NEWS3 February 2011

UM and Initiative sign up for Interpret’s new media survey

New business North America

US— Mediabrands agencies UM and Initiative have subscribed to a quarterly syndicated survey of digital media usage, carried out by research agency Interpret.

The survey, New Media Measure, polls 9,000 consumers aged 12-65 on five main areas: their use of digital entertainment, devices, social media, mobile phones and videogames.

UM’s deal with Interpret is an extension of an existing subscription arrangement between the two companies.

Michael Haggerty, UM’s director of research and marketing accountability, said the survey had proved helpful to the firm’s advertising clients in planning for “the rapid rise of emerging technologies and social media that has altered the way they can connect with their audience”.

Interpret is headed by CEO Michael Dowling (pictured).