M:Metrics and Mediamark Research & Intelligence Partner to Offer Consumption Metrics Across Mobile and Offline Media

LAS VEGAS, NV, Mar 31 (MARKET WIRE) --
M:Metrics, the mobile media authority, and Mediamark Research & Intelligence
(MRI) today announced that the two research firms will partner to deliver the
first product to combine offline and mobile media audience metrics in the U.S.,
allowing agencies and mobile operators to better integrate mobile into
cross-media campaigns using industry-standard media planning tools.

This new product will incorporate M:Metrics' industry-leading mobile
audience
metrics from its flagship MobiLens syndicated data service into MRI's Survey
of the American Consumer, which collects information on adult consumers' media
choices, product usage, demographics, lifestyle and attitudes. Usage of
nearly 6,000 product and service brands across 550 categories are measured,
along with the readership of hundreds of magazines and newspapers, Internet
usage,
TV viewership to the program level, national and local radio listening, Yellow
Pages usage and out-of-home exposure.

M:Metrics' MobiLens syndicated research service is a prime source of
exposure data for the mobile media market. The firm's monthly survey is
thelargest of its kind, and measures the mobile media consumption habits of
more than 500,000 consumers in the United States, Europe and China annually.
The product will link data from MRI's Survey of the American Consumer and
MobilLens. The intention is to have the product commercially available within
the
second half of 2008.

"Increasingly, media planners seek to understand how mobile fits into
consumers' lifestyles," said Kathi Love, president and CEO, MRI.
"M:Metricshas unparalleled insights into the mobile media consumer, and its
measurement
of the mobile medium has been widely adopted. Our intention with this
partnership
is to deliver a product that will allow media planning agencies to gauge the
potential impact of cross-media campaigns that includes mobile Web advertising
with
far greater precision than currently possible. Moreover, it will enable mobile
advertisers to obtain a far richer understanding of the consumers they are
reaching through the mobile medium. This product will also help traditional
media companies estimate the potential exposure to content that they create for
delivery on a mobile device."

The new insights will be available through MEMRI, MRI's proprietary data
analysis program, as well as other existing software tools used by media
planners and media owners.

"Mobile has quickly evolved from merely a technology to a medium in its
ownright," said Will Hodgman, president and CEO, M:Metrics. "Together, MRI
andM:Metrics can paint a detailed portrait to mobile manufacturers and wireless
carriers of the people in their market, including their media habits,
consumption of numerous products and psychographic profiles."

About M:Metrics

M:Metrics is the mobile media authority. As the only research firm to
measure the audience for mobile media, M:Metrics provides the most
accuratemetrics on actual mobile content consumption by applying trusted media
measurement methodologies to the mobile market.

M:Metrics' monthly syndicated data service gives clients the critical
insights and
intelligence required to inform smart business strategies and the competitive
benchmarks needed to evaluate the performance of competitors and partners.
M:Metrics is a private, venture-funded corporation headquartered in Seattle,
with
offices in San Francisco and London.

About MRI

Founded in 1979, MRI interviews approximately 26,000 U.S. adults in their
homes
each year, asking about their use of media, their consumption of products
and their lifestyles and attitudes.

MRI is the country's leading provider of magazine audience and multimedia
research
data. The company releases data from Survey of the American Consumer (adults
18+)
twice yearly, in the spring and fall. MRI data have become the basic
media-planning currency for the majority of the media plans that are created
each year by national advertisers and their agencies. The company's 26,000
in-home interviews each year represent the biggest survey of its kind. MRI is
part
of GfK Group AG, Nuremberg, Germany. For more information, please visit
http://www.mediamark.com/.

Contacts:

Jaimee Minney
M:Metrics
206.390.6637 (m)
Email Contact

Anne Marie Kelly
MRI
212.884.9204 (o)
Email Contact

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