Synovate PAX results show media reach across Latin America


26 July 2007

MIAMI — Synovate, a leading global market research company, today released data from its inaugural PAX Latin America Media Survey (Synovate PAX). Covering 7.6 million affluent adults, top management and business decision makers in Argentina, Brazil and Mexico, Synovate PAX provides international marketers with important information about the media consumption patterns of these high value audiences.

According to Steve Garton, Global Head of Media for Synovate, "As Latin America continues to emerge as an important player in the global economy, it's essential for marketers to understand what consumers are reading, watching and buying.

"It's even more important to be closely watching the behaviour of the elites as they are typically the trend-setters and early product adopters," he said.



TV channel viewing

Past 7 days viewership by all Affluents
All figures are %

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Internet Usage

Websites visited in the past 30 days by all Affluents
All figures are %


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Notes to editor

  1. Synovate PAX conducted 4,740 interviews from February to May 2007 with affluent adults aged 25 to 64 years old in major cities in Argentina (Buenos Aires), Brazil (Sao Paulo and Rio de Janeiro) and Mexico (Mexico City).
  2. Affluent consumers are defined as the top 21% of the population in Argentina, top 31% in Brazil and top 20% in Mexico.
  3. Those classified as Business Decision Makers comprise senior management/department heads or above in companies with 10+ employees. Those classified as Top Management include Business Decision Makers as well as those with positions such as CEO, CFO, MD, Director or the equivalent.
  4. Other media releases and fact sheets are available with further information about media, attitudes, brands, lifestyle, high-end product ownership and the future purchase intentions across Argentina, Brazil and Mexico. The available releases and fact sheets are called:
    • Synovate PAX reveals media habits, attitudes and lifestyle of Latin America's top tier consumers
    • Synovate PAX results show media reach in Argentina
    • Synovate PAX results show media reach in Brazil
    • Synovate PAX results show media reach in Mexico
    • Synovate PAX shows how affluent Argentineans live, spend and play
    • Synovate PAX shows how affluent Brazilians live, spend and play
    • Synovate PAX shows how affluent Mexicans live, spend and play

Contact(s) for this press release


Jennifer Chhatlani
Vice President, Marketing & Communications

222 South Riverside Plaza
Chicago, IL 60606-5809
USA

Tel: +1 312 526 4359
Fax: +1 312 526 4507
Send an email




About Synovate elite media surveys

Synovate brings together information on the consumption of international and regional media as well as product ownership, future purchase intentions, attitudes towards media and brands and lifestyle information for affluent consumers, including top management and business decision makers. Synovate media currency surveys cover elites in 45 countries across Asia, Europe, The Middle East and Latin America. Many major upscale international and regional broadcasters, media specialists and publications across the globe use the results to plan regional and cross-regional campaigns.

For more information, visit at www.synovate.com/pax.



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.