ALPHABETICAL LISTING
• AARP The Magazine
• Allrecipes Magazine
• Allure
• American Legion Magazine, The
• Architectural Digest
• Arthritis Today
• Better Homes and Gardens
• Bloomberg Businessweek
• Bon Appétit
• Car and Driver
• Condé Nast Traveler
• Cooking with Paula Deen
• Cosmopolitan
• Country Living
• Diabetes Forecast*
• EatingWell
• Economist, The
• Elle
• Entertainment Weekly
• Esquire
• Essence
• Family Handyman, The
• Field & Stream
• First for Women
• Food & Wine
• Food Network Magazine
• Forbes
• Fortune
• Golf Digest
• Golf Magazine
• Good Housekeeping
• GQ
• Guideposts
• Harper's Bazaar
• Health
• HGTV Magazine
• House Beautiful
• In Touch
• InStyle
• Marie Claire
• Martha Stewart Living
• Men's Health
• Midwest Living
• National Geographic
• New Yorker, The
• O, The Oprah Magazine
• OK!
• Parents
• People
• People en Español
• Popular Mechanics
• Prevention
• Psychology Today
• Rachael Ray Every Day
• Reader's Digest
• Real Simple
• Rolling Stone
• Saturday Evening Post, The*
• Scientific American
• Shape
• Smithsonian
• Southern Living
• Sports Illustrated
• Star
• Sunset
• Taste of Home
• This Old House
• Time
• Travel + Leisure
• TV Guide Magazine
• Us Weekly
• Vanity Fair
• Vogue
• WebMD Magazine
• Wired
• Woman's Day
• Woman's World
• Women's Health
*Website reach and frequency data not reported. Only print and digital audience and print frequency are available for these publications.

GENRE NETS (PRINT, PRINT or DIGITAL)
Business/Finance
• Bloomberg Businessweek
• Economist, The
• Forbes
• Fortune
• Wired

Epicurean
• Allrecipes Magazine
• Bon Appétit
• Cooking with Paula Deen
• EatingWell
• Food Network Magazine
• Food & Wine
• Rachael Ray Every Day
• Taste of Home

General Editorial - Mature
• AARP The Magazine
• American Legion Magazine, The
• Guideposts
• Reader's Digest
• Saturday Evening Post, The

General Editorial - Other
• National Geographic
• New Yorker, The
• Rolling Stone
• Smithsonian
• Vanity Fair

Health
• Arthritis Today
• Diabetes Forecast
• Health
• Prevention
• Psychology Today
• WebMD Magazine

Home Services
• Architectural Digest
• Better Homes and Gardens
• Country Living
• Family Handyman, The
• HGTV Magazine
• House Beautiful
• Midwest Living
• Southern Living
• Sunset
• This Old House

Men
• Car and Driver
• Esquire
• GQ
• Men's Health
• Popular Mechanics

News and Entertainment Weeklies
• Entertainment Weekly
• In Touch
• OK!
• People
• People en Español
• Star
• Time
• TV Guide Magazine
• Us Weekly

Other Health-related Pubs
• Arthritis Health Monitor
• Diabetes Health Monitor
• Digestion & Diet Health Monitor
• Heart Care Health Monitor
• Living with Cancer Health Monitor
• Brain & Life
• Diabetes Self-Management
• Diabetic Living
• Heartbeat
• WebMD Diabetes at Walgreens

Parent/Child
• Parents

Science/Technology
• Scientific American

Sports/Outdoors
• Field & Stream
• Golf Digest
• Golf Magazine
• Sports Illustrated

Travel
• Condé Nast Traveler
• Travel + Leisure

Women
• Allure
• Cosmopolitan
• Essence
• First for Women
• Good Housekeeping
• InStyle
• Marie Claire
• Martha Stewart Living
• O, The Oprah Magazine
• Real Simple
• Shape
• Woman's Day
• Woman's World
• Women's Health

Women's Fashion
• Elle
• Harper's Bazaar
• Vogue

Six month screen: Select all of the magazines and magazine websites that you may have read or looked at in the last 6 months. Remember to include printed issues, digital issues, visits to the magazine’s website or viewing the magazine’s website content on another source.

Magazine Estimated Audience

• Printed paper issue
• NET: Printed paper issue or Digital issue

Magazine Website Average Monthly Reach

• Magazine website - Desktop
• Magazine website - Multi-Platform

Audience Estimates by Genre

Printed
Printed or Digital

• Business/Finance
• Epicurean
• General Editorial - Mature
• General Editorial - Other
• Health
• Home Services
• Men
• News and Entertainment Weeklies
• Parent/Child
• Science/Technology
• Sports/Outdoors
• Travel
• Women
• Women's Fashion


• Other health-related publications

Printed paper issue frequency:
How many of the last four printed issues published did you read or look into?

1, 2, 3, 4

Magazine Quintiles (Number of last four issues read/looked at - print + digital)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quinitle 5 (Lowest)

Magazine website frequency - Multi-Platform:
Thinking only about magazine websites, how often do you typically visit each of these websites?

• 1+ times per day
• 2-3 times per week
• 2-3 times per month
• 1 time per month

Do you follow any of the magazines that we just asked you about on Facebook, Twitter, or any other social media network?

What devices do you ever use to read or look at any magazine content online (for example visiting a magazine’s website or using a magazine’s app)?

• Desktop or Laptop PC
• Smartphone
• Tablet
• Some other device
• Do not read/look at magazine content online

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Magazine ads
• Magazine articles
• Magazine websites

Thinking about any national or local newspapers, how often do you read or look at a newspaper?

• Everyday
• 4-5 times a week
• 2-3 times a week
• Once a week
• Less than once a week
• Never

How many newspapers have you read or looked at in the last 7 days?

• None
• 1-2
• 3-4
• 5-9
• 10 or more

Newspaper Quintiles (Number of newspapers read/looked at in last 7 days)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quinitle 5 (Lowest)

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Newspaper ads
• Newspaper articles
• Newspaper websites
• Magazines in the Sunday newspaper

Six month screen

• Arthritis Health Monitor
• Diabetes Health Monitor
• Digestion & Diet Health Monitor
• Heart Care Health Monitor
• Living with Cancer Health Monitor


• Brain & Life
• Diabetes Self-Management
• Diabetic Living
• Heartbeat
• WebMD Diabetes at Walgreens


• NOTE: WebMD Magazine estimated audience (print, NET print or digital) is measured and reported with consumer magazines. WebMD website visitation & frequency is reported with Internet websites.

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Health related publications

How many hours do you listen to the radio on a typical weekday and weekend day, including streaming radio or music?

• None
• Less than 30 minutes
• 30 minutes to less than 1 hour
• 1 to less than 2 hours
• 2 to less than 3 hours
• 3 to less than 5 hours
• 5 or more hours

Radio Quintiles (Sum of hours spent listening during a typical week)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quinitle 5 (Lowest)

How do you typically listen to the radio, including streaming radio or music?

• Regular AM/FM radio
• Satellite radio
• Internet/Apps (e.g., Pandora, Spotify, podcasts)
• Other
• I never listen to the radio

What music or radio streaming services do you listen to?

• Amazon Music (Unlimited or Prime)
• Apple Music
• iHeartRadio
• Pandora
• SiriusXM
• Spotify
• Other
• I do not listen to streaming radio/music

Thinking of a typical weekday (Monday – Friday), how many hours do you spend watching television during the following time periods?

None, less than 1 hour, 1 to less than 2 hours, 2 to less than 3 hours, 3 or more hours

(Time zones: Central, Mountain, Alaska, Hawaii)
• 6 AM to 9 AM
• 9 AM to 5 PM
• 5 PM to 7 PM
• 7 PM to 10 PM
• 10 PM to 12:30 AM
• 12:30 AM to 6 AM

(Time zones: Eastern, Pacific)
• 6 AM to 9 AM
• 9 AM to 6 PM
• 6 PM to 8 PM
• 8 PM to 11 PM
• 11 PM to 1:30 AM
• 1:30 AM to 6 AM

How many hours do you spend watching television on a typical weekend day (Saturday – Sunday) during the following time periods?

None, less than 1 hour, 1 to less than 2 hours, 2 to less than 3 hours, 3 or more hours

(Time zones: Central, Mountain, Alaska, Hawaii)
• 6 AM to 9 AM
• 9 AM to 5 PM
• 5 PM to 7 PM
• 7 PM to 10 PM
• 10 PM to 12:30 AM
• 12:30 AM to 6 AM

(Time zones: Eastern, Pacific)
• 6 AM to 9 AM
• 9 AM to 6 PM
• 6 PM to 8 PM
• 8 PM to 11 PM
• 11 PM to 1:30 AM
• 1:30 AM to 6 AM

Television Quintiles (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest)
• Quintile 2 (2nd Highest)
• Quintile 3 (Middle)
• Quintile 4 (2nd Lowest)
• Quintile 5 (Lowest)

What devices do you personally use to watch television? This includes live or recorded TV, or any streaming programs.

• Desktop or Laptop PC
• Gaming Console
• Smartphone
• Streaming device
• Tablet
• Television
• Smart TV/Internet-enabled TV
• Other device
• I do not watch any TV programs

Which types of television do you watch?

• Live broadcast television using an antenna or ‘over the air’
• Live broadcast television using cable, satellite or telephone companies for TV/video service
• Recorded TV/DVR
• Streaming services/Video on Demand (VoD)

In a typical week, what proportion of your television viewing time is spent watching each of the following? (Adds to 100% among types watched)

• Live network TV
• Live cable TV
• Recorded TV/DVR
• Streaming services/Video on Demand (VoD)

What streaming services or apps have you used in the last month?

• Amazon Prime Video
• Apple TV+
• CBS All Access
• DirectTV Now
• Disney+
• HBO Now
• Hulu
• Netflix
• Showtime
• Sony Crackle
• Sports streaming channels or major league apps (e.g., ESPN+, MLB.TV)
• YouTube TV (includes access to live and cable TV content)
• Other streaming services or apps

How do you typically watch television when it comes to commercials? (0-10 scale)

• [0] Only watch TV with commercials (may or may not skip them)
• [1-3] Primarily watch TV with commercials
• [4-6] Watch with commercials and commercial-free equally
• [7-9] Primarily watch commercial-free TV
• [10] Only watch commercial-free TV (e.g., Netflix, Hulu-No Commercials)

When you watch pre-recorded television with a DVR, how often do you skip the commercials?

• Frequently
• Occasionally
• Seldom/Never

Some people use a computer or mobile device to do other things while they’re watching TV. In the last 30 days, have you done any of the following while watching a television program?

• Commented on social media (e.g., Facebook, Twitter) about the program
• Looked for more information about the program
• Looked for a product that was advertised on the program
• Purchased a product that was advertised on the program
• Texted friends or family about the program
• Other activity on a computer or mobile device while watching TV
• Never do other activities on a computer/mobile device while watching TV

In the last 7 days, what types of television programs have you watched?

• Animation/Cartoons - Daytime
• Animation - Evening
• Award Ceremony
• Comedy/Variety
• Comedy - Situation
• Cooking
• Court Shows
• Dramas/Soaps - Daytime
• Drama
• Faith-based/Religious
• Financial News
• Game Shows - Daytime
• Game Shows - Evening
• Health
• Home/Garden Improvements
• Home Shopping
• Movies
• Music (e.g., CMT Music, MTV Classic)
• News - Celebrity Gossip/Entertainment
• News - Evening newscasts between 4pm-7pm
• News - Other Local/National/World
• News Magazine
• Reality - Competition
• Reality - Other
• Sci-Fi/Fantasy
• Self Improvement or Makeover
• Spanish Language
• Sports Event
• Sports: Non Live Event
• Talk/Conversation - Daytime
• Talk/Variety - Late Night
• Travel
• True Crime
• Other type of program(s)
• No TV watched in the last 7 days

In the last 7 days, what television networks have you watched?

• A&E
• ABC
• Adult Swim
• AHC (American Heroes Channel)
• AMC
• Animal Planet
• BBC America
• BET
• Bravo
• Cartoon Network
• CBS
• CMT
• CNBC
• CNN
• Comedy Central
• Cooking Channel
• The CW
• Discovery Channel
• Discovery Life Channel
• E!
• ESPN/ESPN2
• Food Network
• FOX
• FOX News Channel
• FOX Sports
• Freeform
• FX
• GSN
• Hallmark Channel
• Hallmark Movies & Mysteries
• HGTV
• History
• HLN
• ID (Investigation Discovery)
• INSP
• ION Television
• Lifetime
• Lifetime Movies
• MeTV
• MSNBC
• MTV
• National Geographic
• NBC
• NBCSN
• Nick @ Nite
• NFL Network
• OWN (Oprah Winfrey Network)
• Oxygen
• Paramount Network
• PBS
• Science
• Syfy
• TBS
• Telemundo
• TLC
• TNT
• Travel Channel
• truTV
• TV Land
• Univision
• USA Network
• VH1
• WE tv
• The Weather Channel
• WGN America
• None of these

In the last 6 months, which of these weekly programs have you watched? Do not include episodes from past seasons that were rebroadcast or syndicated re-runs.

(Follow-up Q for programs watched) Did you watch the most recent new episode of any of these weekly programs?

• 20/20
• 48 Hours
• 60 Minutes
• American Idol
• America's Got Talent
• The Bachelor
• Big Brother
• Blue Bloods
• Bull
• CBS Sunday Morning
• Chicago Fire
• Criminal Minds
• Dancing with the Stars
• Dateline NBC (Friday)
• The Good Doctor
• Grey's Anatomy
• Hawaii Five-0
• Law & Order: Special Victims Unit
• MacGyver
• Madam Secretary
• Manifest
• Meet the Press
• NCIS
• NCIS: Los Angeles
• NCIS: New Orleans
• Shark Tank
• Survivor
• S.W.A.T.
• This is Us
• The Voice

In the last 6 months, which of these weekday programs have you watched?

(Follow-up Q for programs watched) Did you watch the most recent new broadcast of any of these weekday programs?

• MORNING NEWS
• ABC Good Morning America
• CBS This Morning
• Today
• DAYTIME
• The Bold and the Beautiful
• Days of Our Lives
• General Hospital
• Let's Make a Deal
• Live with Kelly and Ryan
• The Price is Right
• The Talk
• The View
• The Young and the Restless
• EVENING NEWS
• ABC World News Tonight
• CBS Evening News
• NBC Nightly News

What sports did you regularly watch on television during their last season?

• Auto racing - Formula 1
• Auto racing - NASCAR
• College Baseball
• College Basketball
• College Football
• Extreme Sports
• Figure Skating
• Golf
• Horse Racing
• MLB Baseball
• NBA Basketball
• NFL Football
• NHL Hockey
• Professional Boxing
• Soccer
• Tennis
• Track & Field

How much do you value each of the following as sources for healthcare information?

Very much, Somewhat, Not very much, Not at all

• Television programs
• Television advertisements

In the last 12 months, where have you seen or heard any healthcare advertising?

• Direct mail
• In a doctor’s office
• In a pharmacy
• In a magazine
• In a newspaper (daily or weekend)
• On television
• On the Internet
• On a mobile device (smartphone or tablet)
• On social media
• On the radio
• On a smart speaker (e.g., Amazon Echo, Google Home)
• Outdoors (e.g., billboards)
• Somewhere else

What actions have you taken as a result of seeing or hearing healthcare advertising?

• Asked your doctor for a product sample of a prescription drug
• Asked your doctor to prescribe a specific drug
• Called a toll free number to get additional information
• Conducted an online search
• Consulted a pharmacist
• Discussed an ad with a friend or relative
• Discussed an ad with your doctor
• Downloaded an app
• Made an appointment to see a doctor
• Purchased a non-prescription product
• Referred to a book, journal or magazine for additional information
• Refilled a prescription
• Signed up for a mail/email list to receive more information
• Switched to a different brand
• Took medication
• Used a coupon
• Visited any website (NET)
• Visited a pharmaceutical company’s website
• Visited some other website
• Watched a video online
• Took some other action
• Took no action OR No healthcare ads seen or heard in last 12 months (NET)

Can be used to compare media use across channels




Magazines (print and digital issues)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours or greater



Newspapers (any platform)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours



Radio (AM/FM, satellite, Internet/apps)
Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours



Television (any platform)
Live Network TV using antenna or over-the-air
Live Cable TV using cable/satellite/telephone service
Recorded TV/DVR
Streaming/Video on Demand (VoD)

Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours
• 6.0 hours to less than 7.0 hours
• 7.0 hours to less than 8.0 hours
• 8.0 hours or greater



Internet on Any Device
Internet on a Mobile Device
Internet on Social Media

Hours Spent per Day:

• Zero
• Less than 0.5 hours
• 0.5 hours to less than 1.0 hours
• 1.0 hours to less than 1.5 hours
• 1.5 hours to less than 2.0 hours
• 2.0 hours to less than 3.0 hours
• 3.0 hours to less than 4.0 hours
• 4.0 hours to less than 5.0 hours
• 5.0 hours to less than 6.0 hours
• 6.0 hours to less than 7.0 hours
• 7.0 hours to less than 8.0 hours
• 8.0 hours or greater



For channel allocation analysis, MARS recommends coding the midpoint values in brackets below for estimating means:

• Zero [0.00]
• Less than 0.5 hours [0.25]
• 0.5 hours to less than 1.0 hours [0.50]
• 1.0 hours to less than 1.5 hours [1.00]
• 1.5 hours to less than 2.0 hours [1.50]
• 2.0 hours to less than 3.0 hours [2.00]
• 3.0 hours to less than 4.0 hours [3.00]
• 4.0 hours to less than 5.0 hours [4.00]
• 4.0 hours or greater [7.00] (magazines only)
• 5.0 hours to less than 6.0 hours [5.00]
• 6.0 hours to less than 7.0 hours [6.00]
• 7.0 hours to less than 8.0 hours [7.00]
• 8.0 hours or greater [13.00]

Magazine Quintiles (Number of last four issues read/looked at - print and digital) (Out of a total of 308 issues: 77 magazines x 4 issues)

• Quintile 1 (Highest) - 15.6 or more
• Quintile 2 (2nd Highest) - 6.4 to 15.6
• Quintile 3 (Middle) - 2.2 to 6.4
• Quintile 4 (2nd Lowest) - Less than 2.2
• Quinitle 5 (Lowest) - Less than 2.2

Newspaper Quintiles (Number of newspapers read/looked at in last 7 days)

• Quintile 1 (Highest) - 3.5 or more
• Quintile 2 (2nd Highest) - 1.5 to 3.5
• Quintile 3 (Middle) - Less than 1.5
• Quintile 4 (2nd Lowest) - Less than 1.5
• Quinitle 5 (Lowest) - Less than 1.5

Radio Quintiles (Sum of hours spent listening during a typical week)

• Quintile 1 (Highest) - 17.5 or more
• Quintile 2 (2nd Highest) - 10.5 to 17.5
• Quintile 3 (Middle) - 5.3 to 10.5
• Quintile 4 (2nd Lowest) - 3.5 to 5.3
• Quinitle 5 (Lowest) - Less than 3.5

Television Quintiles (Sum of hours spent watching during a typical week)

• Quintile 1 (Highest) - 66.5 or more
• Quintile 2 (2nd Highest) - 47.0 to 66.5
• Quintile 3 (Middle) - 34.0 to 47.0
• Quintile 4 (2nd Lowest) - 22.0 to 34.0
• Quintile 5 (Lowest) - Less than 22.0

Internet on Any Device Quintiles (Sum of hours spent on the Internet in a typical week)

• Quintile 1 (Highest) - 69.5 or more
• Quintile 2 (2nd Highest) - 49.5 to 69.5
• Quintile 3 (Middle) - 34.0 to 49.5
• Quintile 4 (2nd Lowest) - 19.0 to 34.0
• Quinitle 5 (Lowest) - Less than 19.0

Internet on a Mobile Device Quintiles (Sum of hours spent online on a mobile device in a typical week)

• Quintile 1 (Highest) - 42.1 or more
• Quintile 2 (2nd Highest) - 21.6 to 42.1
• Quintile 3 (Middle) - 8.0 to 21.6
• Quintile 4 (2nd Lowest) - 1.0 to 8.0
• Quinitle 5 (Lowest) - Less than 1.0

Internet on Social Media Quintiles (Sum of hours spent online using social media in a typical week)

• Quintile 1 (Highest) - 32.9 or more
• Quintile 2 (2nd Highest) - 13.8 to 32.9
• Quintile 3 (Middle) - 4.9 to 13.8
• Quintile 4 (2nd Lowest) - 0.8 to 4.9
• Quinitle 5 (Lowest) - Less than 0.8