Thai first: New research shows upscale consumer habits and quality media reach
26 5月 2005
BANGKOK — ASIA's first local upscale media survey was today launched in Bangkok. It tracks spending patterns and media habits across Bangkok's most affluent, allowing marketers greater insight into this all-important group of consumers.
Driven primarily by the lack of insights into the magazine and quality press readership of upscale affluents, the new survey, called Media Atlas, is supported by the Media Agency Club (MAC) of Thailand and conducted by leading global research firm Synovate. Leading magazine and newspaper publishers agreed to provide seed funding for the fast-track pilot study to overcome the current "sampling blindness" to the A and B segments of the Bangkok socio-economic pyramid.
Khun Sakda Preechawipat, Managing Director of Universal McCann Thailand and Chairman of MAC, sees this initiative as a timely new perspective on the growing tide of affluence in Bangkok.
As users of research data, we are always looking for fresh insights into the minds of consumers in our increasingly complex multimedia world. Media Atlas gives us this new insight.
"Our role is to monitor the quality of the study and ensure good value for our advertising clients," he said.
Steve Garton, Synovate's Media Director for Asia Pacific, said that the research firm had built upon its already respected Synovate PAX media study in undertaking Media Atlas for the Thai media industry.
Synovate PAX is a robust study of the super-elite across 11 cities in Asia. It is used by the world's top print media and satellite broadcasters to communicate the value of Asia's affluent to advertisers. One of the main reasons for the success of PAX as a media currency is the proven methodology. By using telephone research, we are able to optimise our access to these rich consumers.
"Now we can offer this same robustness to the Thai media industry by extending this methodology to Media Atlas. It is very satisfying to be able to offer rich insights into the rising affluence of Bangkok to advertisers in Thailand," he said.
Mr Garton said that the upscale emphasis of Media Atlas captures the full local magazine and newspaper reach of Bangkok's affluents for the first time.
"These insights should give media specialists and advertisers confidence to realign their advertising budgets, to integrate magazines and upscale newspapers into multimedia campaigns," he said.
The advertising effectiveness extension of television plus selected print media has been proven in many Western markets. This optimisation factor is referred to as the "Media-Multiplier" effect.
Cyril Pereira, Executive Board Member and past Chairman (2001-2004) of the Society of Publishers in Asia (SOPA), said: "It is not about asking advertisers to spend more but a way to realign existing budgets to optimise campaign value".
Pereira, representing Advance Agro PLC, producers of Double A paper, conducted a study of the Thai magazine industry in 2004. The findings from that study drove this new research initiative, which Advance Agro supports in the broader interest of the publishing industry.
Contact(s) for this press release
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Linda Collard
Director, Marketing Communications |
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9/F Leighton Centre |
Telephone: +852 2830 2588 |
About Synovate
Synovate, the market research arm of Aegis Group plc, generates consumer insights that drive competitive marketing solutions. The network provides clients with cohesive global support and a comprehensive suite of research solutions. Synovate employs over 4,000 staff across 46 countries. More information on Synovate can be found at www.synovate.com.
About Media Atlas
Media Atlas tracks the spending patterns and print media habits of the A, B and C levels of Bangkok's socio-economic pyramid. These people are very important to marketers as they make up around the top 75% of society in terms of household income.
The survey looks at local media consumption, product and service ownership, future intention to purchase and lifestyle.
About Media Agency Club
The Media Agency Club of Thailand brings together media specialists and advertising agencies to define areas of common interest for the industry and to take initiatives to create new value for advertisers.
About The Society of Publishers in Asia
The Society of Publishers in Asia, registered in Hong Kong, was established in 1982. Its core members are all the major international media brands in Asia. SOPA pursues initiatives to add value to local and international publishing.