Media & Healthcare Advertising

2023  |  2022

ALPHABETICAL LISTING
• AARP The Magazine
• Allrecipes Magazine
• Allure
• American Legion Magazine, The
• Architectural Digest
• Better Homes and Gardens
• Bloomberg Businessweek
• Bon Appétit
• Car and Driver
• Condé Nast Traveler
• Cosmopolitan
• Country Living
• EatingWell*
• Economist, The
• Elle
• Entertainment Weekly*
• Esquire
• Essence
• Family Handyman, The
• Food & Wine
• Food Network Magazine
• Forbes
• Fortune
• Golf Digest
• Golf Magazine
• Good Housekeeping
• GQ
• Harper's Bazaar
• Health*
• HGTV Magazine
• House Beautiful
• In Touch
• InStyle*
• Martha Stewart Living
• Men's Health
• Midwest Living
• National Geographic
• New Yorker, The
• OK!
• Parents*
• People
• People en Español*
• Popular Mechanics
• Prevention
• Reader's Digest
• Real Simple
• Rolling Stone
• Shape*
• Smithsonian
• Southern Living
• Sports Illustrated
• Star**
• Taste of Home
• Time
• Travel + Leisure
• TV Guide Magazine
• Us Weekly
• Vanity Fair
• Vogue
• Wired
• Woman's Day
• Women's Health
*Print/Print or digital audience, and print frequency are not reported for these titles. Only magazine website reach and frequency are available.
**Magazine website reach and frequency data are not reported for these titles. Only print/print or digital audience and print frequency are available.

GENRE NETS (PRINT, PRINT or DIGITAL)
Business/Finance
• Bloomberg Businessweek
• Economist, The
• Forbes
• Fortune
• Wired

Epicurean
• Allrecipes Magazine
• Bon Appétit
• Food Network Magazine
• Food & Wine
• Taste of Home

General Editorial - Mature
• AARP The Magazine
• American Legion Magazine, The
• Reader's Digest

General Editorial - Other
• National Geographic
• New Yorker, The
• Rolling Stone
• Smithsonian
• Vanity Fair

Health
• Prevention

Home Services
• Architectural Digest
• Better Homes and Gardens
• Country Living
• Family Handyman, The
• HGTV Magazine
• House Beautiful
• Midwest Living
• Southern Living

Men's
• Car and Driver
• Esquire
• GQ
• Men's Health
• Popular Mechanics

News and Entertainment Weeklies
• In Touch
• OK!
• People
• Star
• Time
• TV Guide Magazine
• Us Weekly

Sports/Outdoors
• Golf Digest
• Golf Magazine
• Sports Illustrated

Travel
• Condé Nast Traveler
• Travel + Leisure

Women's
• Allure
• Cosmopolitan
• Essence
• Good Housekeeping
• Martha Stewart Living
• Real Simple
• Woman's Day
• Women's Health

Women's Fashion
• Elle
• Harper's Bazaar
• Vogue

Six month screen: Select all of the magazines and magazine websites that you may have read or looked at in the last 6 months. Remember to include printed issues, digital issues, visits to the magazine’s website or viewing the magazine’s website content on another source.

Magazine Estimated Audience

• Printed paper issue
• NET: Printed paper issue or Digital issue

Magazine Website Average Monthly Reach

• Magazine website - Multi-Platform

Audience Estimates by Genre

Printed
Printed or Digital

• Business/Finance
• Epicurean
• General Editorial - Mature
• General Editorial - Other
• Health
• Home Services
• Men's
• News and Entertainment Weeklies
• Sports/Outdoors
• Travel
• Women's
• Women's Fashion

Printed paper issue frequency:
How many of the last four printed issues published did you read or look into?

1, 2, 3, 4

Magazine Quintiles (Number of last four issues read/looked at - print + digital)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quintile 5 (Lowest)

Magazine website frequency - Multi-Platform:
Thinking only about magazine websites, how often do you typically visit each of these websites?

• Daily
• Weekly
• Monthly

What devices do you ever use to read or look at any magazine content online (for example visiting a magazine’s website or using a magazine’s app)?

• Desktop or Laptop PC
• Smartphone
• Tablet
• Some other device
• Do not read/look at magazine content online

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Magazine ads
• Magazine articles
• Magazine websites
• Health related publications

Thinking about any national or local newspapers, how often do you read or look at a newspaper?

• Everyday
• 4-5 times a week
• 2-3 times a week
• Once a week
• Less than once a week
• Never

How many newspapers have you read or looked at in the last 7 days?

• None
• 1-2
• 3-4
• 5-9
• 10 or more

Newspaper Quintiles (Number of newspapers read/looked at in last 7 days)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quintile 5 (Lowest)

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Newspaper ads
• Newspaper articles
• Newspaper websites
• Magazines in the Sunday newspaper

How many hours do you listen to the radio on a typical weekday and weekend day, including streaming radio, music or podcasts?

• None
• Less than 30 minutes
• 30 minutes to less than 1 hour
• 1 to less than 2 hours
• 2 to less than 3 hours
• 3 to less than 5 hours
• 5 or more hours

Radio Quintiles (Sum of hours spent listening during a typical week)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quintile 5 (Lowest)

How do you typically listen to the radio, including streaming radio, music or podcasts?

• Regular AM/FM radio
• Satellite radio
• Internet/Apps (e.g., Pandora, Spotify, podcasts)
• Other
• I never listen to the radio

What music or radio streaming services do you listen to?

• Amazon Music (Unlimited or Prime)
• Apple Music
• iHeartRadio
• Pandora
• SiriusXM
• Spotify
• Other
• I do not listen to streaming radio/music

Thinking of a typical weekday (Monday – Friday), how many hours do you spend watching television during the following time periods?

None, less than 1 hour, 1 to less than 2 hours, 2 to less than 3 hours, 3 or more hours

(Time zones: Central, Mountain, Alaska, Hawaii)
• 6 AM to 9 AM
• 9 AM to 5 PM
• 5 PM to 7 PM
• 7 PM to 10 PM
• 10 PM to 12:30 AM
• 12:30 AM to 6 AM

(Time zones: Eastern, Pacific)
• 6 AM to 9 AM
• 9 AM to 6 PM
• 6 PM to 8 PM
• 8 PM to 11 PM
• 11 PM to 1:30 AM
• 1:30 AM to 6 AM

How many hours do you spend watching television on a typical weekend day (Saturday – Sunday) during the following time periods?

None, less than 1 hour, 1 to less than 2 hours, 2 to less than 3 hours, 3 or more hours

(Time zones: Central, Mountain, Alaska, Hawaii)
• 6 AM to 9 AM
• 9 AM to 5 PM
• 5 PM to 7 PM
• 7 PM to 10 PM
• 10 PM to 12:30 AM
• 12:30 AM to 6 AM

(Time zones: Eastern, Pacific)
• 6 AM to 9 AM
• 9 AM to 6 PM
• 6 PM to 8 PM
• 8 PM to 11 PM
• 11 PM to 1:30 AM
• 1:30 AM to 6 AM

Television Quintiles (Sum of hours spent watching during a typical week)

Reported by TV platform: Any platform; Live network via antenna/OTA; Live cable, satellite, or phone service; Recorded/DVR; Streaming/VoD

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quintile 5 (Lowest)

What devices do you personally use to watch television? This includes live or recorded TV, or any streaming programs.

• Desktop or Laptop PC
• Gaming Console
• Smartphone
• Streaming device
• Tablet
• Television
• Smart TV/Internet-enabled TV
• Other device
• I do not watch any TV programs

Which types of television do you watch?

• Live broadcast television using an antenna or ‘over the air’
• Live broadcast television using cable, satellite or telephone companies for TV/video service
• Recorded TV/DVR
• Streaming services/Video on Demand (VoD)

In a typical week, what proportion of your television viewing time is spent watching each of the following? (Adds to 100% among types watched)

• Live network TV
• Live cable TV
• Recorded TV/DVR
• Streaming services/Video on Demand (VoD)

On Demand vs. Live TV viewing

• Only watch on demand TV (streaming/VoD/DRV)
• Mostly watch on demand TV (streaming/VoD/DRV)
• Mostly watch live TV (OTA/cable)
• Only watch live TV (OTA/cable)

What streaming services or apps have you used in the last month?

• Amazon Prime Video
• Apple TV+
• AT&T TV Now
• Crackle
• Disney+
• HBO/HBO Max
• Hulu
• Netflix
• Paramount+ (formerly CBS All Access)
• Peacock
• Showtime
• Sports streaming channels or major league apps (e.g., ESPN+, MLB.TV, FuboTV)
• YouTube TV (includes access to live and cable TV content)
• Other streaming services or apps

How do you typically watch television when it comes to commercials? (0-10 scale)

• [0] Only watch TV with commercials (may or may not skip them)
• [1-3] Primarily watch TV with commercials
• [4-6] Watch with commercials and commercial-free equally
• [7-9] Primarily watch commercial-free TV
• [10] Only watch commercial-free TV (e.g., Netflix, Hulu-No Commercials)

In the last 7 days, what types of television content have you watched, including streaming or recorded/DVR programs or movies?

• Animation/Cartoons - Daytime (e.g., SpongeBob SquarePants)
• Animation - Evening (e.g., The Simpsons, Bob's Burgers)
• Award Ceremony (e.g. the Oscars)
• Comedy - Sitcom (e.g., Young Sheldon, Curb Your Enthusiasm)
• Comedy - Variety/Sketch (e.g., America's Funniest Home Videos, SNL)
• Comedy - Dramedy/Other (e.g., The Marvelous Mrs. Maisel, Workin' Moms)
• Cooking
• Court Shows
• Dramas/Soaps - Daytime (e.g., The Young and The Restless)
• Drama (e.g., This is Us, Outlander)
• Crime drama (e.g., NCIS, The Equalizer, Law & Order)
• True Crime/Crime Documentary (e.g., Snapped, Dr. Death)
• Faith-based/Religious (e.g., 700 Club, Joseph Prince)
• Financial News (e.g., Mad Money)
• Game Shows - Daytime (e.g., The Price is Right)
• Game Shows - Evening (e.g., Family Feud)
• Health (e.g., The Dr. Oz Show)
• Home/Garden Improvements
• Home Shopping
• Movies
• Music (e.g., CMT Music, MTV Classic, MTV/MTV2)
• News - Morning news shows (e.g., CBS This Morning, Today)
• News - Evening newscasts between 4pm-7pm (e.g., ABC World News Tonight, CBS Evening News)
• News - Other Local/National/World (e.g., Hannity, Anderson Cooper 360)
• News Magazine
• News - Celebrity Gossip/Entertainment (e.g., Entertainment Tonight, TMZ)
• Reality - Competition (e.g., The Masked Singer, The Bachelor)
• Reality - Other (e.g., Real Housewives)
• Sci-Fi/Fantasy (e.g., The Expanse, The Witcher)
• Superhero (e.g., The Umbrella Academy, The Flash)
• Supernatural/Horror (e.g., Stranger Things, The Walking Dead)
• Self Improvement or Makeover (e.g., Queer Eye)
• Spanish Language
• Sports Event (e.g., Sunday Night Football)
• Sports: Non Live Event (e.g., SportsCenter)
• Talk/Conversation - Daytime (e.g., Dr. Phil, Live with Kelly and Ryan)
• Talk/Variety - Late Night (e.g., Late Show with Stephen Colbert)
• Travel
• Other type of program(s)
• No TV watched in the last 7 days

In the last 7 days, what television networks have you watched?

• A&E
• ABC
• Adult Swim
• AHC (American Heroes Channel)
• AMC
• Animal Planet
• BBC America
• BET
• Bravo
• Cartoon Network
• CBS
• CMT
• CNBC
• CNN
• Comedy Central
• Cooking Channel
• The CW
• Discovery Channel
• Discovery Life Channel
• E!
• ESPN (e.g., ESPN, ESPN2, ESPNews)
• Food Network
• FOX
• FOX News Channel
• FOX Sports (e.g., FS1, FS2)
• Freeform
• FX
• Game Show Network (GSN)
• Hallmark (e.g., Hallmark Channel, Hallmark Movies & Mysteries)
• HGTV
• History
• HLN
• ID (Investigation Discovery)
• INSP
• ION
• Lifetime or LMN
• MeTV
• MSNBC
• MTV
• National Geographic
• NBC
• NewsNation (formerly WGN America)
• NFL Network
• Nick @ Nite
• OWN (Oprah Winfrey Network)
• Oxygen
• Paramount Network
• PBS
• Science Channel
• Syfy
• TBS
• Telemundo
• TLC
• TNT
• Travel Channel
• truTV
• TV Land
• Univision
• USA Network
• VH1
• WE tv
• The Weather Channel
• None of these

What sports did you regularly watch on television during their last season?

• Auto racing - Formula 1
• Auto racing - NASCAR
• College Baseball
• College Basketball
• College Football
• Esports
• Extreme Sports
• Figure Skating
• Golf
• Horse Racing
• MLB Baseball
• NBA Basketball
• NFL Football
• NHL Hockey
• Professional Boxing
• Soccer
• Tennis
• Track & Field

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Television programs
• Television advertisements

In the last 12 months, where have you seen or heard any healthcare advertising?

• Direct mail
• In a doctor’s office
• In a pharmacy
• In a magazine
• In a newspaper (daily or weekend)
• On television
• On the Internet
• On a mobile device (smartphone or tablet)
• On social media
• On the radio
• On a smart speaker (e.g., Amazon Echo, Google Home)
• Outdoors (e.g., billboards)
• Somewhere else

What actions have you taken as a result of seeing or hearing healthcare advertising?

• Asked your doctor for a product sample of a prescription drug
• Asked your doctor to prescribe a specific drug
• Called a toll free number to get additional information
• Conducted an online search
• Consulted a pharmacist
• Discussed an ad with a friend or relative
• Discussed an ad with your doctor
• Downloaded an app
• Made an appointment to see a doctor
• Purchased a non-prescription product
• Referred to a book, journal or magazine for additional information
• Refilled a prescription
• Signed up for a mail/email list to receive more information
• Switched to a different brand
• Took medication
• Used a coupon
• Visited any website (NET)
• Visited a pharmaceutical company’s website
• Visited some other website
• Watched a video online
• Took some other action
• Took no action OR No healthcare ads seen or heard in last 12 months (NET)

Can be used to compare media use across channels




Magazines (print and digital issues)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours or greater



Newspapers (any platform)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours



Radio (AM/FM, satellite, Internet/apps)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours



Television (any platform)
Live Network TV using antenna or over-the-air
Live Cable TV using cable/satellite/telephone service
Recorded TV/DVR
Streaming/Video on Demand (VoD)

Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours
• 6.0 hours to less than 7.0 hours
• 7.0 hours to less than 8.0 hours
• 8.0 hours or greater



Internet on Any Device
Internet on a Mobile Device
Internet on Social Media

Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours
• 6.0 hours to less than 7.0 hours
• 7.0 hours to less than 8.0 hours
• 8.0 hours or greater



For channel allocation analysis, MARS recommends coding the midpoint values in brackets below for estimating means:

• Zero [0.00]
• Less than 0.5 hours [0.25]
• 0.5 hours to less than 1.0 hours [0.50]
• 1.0 hours to less than 1.5 hours [1.00]
• 1.5 hours to less than 2.0 hours [1.50]
• 2.0 hours to less than 3.0 hours [2.00]
• 3.0 hours to less than 4.0 hours [3.00]
• 4.0 hours to less than 5.0 hours [4.00]
• 4.0 hours or greater [7.00] (magazines only)
• 5.0 hours to less than 6.0 hours [5.00]
• 6.0 hours to less than 7.0 hours [6.00]
• 7.0 hours to less than 8.0 hours [7.00]
• 8.0 hours or greater [13.00]

2022 MARS

Magazine Quintiles (Number of last four issues read/looked at - print and digital) (Out of a total of 220 issues: 55 magazines x 4 issues)

• Quintile 1 (Highest) - 8.1 or more
• Quintile 2 (2nd Highest) - 2.3 to 8.1
• Quintile 3 (Middle) - 0.2 to 2.3
• Quintile 4 (2nd Lowest) - Less than 0.2
• Quintile 5 (Lowest) - Less than 0.2

Newspaper Quintiles (Number of newspapers read/looked at in last 7 days)

• Quintile 1 (Highest) - 3.5 or more
• Quintile 2 (2nd Highest) - 1.5 to 3.5
• Quintile 3 (Middle) - Less than 1.5
• Quintile 4 (2nd Lowest) - Less than 1.5
• Quintile 5 (Lowest) - Less than 1.5

Radio Quintiles (Sum of hours spent listening during a typical week)

• Quintile 1 (Highest) - 20.0 or more
• Quintile 2 (2nd Highest) - 10.5 to 20.0
• Quintile 3 (Middle) - 5.3 to 10.5
• Quintile 4 (2nd Lowest) - 3.5 to 5.3
• Quintile 5 (Lowest) - Less than 3.5

Television Quintiles - Any Platform (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 68.5 or more
• Quintile 2 (2nd Highest) - 49.0 to 68.5
• Quintile 3 (Middle) - 35.5 to 49.0
• Quintile 4 (2nd Lowest) - 22.0 to 35.5
• Quintile 5 (Lowest) - Less than 22.0

Television Quintiles - Live network via antenna/OTA (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 5.8 or more
• Quintile 2 (2nd Highest) - Less than 5.8
• Quintile 3 (Middle) - Less than 5.8
• Quintile 4 (2nd Lowest) - Less than 5.8
• Quintile 5 (Lowest) - Less than 5.8

Television Quintiles - Live cable, satellite, or phone service (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 34.3 or more
• Quintile 2 (2nd Highest) - 14.7 to 34.3
• Quintile 3 (Middle) - 0.2 to 14.7
• Quintile 4 (2nd Lowest) - Less than 0.2
• Quintile 5 (Lowest) - Less than 0.2

Television Quintiles - Recorded/DVR (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 8.5 or more
• Quintile 2 (2nd Highest) - Less than 8.5
• Quintile 3 (Middle) - Less than 8.5
• Quintile 4 (2nd Lowest) - Less than 8.5
• Quintile 5 (Lowest) - Less than 8.5

Television Quintiles - Streaming/VoD (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 33.0 or more
• Quintile 2 (2nd Highest) - 12.3 to 33.0
• Quintile 3 (Middle) - Less than 12.3
• Quintile 4 (2nd Lowest) - Less than 12.3
• Quintile 5 (Lowest) - Less than 12.3

Internet on Any Device Quintiles (Sum of hours spent on the Internet in a typical week)

• Quintile 1 (Highest) - 74.5 or more
• Quintile 2 (2nd Highest) - 51.0 to 74.5
• Quintile 3 (Middle) - 35.5 to 51.0
• Quintile 4 (2nd Lowest) - 20.5 to 35.5
• Quintile 5 (Lowest) - Less than 20.5

Internet on a Mobile Device Quintiles (Sum of hours spent online on a mobile device in a typical week)

• Quintile 1 (Highest) - 52.1 or more
• Quintile 2 (2nd Highest) - 29.6 to 52.1
• Quintile 3 (Middle) - 15.3 to 29.6
• Quintile 4 (2nd Lowest) - 3.2 to 15.3
• Quintile 5 (Lowest) - Less than 3.2

Internet on Social Media Quintiles (Sum of hours spent online using social media in a typical week)

• Quintile 1 (Highest) - 42.3 or more
• Quintile 2 (2nd Highest) - 21.3 to 42.3
• Quintile 3 (Middle) - 9.4 to 21.3
• Quintile 4 (2nd Lowest) - 2.0 to 9.4
• Quintile 5 (Lowest) - Less than 2.0