FAQs
Synovate PAX - its coverage, uses and methodology
Q: Which markets does Synovate PAX cover?
Q: What media does Synovate PAX cover?
Q: What targets does Synovate PAX cover?
Q: What minimum income levels apply, and why?
Q: What survey method does Synovate PAX use, and why?
Q: Why should I use Synovate PAX?
Q: What does Synovate PAX tell me about planning and buying advertising?
Q: What roles do PAX and TAM play?
Q: Why do programme ratings vary from Synovate PAX?
Q: Why does Synovate PAX cover the capital city in each country?
Q: What sample sizes are used in Synovate PAX?
Q: Why is there a multi-media function in Synovate PAX?
Q: What's the interview success rate?
Q: Which model is used for reach and frequency? Who models the data?
Accessing Synovate PAX data
Q: Can the Synovate PAX information be purchased?
Q: What is Synovate PAX?
A: Synovate PAX is the only upscale media tracking survey in the Asia Pacific and Latin American
regions.
Synovate PAX is the currency for tracking media, prosperity and influence across
approximately the top 20% of adults in 11 countries and 14 cities in Asia Pacific
and 3 countries in Latin America. With quarterly updates of a rolling annual database,
the survey is constantly evolving to meet the needs of regional media, media specialists
and advertisers who depend on the results to place advertising.
Synovate PAX - its coverage, uses and methodology
Q: Which markets does Synovate PAX cover?
A: Synovate PAX tracks media, prosperity and influence in 11 countries across Asia Pacific: Hong Kong, Singapore, Korea, Thailand, Indonesia, Malaysia, Philippines, Taiwan, India, Australia and Japan and three countries in Latin America: Argentina, Brazil and Mexico.
Synovate also provides full coverage of affluent European and Middle East consumers through EMS media surveys. Please visit http://www.interview-nss.com/ems/ for more information.
Q: What media does Synovate PAX cover?
A: The survey provides accurate measurement of television viewership and print readership, both regional and local - plus a wide range of demographics, consumption behaviour and business activities of the elite audiences. You can look at the reach of various media against demographics and buyergraphics.
Q: What targets does Synovate PAX cover?
A: Synovate PAX only covers people with high disposable income, typically double the average for a city. We cover audiences which are of interest to advertisers of quality products and services, and suppliers to businesses. Specifically, the survey covers:
- Affluent Adults, people aged 25-64 years who live in a household which enjoys a household income substantially above the average for that city. This group, the largest in the survey, has substantial disposable income available to spend.
- Business Decision Makers (BDMs), executives, management and knowledge workers aged 25-64 in charge of a department, working full time in companies with 10 or more staff who earn a personal income significantly above the average for that city. They have substantial disposable personal income, and are of key interest to B2B marketers.
- Top Management, the most senior group of BDMs. As a group, they wield significant purchasing power and influence at work, whilst having the highest personal income.
Q: What minimum income levels apply, and why?
A: We have set minimum income levels to ensure that everyone in the survey has access to substantial discretionary spending power. The income levels were set bearing in mind the cost of living in each city, using Purchasing Power Parity (PPP) to define the minima for household and personal income.
Q: What survey method does Synovate PAX use, and why?
A: In Asia Pacific and Latin America Synovate PAX uses Computer Assisted Telephone Interviews (CATI) to screen households for eligible individuals and to conduct the main recall-based interview. In these regions, CATI is the most effective approach to securing maximum response rates whilst completing the interview in the shortest possible time. Face-to-face interviews or other methods are not able to achieve the response rate due to tight home security measures.
Q: Why should I use Synovate PAX?
A: If you are interested in high ticket items and the target market consumers that purchase them, Synovate PAX is a vital tool. It is purpose-designed to focus on the top 20% of society; it tracks changes in consumer behaviour; and it provides detailed insights into the media usage of affluent audiences. You can identify trends in consumer spending - even purchase intentions - and the media to reach your target groups. Broad media surveys are not designed to provide the same level of detail and precision as Synovate PAX.
Q: What does Synovate PAX tell me about planning and buying advertising?
A: Because Synovate PAX covers local and regional media, both TV and print, you are able to form a picture of how to cost-efficiently reach high-income, elite consumers. Regional media offer high selectivity and minimal waste into targets which are prosperous and influential: often, these groups are the innovators and early product adopters essential for the success of a new product or service.
Q: What roles do PAX and TAM play?
A: PAX and Television Audience Measurement (TAM) play complementary roles when considering upscale target groups. The amount invested in advertising campaigns is typically large, so it important to draw on the tools available.
- PAX gives average audiences over the past year, using the broad reach figures of past month, past week and yesterday audiences. It also gives parts of the day viewed down to a one hour level. TAM will give specific programme ratings.
- PAX captures out-of-home viewing, whilst TAM does not.
- PAX allows you to look at targets defined by demographics and consumption (buyergraphics), whilst TAM provides demographics.
- PAX allows full multi-media schedules to be evaluated, across local and regional media, both print and TV. TAM covers TV.
There are many changes ahead in the methods by which broadcast channels are received and when they are viewed, driven by digital technology. Synovate PAX, as a recall based survey, will continue to capture overall channel exposure regardless of the delivery mechanism, where or when it was viewed.
Q: Why do programme ratings vary from Synovate PAX?
A: Synovate PAX provides averages across the past 12 months by daypart. The survey is designed for this purpose: it is not designed to capture specific programmes or major events which can attract very high ratings - for example, major news or sports events. However, averaged across a whole year, TAM and PAX broad audiences (such as the average past week audience) can correspond closely - where a direct comparison can be made.
Q: Why does Synovate PAX cover the capital city in most countries?
A: Because the great majority of wealthy people, and major business operations, are to be found in the capital. Synovate estimate that around 75% - 80% of all PAX eligibles are to be found in the capital. The only exception in Asia is India, where PAX covers three cities at present. Likewise, PAX covers three cities each in Saudi Arabia and the UAE, because wealth and influence are more widely distributed in those countries.
Q: What sample sizes are used in Synovate PAX?
A: We typically interview 1,700 people who are eligible for the Synovate PAX universe in a year. The interviews are spread over the whole year, to ensure the media and consumption patterns are representative across the whole period. For further details, please refer to the technical appendix elsewhere on the site.
Q: Why is there a multi-media function in Synovate PAX?
A: Print and TV communications often complement and reinforce each other, but until recently the combined impact on the target was a matter of guesswork. Since 2001, Synovate PAX has included the option of evaluating TV and print on one schedule, giving the campaign's combined reach and frequency, plus other associated metrics.
Q: What's the interview success rate?
A: Whilst the response rate varies by country, the average is around 43%. It is only because we aim at up to 20 calls to the same number via CATI that this level of response is possible. This number of calls is required to maximise response rates amongst the part of society which is most likely to be working late, travelling, or engaged in other activities.
Q: Which model is used for reach and frequency? Who models the data?
A: A binomial model is used. Telmar and IMS work jointly to model the data (to create TV viewing probabilities) so that the results produced on each software system are consistent.
Accessing Synovate PAX data
Q: Can the Synovate PAX information be purchased?
A: Yes. Our fees vary according to the types of information and scope of the analyses required. You can purchase single or multi-country results, information about a specific category (such as finance, automotive or travel) and by a certain target segment (such as age, income or occupation). Please contact us for further details: send an email to clare.lui@synovate.com if you are interested in Asia Pacific or email ignacio.galceran@synovate.com for Latin America queries.
