Cross-Media Research in Latin America: ESPN Releases Data from Groundbreaking "All Day Every Day" Expansion
ESPN’s "All Day Every Day" research program – which Knowledge Networks designed and continues to execute – has extended its reach to South America. Since 2009 , we have been applying this model to illuminate media use in Mexico, Brazil and Argentina – Latin America’s biggest media markets.
As reported in Total Medios, a Latin media trade publication, the research has shown that daily time spent with media varies by nearly two hours, depending on the country – from 9 hours, 16 minutes, for Argentina to 7 hours, 26 minutes for Mexico. The article also indicates that, according to All Day Every Day, consumers in the three countries spend 1.28 hours with ESPN media – TV, radio, online, print, and mobile – per day.
The customized package that Knowledge Networks delivers to ESPN is based on MultiMedia Mentor®, combining
- time spent measures across 5 media,
- in-depth profiles, including product use, of respondents, and
- reporting and optimization software that KN developed
"The media industry is changing all over the world – so how we track media usage has to advance accordingly," said Rikki Groeger, Vice President of International Research at ESPN. "The Latin American market has shown strong expansion in media outside of TV, so it was a good time to demonstrate the impact of usage and how consumers are using media differently. We wanted to work with a proven cross-platform methodology, so we based it on the U.S. research model – with the goal of also making it standard practice. We now know that consumers in this region's key markets do not behave much differently, in terms of media, than in the U.S.; media usage in general continues to grow, across all platforms."
ESPN has been a leader in studying cross-platform media audiences; in the U.S., its ESPN XP initiative — in which Knowledge Networks played a key role — delivered unprecedented depth of insights.
