Media Atlas initiative announced for the Philippines
6 July 2006
MANILA — Synovate, a leading global market research company, today announced a new industry-backed media survey has commenced in the Philippines. The survey, known as Synovate Media Atlas, will initially cover Greater Manila, spanning the ABCD socio classes of most interest to marketers, media specialists and media owners.
All major media specialists and a range of major advertisers joined together in 2005 to form an Advisory Panel which set out the industry's needs for a media survey to capture a complete cross-section of target socio groups.
Mr. Javier Jose (JJ) Calero, retiring Chairman of the Advisory Panel and long term Chairman of ZenithOptimedia, said it has been a notable success to bring competition to the market and the Advisory Panel welcomed the launch of Media Atlas.
"This is a major step ahead for our industry, which has been starved of good information about the structure, purchasing power and media habits of consumers, notably within the Greater Manila area."
The Chairmanship of the Advisory Panel has now been assumed by Ms Matec Villanueva, who also leads the Ad Board in the country, and is Senior Executive Officer at Jiminez Basic, a Publicis Groupe Agency.
"This new information is reason for excitement: the design and methods being used give us an assurance that the results will reveal a large and previously hidden middle class and wealthy consumers in the capital," she said.
The Synovate Media Atlas survey received unanimous endorsement to proceed from the Advisory Panel. Synovate is deploying a hybrid method designed to reach a cross-section of the target socio groups aged between 15 and 64 years. Using a combination of computer-assisted telephone (CATI) and face-to-face interviews, the survey is designed to overcome the high levels of home security barriers which are erected by middle class and better off residents.
"There is a total security cordon around socio AB homes: all are gated, whilst the majority also have guards and dogs to protect their property. Even amongst the broad C socio group, three quarters live in gated residences. It is for this reason that CATI is an essential component to capture a true cross-section of society," said Ms Carole Sarthou, Managing Director of Synovate Philippines.
"We are particularly pleased with the support the industry has shown for Media Atlas, which has resulted in a number of major newspaper and magazine publishing groups signing up for the service even before the start of fieldwork," she said.
The first round of results, with a sample size of 1,000, is expected by the end of August 2006. This will ensure that the information is to hand for the pre-Christmas advertising season when retailers make bumper sales. The annual sample will be built to a total of 2,000 and incorporates a booster of high end consumers.
Mr. David Ennes, Managing Director of L'Oreal Philippines said: "We are eager to find out the true levels of newspaper and magazine readership for our target audiences. Industry co-operation has been first class, and we have high expectations of the survey."
Synovate Media Atlas already runs in Thailand, Malaysia and Hong Kong.
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 |
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Olive Pagulayan
Research Director - Philippines |
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Tel: +632 638 5228 |
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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 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.