Factsheet
The European Media & Marketing Survey (EMS) is the first survey to measure both international media and national media, TV and print, offering an in-depth view of media usage among Europe's affluent target groups. Published since 1996 the release of EMS and EMS Select 2007 is the 12th release in 12 years. The European Media & Marketing Survey is the way ahead for today's European marketing and media planning.
EMS covers the main income earners living in the top 20% of households in each of 20 survey countries in Europe. The EMS database contains about 34,000 respondents representing 44 million affluent Europeans. It provides a wealth of data for planning and buying pan-European media campaigns for a range of clients.
EMS contains readership data for nearly 400 national and international print titles, including in-flight magazines for all major airlines. For the same informants EMS also measures viewing of 150 national and international TV channels and over 60 local and international websites.
The survey consists of an initial telephone screening interview, conducted with a random, nationally representative sample of telephone households in each country (random digit dialing). This identifies whether the household qualifies for EMS and selects the eligible respondents.
Additional "boost interviews" are conducted in order to increase the sample of individuals of the highest status. In the telephone interview, also the media data (print, TV and Internet) and key classification data are collected. All interviews are done from our European Data Collection Center in Amsterdam in the native languages of the respondent.
Respondents to the telephone interview are asked if they are willing to provide further information via a postal self-completion questionnaire or an online self-completion questionnaire. In the follow-up questionnaire marketing data as well as awareness and opinions of leading companies are collected. Interviewing is conducted on a continuous basis during the whole year, and spread evenly over six days of the week. The self-completion questionnaire is sent to the respondents within a few weeks after their telephone interview.
The Select universe within EMS focuses entirely on the top end of the EMS universe, and is therefore with 8 million Europeans a lot smaller. EMS Select is composed of the three boost groups of EMS: top managers, high-income earners with an annual personal income of €80,000 or more, and frequent flyers who make 6 or more international business flights. EMS Select provides a representative sample of the top 3% in each of 16 European countries.
EMS is issued twice a year as a two-year database. EMS and EMS Select 2007 cover the two fieldwork years 2005 and 2006.
This year featured the first release of C-EMS, covering Poland, Hungary and the Czech Republic. With a universe of 4.7 million and a sample size of 2,255, C-EMS will provide you with insight into the evolving media scene in Central Europe. Fieldwork has also started in Russia to be released in 2008.
With the addition of C-EMS, the European Media and Marketing Survey is now measured in 20 countries.
