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Middletown Media Studies II

In 2004, the CMD returned to the Middletown Media Study methodology to explore the findings of Middletown I in greater detail, not only replicating the observational arm of that media study, but addressing several key questions that emerged from the study:
  • It was important to increase the sample size to 400 The original sample was 101, and some people raised questions about our ability to extract data from so small a sample.
  • Applicability to larger metropolitan areas. Although the phone survey results from Delaware County were comparable to national figures, some people wondered if we would get the same results in a large city.
  • Additional program detail. Probably the most common question simply involved more specific notations on media behavior.


The Observational Method adopted for this study, provides a depth of data and insight previously unmatched in media use studies – with over 5000 hours of observed time captured in 15 second increments.
In addition to media use and exposure, observers also captured data on activities such as food preparation and consumption, childcare, shopping, personal care and so on.

The key findings of our first reports, The Media Day and Concurrent Media Exposure, provide a valuable addition to the sources available to those seeking to gain deeper insight to how consumers interact with all major media throughout the day.

The Media Day reports that people spend staggering amounts of time engaged, to one extent or another, with some form of medium during the average day. As one of the largest media observational studies of its kind, this report catalogues our daily interactions with media in more detail than ever before.

Concurrent Media Exposure outlines findings related to the "media multi-tasking" behaviors of consumers, including how common it is, how much of the media day it occupies, and which media are regularly combined in concurrent exposures.

Download Reports
The first two reports, The Media Day and Concurrent Media Exposure, represent the first of a series of White Papers and reports that were published from this study in the weeks and months after data collection.

Additional reports and white papers include: The Computer, A Medium for All Reasons, Engaging the Ad Supported Media, Mind the Measurement Gap.