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Media Audiences and Audience Analysis


This course guide was created for COM 3390: Media Audiences and COM 8322: Audience Analysis. For your assignment, you will need to draw on and analyze data sets that measure audience media use. Please use the resources below to search for and obtain this data. 

MRI+ University Internet Reporter

Gfk MRI+ conducts national consumer surveys gathering data on buying and media consumption habits. Their data can be used to do competitive analyses of brands, pinpoint the demographic and media habits by product use or lifestyle behaviors, or identify the media consumption patterns of demographic groups.

Note: To access you MUST register with your Villanova email address and create a password. It is CASE SENSITIVE. Our license agreement PROHIBITS QUOTATIONS from Media Mark data in ANY PUBLICATION.

**For specific outlets/sectors/programs and audience data, click Mediamark Reporter on the top right of the the MRI+ homepage (circled in red below) once you have logged in.**

Mediamark Research has produced a print guide to searching and interpreting MRI+ results.  For video tutorials, please see Business Librarian Linda Hauck's topic guide.

Data Sets

  Pew Research Center

  Annenberg Public Policy Center

  Statistical Insight (ProQuest)

  Inter-University Consortium for Political and Social Research (ICPSR)

  Kaiser Family Foundation

  Polling the Nations

  Roper Center for Public Opinion Research

  MRI University Internet Reporter


Get Nielsen ratings from TVbytheNumbers.com.

Search Nielsen for media data reports and trends (note only clients have full access to their ratings).

For cable data, ratings, demographics, and more, check the Cabletelevision Advertising Bureau

The Television Bureau of Advertising (TVB) is the trade association for commercial television and provides media measurements, analyses, and media comparisons.

More Web Sites

  adViews: Digital archive

  Maynard Institute

  Commercial Closet

  On the Media

  The Living Room Candidate

 Media Directories

  Gale directory of publications and broadcast media
REF PN4867.G28

  The Advertising red books

  SRDS Claritas (Kantar Media) Trial ends 3/4/18
Claritas Segmentation and Market Solutions is a data tool for understanding consumers based on Nielsen analytics. For access to Claritas Segmentation and Market Solutionsfollow these instructions

Citing Your Sources in APA Style

Even though you have been using APA style for the past 4 years, you may be full of dread at the thought of writing your reference list.  The library is here to help!

Whether writing your reference list by hand or proofreading a Refworks bibliography, you will definitely need to have the APA rules on hand.  Check out the resources below:

  • If you find the Publication Manual confusing or scary (or both), try the APA Online Tutorial.  This video guide is clear and easy to watch.  It gives a thorough overview of how to format your paper and cite your sources.
  • For those trickier scenarios (how do I cite my class notes?  how do I cite a blog post?), try searching the APA Style Blog.  This is another official APA site, so it is an authoritative source.


Last Modified: 2017-06-14 13:08:49