Synovate Media Atlas

Synovate Media Atlas tracks local print media habits, spending patterns, product ownership, lifestyle, attitudes and values across the expanding upper income groups of Asia. Conducted in Thailand, Malaysia, Hong Kong and the Philippines, the survey is expanding across Asia.

Households on higher incomes have higher spending power and are more likely to read newspapers or magazines. They are the key targets for many advertisers – and the people in these households are often early product adopters.

Existing media surveys have adopted a face–to–face approach that can underestimate the large middle class audience across Asia – because almost all can afford to live in homes with some security measures, such as fences, gates and guards. Therefore, when trying to conduct a survey, face–to–face interviews are often not possible: the interviewer simply can't get to the front door of the home. This can lead to underestimates of the size of audiences enjoying above average incomes – and also applies to their media habits.

Synovate gets around these security barriers by interviewing people at home on the phone. This means we are able to talk with the right people and project a complete picture of affluence and media habits. Depending on location, the computer–assisted telephone interviews (CATI); or the combination of CATI and face–to–face interviews; means we can reach into people's homes. This technique allows a full and accurate representation of all of society.

The fact is that newspapers and magazines have been read by large numbers of better–off people for many years – now Synovate media atlas has revealed the full picture for the first time. The survey is fast becoming the medium to understand affluent consumers media consumption and behaviour.


Greater Bangkok

  • Metropolitan and Greater Bangkok
  • CATI, ABC socio, aged 15–64
  • Annual sample 2,400
  • For more information please contact Richard Buckley

Hong Kong

  • Hong Kong
  • Annual sample 6,000
  • CATI, all people, aged 15–64
  • For more information please contact Susanna Lam

Malaysia

  • Peninsular Malaysia
  • Mixed method, all people, aged 15–64
  • Annual sample
  • For more information please contact Ben Llewellyn

Philippines

  • Metropolitan and Greater Manila
  • Mixed method, ABCD socio, aged 15–64
  • Annual sample 2,000
  • Fieldwork started June 2006
  • For more information please contact Olive Pagulayan

For more information about Media research across Asia, please contact Steve Garton.