Media surveys go digital
12-4-2007
Synovate announced its two major regional media surveys would synchronise their offerings to cover affluent digital consumers.
Media surveys to uncover habits of elite digital consumers
HONG KONG / AMSTERDAM - Synovate, a leading global market research company, today announced its two major regional media surveys would synchronise their offerings to cover affluent digital consumers.
Global Head of Media, Steve Garton and Head of EMS, Reinier Schaper, said that both the Synovate PAX and EMS media surveys will now probe into the digital media consumption and lifestyles of affluent consumers and top business decision makers in Europe and Asia Pacific. The addition of digital media to the current TV and print audience measurement will make EMS and PAX full cross media planning tools.
Synovate is moving quickly to address one of the most important things on its clients' minds - digital media and how its consumption impacts on other media and purchase habits. This step is received very well in the marketplace with CNN being the first sponsor to commit to PAX and EMS Digital Life.
"While there are other digital media surveys, this one will be unique as it covers upscale audiences - a crucial target group - across an enormous geography. We will be able to provide multi-regional reports to clients - which makes a great deal of sense as many campaigns are multi-regional in scope," .
PAX Digital and EMS Digital Life will include additional information covering detailed online behaviour, sites visited and the influence of the web on purchase decisions.
"Organisations will typically have plenty of data on the total number of visitors to their websites, but it is rare for them to have more detailed information on these visitors, such as their income, levels of home ownership, purchasing interests and so on. The work we will do with PAX Digital and EMS Digital Life will be so much more than basic web statistics." Schaper said.
"Companies are naturally very interested in the buying intentions of upscale consumers and senior business professionals, who are the early product adopters and trend setters."
The Synovate PAX media survey has been running for over ten years and is the currency for upscale audiences in Asia Pacific and the Middle East. It is expanding to Latin America in 2007.
Synovate acquired the Dutch research firm Interview-NSS in January 2007. The firm developed EMS (European Media & Marketing Survey) in 1995, which covers the top 13% and top 3% (EMS Select) in 20 European countries, now also including the main markets in Russia. "Bringing the two surveys together under the Synovate umbrella means that we can deliver harmonised insights to our clients covering a large span of the world. This will enable them to make better informed marketing decisions. Digital media is global, requiring a global measurement." Garton said.
The new digital component of the surveys will commence fieldwork in July 2007 and the first results will be delivered to clients at the beginning of 2008
