Media Decoder: Madison Avenue Turns a Keen Eye Toward Mothers

June 14, 2011

An organization that seeks to improve the quality of information about how consumers consume media is releasing its most comprehensive data to date.

The data is being compiled to focus on mothers, a demographic group that Madison Avenue is keen to know more about because of how often they shop and the fact they buy goods for their families as well as themselves.

The organization, named the Coalition of Innovative Media Measurement, is a consortium of two dozen companies in the advertising, marketing and media industries.

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