MTV Networks has signed a multiyear license agreement for the Simmons
National Consumer Study and the National Teens Study, Simmons Market Research
Bureau announced Tuesday.
MTVN vice president of research and planning Marshall Jacobowitz cited the
importance of the qualitative researcher's psychographics and
purchasing-behavior data. He said in a prepared statement, "With [Simmons']
`Behaviorgraphics' link, we can go beyond demographics to describe viewers by
their psychographics, lifestyles, purchasing behavior and brand preferences
among over 7,000 brands."
Simmons president Chris Wilson said MTVN is the latest in a series of recent
client signings, many including its Hispanic research panel. They have included
NBC, Telemundo Communications Group Inc., Discovery Networks U.S. and ad agency
Foote, Cone & Belding Worldwide.