Provide best-in-class quantitative communications effectiveness tracking research services on a continuous basis. The Communications Effectiveness Tracking Study (Tracking Study) must accurately reflect all California adults and includes both Lottery players and non-Lottery players. Information to be measured includes, but is not limited to, game and advertising awareness, attitudes, playership and spending behavior, and demographics. In addition to internal Lottery reporting, data and information from this study is published in annual financial reports and provided to the Lottery Commission, the California legislature, and the news media in response to questions and inquiries from these bodies. The Tracking Study is conducted year-round.
