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Advertising Research Guide: Media Planning: Demographics

This guide was created to provide a starting point for researching topics related to advertising, including ad expenditures and ad rates, marketing campaigns, media planning, and locating advertisements.

Mediamark MRI Topline Pocketpiece

 MRI Pocketpiece

Readership demographic information for 200+ magazines is available in the "MRI Topline Pocketpiece" reports. The Pocketpiece is a semi-annual quick-reference table of data from the current Survey of the American Consumer, and it provides audience estimates and basic reader demographics. Information available in the Pocketpiece is: 

  • Average Audience
  • Readers Per Copy
  • Median Age
  • Median Income
  • Print + Digital Audience
  • Circulation

Mediamark University Internet Reporter: Consumer Survey Data

Mediamark Reporter presents demographic, lifestyle, product usage & media data based on a national survey of over 26,000 consumers. Reports contain product and brand usage data by a variety of demographic characteristics (age, household income, education, media consumption, etc.).

How to retrieve the reports:

  1. Go to Mediamark University Internet Reporter and log-in (see instructions in the right column for how to create an account).
  2. Click on the University Reporter button.
  3. Select [Spring 2017] Product.
  4. In the [Choose Report] box select a category (Apparel/Accessories; Leisure/Sports; Shopping, etc.)
  5. Scroll through the [Category] box to locate the each of specific reports mentioned above.
  6. To narrow down to a report make your selections in the CATEGORY, BASE and TARGET boxes.  With each click the report will load on the right side of the page. 

Create a Mediamark University Internet Reporter Account

Create a Mediamark University Internet Reporter Account:

To use Mediamark you must create an account using your Bentley email address and a registration code. If your professor has not provided you with a registration code, please visit or email the Reference Desk at to obtain the code.

Registration Steps:

  1. Go to the Mediamark home page and click [Register].
  2. Enter the Registration Code, your name and your Bentley University email address.  If your professor has not provided you with a registration code, please visit or email the Reference Desk at to obtain the code. A Bentley email address is required for proper authentication.
  3. After registering, you will receive a password validation email from You must click the activation link in the email within 3 days to activate your account and set up your password.
  4. After clicking the activation link, you will be able to create your own password to access Mediamark University Internet Reporter. The password must be between 8-16 characters in length and have at least one alphabetic character and one numeric digit.
  5. After all these steps have been completed, proceed to Mediamark Reporter to begin using the database.

Mediamark Reporter Help

Mediamark Reporter Help:

How to Read a Mediamark Report
This one page PDF explains how to interpret data in a Mediamark report.

Mediamark University Internet Reporter Tutorial
This 15 page PDF document explains how to use the Mediamark University Internet Reporter.

How to Change Default Target Settings
This document provides instructions for adding ALL available targets to your default target settings.

How to Use the Mediamark database
This series of Video Tutorials is brought to you by Western Washington University librarian, Elizabeth Stephan. 

Mediamark Reporter/MRI+ User Guide Definitions
A guide to commonly used terms in the Mediamark/MRI+ databases.

Mediamark Survey of the American Consumer Questionnaires, Technical Guides and Codebooks
View the personal interview questionnaire, product booklet, technical guide (which includes methodology), and codebook (which lists all the variables that are measured and any associated disclosures or explanatory information) used for each survey.