PAX to track Asia Pacific media consumption throughout the battle on two fronts
8 April 2003
HONG KONG — SYNOVATE today announced its Pan Asia Pacific Cross Media Survey (known as Synovate PAX) would publish a special report for subscribers analysing changes in media consumption in Asia Pacific due to war in Iraq and the battle to contain the spread of Severe Acute Respiratory Syndrome (SARS).
The special report will be produced in addition to the regular Synovate PAX reports and will look at media consumption before, during and after these important events.
The Synovate PAX survey tracks media, prosperity and influence across Asia with a sample taken from affluent sections of society - people who are in high income brackets, make business decisions and the all-important group which can be identified as top management.
Steve Garton, Director of Media for Synovate Hong Kong, said the recent decision to adopt a continual tracking model for the survey would prove valuable to media clients and buyers alike.
"The Synovate PAX survey moved to quarterly tracking, rather than a snapshot analysis, from mid-2002 - partly as a result of 9/11.
"We realised the importance of measuring the impact of significant world events on media consumption across Asia. This kind of information will help media organisations understand the mood and behaviour of affluent members of Asian society and business decision makers in this time.
"Not only can we track media consumption in response to major events, we will also be able to give reliable indicators about business and consumer purchasing behaviour.
"For instance, how will travel have been affected? How has consumer behaviour changed? Will business investments pick up after it is all over? All these factors will go to a more complete picture of respondent behaviour in extraordinary times," Mr Garton said.
Contact(s) for this press release
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Jennifer Chhatlani
Global Marketing Director |
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222 South Riverside Plaza |
Tel: +1 312 526 4359 |
Synovate generates insights to help clients drive competitive brand, product and customer experience strategies. Now part of Ipsos, with offices in over 80 countries, our approach combines best in class global research capabilities with personalised service, local knowledge and the flexibility to create teams and processes that meet clients' specific requirements. At Synovate, our clients sit at the top of our organisational chart, driving us to continually develop more innovative research solutions that predict actual business outcomes.
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About Aegis Group plc
Aegis Group plc is the holding company for Carat, its media strategy, planning and buying business and Synovate. These two operating groups provide clients with a range of services across media communications, marketing consultancy and market research. Listed on the London Stock Exchange, Aegis is capitalised at around £1.04 billion and operates in 60 countries. More information is available at www.aegisplc.com.