Synovate Adds to Asian Media Offering

Synovate has announced pilot results from 'Media Brand Values Asia' (MBV Asia), a new syndicated survey looking at the way senior people in Asia view local and regional media.

The study will commence in full in early 2005, with results available across Asia by September, ready for the advertising planning season. It focuses on senior business people and the highly influential, with 60% of respondents classed as 'C-suite'. In addition to usage and views of media, MBV Asia will also ask for opinions about regional economies, issues of world interest, business travel, admired companies and brands / organisations perceived to have strong and positive images.

The survey is conducted in alliance with the successful 'Media Brand Values' survey in Europe, and the MBV name, method and questionnaire are the joint properties of Objective Research and BSBMedia.

Steve Garton, Media Director for Synovate Asia Pacific, points to intriguing differences between perceptions of regional and local media in the pilot study. 'Overall, regional media is seen as an impartial, up-to-the-minute and trustworthy information source that helps with work and investments. Especially when travelling, regional print and television play a particularly important role in keeping the leaders of industry and government up to date'.

The charts below show that regional media gets significantly higher scores than local in almost all positive attributes. The pilot survey covered Hong Kong, Singapore and Malaysia and fieldwork was conducted from September to November 2004, amongst respondents with a mean personal income of $US 117,588.
At least five markets will be added for the annual study - Taiwan, Thailand, Indonesia, Philippines and Korea - and possibly more.

 

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