New research shows upscale consumer habits and media reach across Greater Manila
14 September 2006
MANILA — Synovate, a leading global market intelligence company, today launched the Philippines' first industry-backed media survey that provides comprehensive information on the spending patterns and media habits of consumers in Greater Manila.
The first phase of results from the new survey, called Media Atlas, delivers a sharp focus on urban consumers aged 15 to 64 in the ABCD socio classes and gives marketers, advertisers and media agencies greater insight into this all-important group.
Synovate Managing Director Philippines, Carole Sarthou, said Media Atlas provided dramatic new information on the consumption and media habits of Filipinos with a monthly household income greater than P8,000.
"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," she said.
"The Synovate Media Atlas survey received unanimous endorsement to proceed from the Advisory Panel in 2005 and, using a hybrid research method, has reached a cross-section of the ABCD socio groups that are key to advertisers of quality goods and services."
The first phase of Synovate Media Atlas surveyed over 1,140 consumers, representative of over 80% of the capital's population. Sampling will continue to May 2007 to build a total sample of over 2,000 respondents, meeting Synovate's commitment to the industry.
Mr JJ Calero, retiring Chairman of the Advisory Panel and long term Chairman of ZenithOptimedia, said the Advisory Panel welcomed Media Atlas and that it was a notable success to bring competition to the market.
"This is a major step 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," he said.
The Chairmanship of the Advisory Panel has now been assumed by Ms Matec Villanueva, who also leads the Advertising Board in the Philippines and is Chief Executive Officer of Publicis Manila.
"This new information is reason for excitement. The design and methods being used have revealed large and previously hidden middle class and wealthy consumer segments in the capital," she said.
Synovate Head of Media Research, Steve Garton, said the firm had built on its already respected media work across the region in undertaking Media Atlas for the Philippines' media industry.
"With proven methodology that optimises access to middle and upper class consumers, Synovate's media research is already used by the world's top media owners to communicate the value of Asia's affluent to advertisers.
"Synovate now offers this same robustness to the Philippine media industry by extending its experience and methodology to Media Atlas," he said.
"Through a combination of computer assisted telephone (CATI) and face-to-face interviews, Media Atlas is able to overcome the high levels of home security and give media specialists and advertisers the confidence to realign their advertising budgets.
"The Media Atlas Philippines study also benefits from Synovate's experience in running Media Atlas in the markets of Thailand, Malaysia and Hong Kong," he added.
Contact(s) for this press release
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Milen de Quiros
President, Full Circle Communications |
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Tel: +63 2 637 1116 / |
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Olive Parreno-Pagulayan
Research Director, Synovate |
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Tel: +63 2 638 5228/209 / +63 2 917 801 8362 |
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About Media Atlas
Synovate Media Atlas tracks spending patterns and media habits using a combination of computer-assisted telephone (CATI) and face-to-face interviews to reach into the homes of Greater Manila's ABCD socio economic groups. This technique allows a full and accurate representation of over 80% of the capital's population.
The survey looks at local media consumption, product ownership, lifestyle, attitudes and values.
Synovate has worked closely with major media specialists and advertisers developing Media Atlas and is seeking the industry's feedback as the survey rolls out.
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 6,000 staff across 62 countries.
For more information on Synovate visit www.synovate.com.