MARS Consumer Health Study

Magazines (print, digital, websites)

Click each Topic below for details

ALPHABETICAL LISTING

AARP The Magazine
Allrecipes Magazine
American Legion Magazine, The
Architectural Digest
Better Homes and Gardens
Bloomberg Businessweek
Bon Appétit
Car and Driver
Condé Nast Traveler
Cosmopolitan
Country Living
Economist, The
Elle
Esquire
Essence
Family Handyman, The
Food & Wine
Food Network Magazine
Forbes
Fortune
Golf Digest
Golf Magazine
Good Housekeeping
GQ
Harper's Bazaar
HGTV Magazine
House Beautiful
Men's Health
National Geographic
New Yorker, The
People
Popular Mechanics
Prevention
Reader's Digest
Real Simple
Rolling Stone
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

**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
Southern Living

Men's

Car and Driver
Esquire
GQ
Men's Health
Popular Mechanics

News and Entertainment Weeklies

People
Star
Time
TV Guide Magazine
Us Weekly

Sports/Outdoors

Golf Digest
Golf Magazine
Sports Illustrated

Travel

Condé Nast Traveler
Travel + Leisure

Women's

Cosmopolitan
Essence
Good Housekeeping
Real Simple
Woman's Day
Women's Health

Women's Fashion

Elle
Harper's Bazaar
Vogue

Audience & Reach

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

Frequency and Magazine Quintiles

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

Devices Used for Online Magazine Content

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

Magazine Information Sources

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

Go to all Information Sources

Newspaper Readers

Click each Topic below for details

Newspaper Readers

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)

Newspaper Information Sources

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

Go to all Information Sources

Radio, Podcasts, and Streaming Music

Click each Topic below for details

Daypart Listening/Audio Streaming and Quintiles

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

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/Podcasts/Streaming Music Quintiles - Any device (Sum of hours spent listening/streaming during a typical week)

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

Radio, Podcasts, and Streaming Music

What devices do you personally use to listen to radio, podcasts, or streaming music?

[Devices always presented]

Home stereo system, regular AM/FM radio, or satellite radio receiver
Car stereo system including AM/FM or satellite radio

[Devices presented if previously selected as owned/used]

Smartphone
Desktop or Laptop PC
Gaming Console
Media streaming device
Tablet
Smart TV/Internet-enabled TV
Smart speakers
Wearable fitness tracker, activity band or clip-on
Smartwatch

I never listen to radio, podcasts, or streaming music

How often do you listen to podcasts?

Daily
Weekly
Monthly
Less often
Never

What apps or platforms do you use to listen to podcasts?

Amazon Music
Apple Podcasts (iTunes)
Audible
Castbox
Google Podcasts
iHeart
Pandora
PlayerFM
Pocket Casts
SiriusXM
Spotify
Stitcher
TuneIn Radio
YouTube
Other

What streaming services do you use to listen to music?

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

Television

Click each Topic below for details

Daypart Viewing and TV Quintiles

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

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

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

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

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)

How Television is Watched & Streaming Services

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

[Devices presented if previously selected as owned/used]

Desktop or Laptop PC
Gaming Console
Smartphone
Media 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/DVR)
Mostly watch on demand TV (streaming/VoD/DVR)
Mostly watch live TV (OTA/cable)
Only watch live TV (OTA/cable)

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 Ads)

Thinking about the last month, which of these FREE TV/video streaming services or apps did you use?

Which of these FREE services/apps have you used in the last 7 days?

Amazon Freevee (formerly IMDb TV)
Crackle
Peacock
Pluto
Roku
Tubi
ViX
Vudu
Xumo
YouTube
Other FREE streaming services/apps
None, no FREE services/apps used in the last month

Thinking about the last month, which of these TV/video streaming services or apps did you use, that require a monthly or annual subscription fee?

Which of these paid services/apps have you used in the last 7 days?

For which of these do you pay a higher tier subscription fee to watch content with NO COMMERCIALS/ADS?

Amazon Prime Video
Apple TV+
DirecTV Stream (formerly AT&T TV Now)
Discovery+
Disney+
ESPN+
Other sports streaming channels or major league apps (e.g., MLB.TV, FuboTV)
HBO Max
Hulu
Netflix
Paramount+ or Paramount+ with Showtime bundle
Peacock Premium/Plus
Showtime
YouTube TV
Other streaming services or apps that require a fee
None, no paid services/apps used in the last month

Have you cancelled any paid streaming service in the last 30 days, either temporarily or permanently (including services with free trial periods)?

Which ONE of these reasons BEST matches why you cancelled a paid streaming service in the last 30 days, either permanently or temporarily?

I was not using it enough
The service raised its prices
A specific series or live event ended
To join another service with content I prefer to see
No content that I am currently interested in seeing
Needed to save money
My free trial ended
Other reason

Television Genres

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., Euphoria, Outlander)
Crime drama (e.g., NCIS, The Equalizer, Law & Order)
True Crime/Crime Documentary (e.g., Snapped, Evil Lives Here)
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
Home/Garden Improvements
Movies
Music (e.g., CMT Music, MTV Classic, MTV/MTV2)
News - Morning news shows (e.g., CBS Mornings, 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., Star Trek: Discovery, The Witcher)
Superhero (e.g., The Umbrella Academy, The Flash)
Supernatural/Horror (e.g., Stranger Things, The Walking Dead)
Suspense/Thriller (e.g., Reacher, Shining Girls)
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

Television Networks

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
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

Television Sports Programs

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

Television Information Sources

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

Go to all Information Sources

Healthcare Advertising

Click each Topic below for details

Where Seen/Heard

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

Actions Taken as a Result

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

CONTACTED A MEDICAL PROFESSIONAL

Asked your doctor for a product sample of a prescription drug
Asked your doctor to prescribe a specific drug
Made an appointment to see a doctor
Discussed an ad with your doctor
Consulted a pharmacist

LOOKED FOR MORE INFORMATION

Called a toll free number to get additional information
Discussed an ad with a friend or relative
Signed up for a mail/email list to receive more information

WENT ONLINE

Conducted an online search
Downloaded an app
Scanned a QR code
Visited any website (NET)
Visited a pharmaceutical company’s website
Visited some other website
Watched a video online

PURCHASED OR TOOK MEDICATION

Purchased a non-prescription product
Refilled a prescription
Switched to a different brand
Took medication
Used a coupon

Took some other action
Took no action OR No healthcare ads seen or heard in last 12 months (NET)

Healthcare Advertising Attitudes

How much do you agree or disagree?

Agree a lot, Agree a little, Neither agree nor disagree, Disagree a little, Disagree a lot

Friends come to me for advice about healthcare and medications
I always read the small print in magazine/newspaper pharmaceutical ads
I trust pharmaceutical companies that advertise the medications I take
I trust the opinions of my family and friends about health related issues
Pharmaceutical advertisements make me more knowledgeable about medicines

Go to all Attitudes & Opinions

Time Spent with Media

Click each Topic below for details

Time Spent with Media

Time Spent with Media - Hours Spent per Day

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

Radio/Podcasts/Streaming Music (any device)
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]

Media Quintiles

Click each Topic below for details

Media Quintiles

2023 MARS

Magazine Quintiles (Number of last four issues read/looked at - print and digital) (Out of a total of 200 issues: 50 magazines x 4 issues)

Quintile 1 (Highest) - 8.8 or more
Quintile 2 (2nd Highest) - 2.2 to 8.8
Quintile 3 (Middle) - 0.2 to 2.2
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/Podcasts/Streaming Music Quintiles - Any Device (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) - 66.5 or more
Quintile 2 (2nd Highest) - 47.0 to 66.5
Quintile 3 (Middle) - 34.0 to 47.0
Quintile 4 (2nd Lowest) - 21.0 to 34.0
Quintile 5 (Lowest) - Less than 21.0

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

Quintile 1 (Highest) - 4.6 or more
Quintile 2 (2nd Highest) - Less than 4.6
Quintile 3 (Middle) - Less than 4.6
Quintile 4 (2nd Lowest) - Less than 4.6
Quintile 5 (Lowest) - Less than 4.6

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

Quintile 1 (Highest) - 31.4 or more
Quintile 2 (2nd Highest) - 10.4 to 31.4
Quintile 3 (Middle) - Less than 10.4
Quintile 4 (2nd Lowest) - Less than 10.4
Quintile 5 (Lowest) - Less than 10.4

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

Quintile 1 (Highest) - 8.3 or more
Quintile 2 (2nd Highest) - Less than 8.3
Quintile 3 (Middle) - Less than 8.3
Quintile 4 (2nd Lowest) - Less than 8.3
Quintile 5 (Lowest) - Less than 8.3

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

Quintile 1 (Highest) - 34.0 or more
Quintile 2 (2nd Highest) - 15.0 to 34.0
Quintile 3 (Middle) - Less than 15.0
Quintile 4 (2nd Lowest) - Less than 15.0
Quintile 5 (Lowest) - Less than 15.0

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

Quintile 1 (Highest) - 71.0 or more
Quintile 2 (2nd Highest) - 47.5 to 71.0
Quintile 3 (Middle) - 33.5 to 47.5
Quintile 4 (2nd Lowest) - 20.0 to 33.5
Quintile 5 (Lowest) - Less than 20.0

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

Quintile 1 (Highest) - 50.0 or more
Quintile 2 (2nd Highest) - 29.1 to 50.0
Quintile 3 (Middle) - 14.8 to 29.1
Quintile 4 (2nd Lowest) - 3.5 to 14.8
Quintile 5 (Lowest) - Less than 3.5

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

Quintile 1 (Highest) - 38.1 or more
Quintile 2 (2nd Highest) - 20.2 to 38.1
Quintile 3 (Middle) - 9.0 to 20.2
Quintile 4 (2nd Lowest) - 1.9 to 9.0
Quintile 5 (Lowest) - Less than 1.9

Media & Healthcare Advertising 2024 | 2023

Media & Healthcare Advertising
2024 | 2023