Mediamark Research Inc. (MRI), Madison Avenue's primary source for magazine audience estimates, announced a new undertaking: measuring how people use all forms of media - TV, radio, internet, magazines, newspapers and outdoor - throughout their day, reports MediaPost. MRI's MediaDay study will launch with a sample of 8,000 people, followed by an annual survey of 5,000 consumers.

The study will ask consumers what other tasks they were doing when they were exposed to the media, such as household chores, working, shopping. It's the latest effort to grok "engagement" - when, where and with what media users are engaged vis-à-vis advertising messages.

The study will also attempt to measure the level of engagement, asking respondents to rate the level of "focus" with each medium.