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Synovate To Survey Elite Digital Consumers
Synovate has extended its two regional media surveys to probe into the digital media consumption and lifestyles of affluent consumers and business decision makers in Europe and Asia Pacific.
The addition of digital consumption data will expand the firm's TV and print audience measurement surveys, EMS and PAX, into full cross-media planning tools. Global Head of Media, Steve Garton confirmed that CNN is to be the first sponsor to commit to PAX and EMS Digital.
Garton added: 'Synovate is moving quickly to address one of the most important things on its clients' minds – digital media and how its consumption impacts on other media and purchase habits. While there are other digital media surveys, this one will be unique as it covers upscale audiences – a crucial target group – across an enormous geography.'
PAX and EMS Digital will include additional information – such as web visitor income, levels of home ownership and purchasing interests – as well as detailed data about online behaviour, sites visited and the influence of the web on purchase decisions.
The new digital component will commence in field in July, with the first results anticipated in early 2008.
Synovate is on the web at: www.synovate.com
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