean number of cable stations viewed by respondents and determined that the difference in responses between the test group and the control group was not significant in either wave (see attached charts for details.) In the Wave 60 test, the average number of mentioned cable stations was 14.51 in the test group and 15.26 in the control group. A one-tailed t-score of 0.70 was obtained, which is below the significance level of 1.645, at a confidence level of 95% (for a one tailed test). In the Wave 61 test, on the other hand, the difference between the means was not even in the expected direction, with an average number of mentioned cable stations of 16.99 for the test group and 16.75 for the control group.  These findings led MRI to conclude that the results of adding the new broadcast network viewing questions had no significant impact on the number of cable stations mentioned by respondents.

Based on the findings from the statistical analyses, MRI decided to roll-out the new questions for all markets starting with Wave 62. Since the test was only conducted in a single market, MRI will not release data from the test in the Spring or Fall 2009 reports.

To accommodate client requests and in an effort to improve MRI’s reporting of Internet behavior, beginning with the Fall 2009 report, MRI is using a different set of questions to calculate Internet quintiles.  The new Internet quintiles will be based on three Time Spent questions (“Number of Hours used the Internet in an average week”).  Prior to Fall 2009, Internet quintiles were based on Times Used (“Number of times Used the Internet in a typical month”.)   

Clients have requested that MRI change the quintiles since the Time Spent questions are a more commonly used measurement of respondent behavior.  In addition, MRI believes that the Time Spent questions (specifically, “Thinking of yesterday/last Saturday/last Sunday, how much time in total did you spend using the Internet?”  10 hours or more, 5 to less than 10 hours, 2 to less than 5 hours, ½ hour to less than 1 hour, less than ½ hour or None.) may be easier for respondents to estimate than Times Used  (“On the average, how often do you look at or use the Internet in a typical month?” 5 or more times per day, 2-4 times per day, once a day, 3-6 times per week, 1-2 times per week, and Less than once a week). 

Media Usage scores have also been changed from “Number of Times Used in a Month” to “Number of Hours spent in an Average Week.”

For additional information, please contact your MRI Representative.

In Wave 60, with MRC approval, MRI conducted a live test of broadcast network viewing in the Atlanta DMA.

The intent of the test was to evaluate the addition of questions seeking to measure Broadcast Network viewing in a manner comparable to MRI's Cable/Satellite Network measurement.  For the test, MRI asked the same two usage questions (any watching in the last 30 days, number of hours watched in the last 7 days) that are asked regarding Cable television viewing.  Respondents were shown one additional showcard, listing 7 broadcast network logos.  The question was asked of all respondents, not only Cable/Satellite/Fiber Optic subscribers.  MRI added these questions to the end of the cable/satellite section in order to minimize change and potential disruption to the questionnaire.  

There were approximately 500 respondents in the test; approximately half were asked the new question, and the other half received the standard questionnaire.  This size was large enough to assess the potential impact of the new question, yet small enough to easily administer the test and not have any significant impact on total estimates, should the test have shown any differences.

MRI tracked the results of the test during and after the field period and is currently analyzing the complete data set.  Since the test was only conducted in a single market, MRI will not release data from the test in the Spring 2009 report.  MRI is continuing the test in Wave 61 and based on the statistical analyses, will decide whether to roll-out the new questions for all markets in future waves.

In Wave 60, MRI revised the showcard for this question so that the answer list now reflects the original (pre-Wave 51) order.  Estimates are consistent once again with historical patterns and thus, beginning in Wave 60, MRI will no longer make the adjustment.