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Consumer insights help luxury marketers reach Chinese women expats in Singapore

18 March 2015 · by Gloria Arlini

“The Great Chinese Exodus” and the luxury marketers’ conundrum

There is something brewing in the Orient — something that will radically change the population demographics of many key cities in the world.

In 2014, the Hurun Institute reported that 64% of Chinese high net worth individuals (HNWI), defined as those with assets of more than US$1.6 million, are emigrating overseas or plan to do so

This means about 1.9 million affluent Chinese individuals are uprooting – what The Wall Street Journal calls The Great Chinese Exodus – in search of the Promised Land that offers quality education, less polluted air, and better food safety standards.

With their extreme wealth (totaling US$3.8 trillion, according to World Wealth Report 2014) and potential spending power, this demographic shift creates ...


De Persgroep offers advertisers 5 multi-media campaign performance metrics

02 March 2015 · by Ilse Peeters

For publishers of news brands, it is essential today to demonstrate that their news brands are more than just hard copy newspapers. The readership of a “newspaper brand” is more than the readers of the paper version alone; it also includes the readers of the digital newspaper, the Web site, and the app.

But how do you prove to advertisers that this change in news consumption also offers new opportunities? It is almost impossible to demonstrate this on the basis of the current readership studies (such as from the National Readership Survey), as these studies are not yet adapted to the new reality of news consumption.

The frequency with which readership figures are accessible for the market is also different for each medium. Readership figures for printed media are published twice a year in the national readership survey on the basis of progressive averages, while the visiting rates for Web site and mobile report daily readership.

Combining these different currencies has ...


News media preparing for print + digital audience reporting

15 February 2015 · by Erik Grimm

News media with print DNA may serve more readers than a decade ago. However, a large group of advertisers will be unaware of this fact.

A number of old-school media professionals are still focusing on the downward trend of news print circulation. This leads to unnecessary damage of reputation of news brands, so there is an obvious need for news media to shift the focus from print alone to the full spectrum of their portfolios.

Such a broad view of full media brand performance calls for a widely accepted, undisputed audience reporting of the complete footprint of news media.

In the Netherlands, a couple of advanced initiatives for cross-media reporting are being developed. In this blog post, two of those initiatives are discussed: the extension of the national print currency and the introduction of a time consumption study, Media:time Cross Media.


A combined reporting of both online and offline media is easier said than done. Digital media require ...


Is it time to implement performance parameters for digital media?

04 December 2014 · by Bart de Proost

In recent weeks, a number of reports have appeared about fundamental changes in direction for the national readership surveys (NRS) in various countries.

New steps are being taken in the Netherlands to include the circulation figures in the NOM (Nationaal Onderzoek Multimedia) organisation, which administers the NRS study.

The objective is to make the sales figures more transparent and ensure they are more in line with the reach figures. This year, the reach figures have also provided additional insight into the advertising reach of printed media, a parameter for which advertisers have been waiting for some time now.

The United Kingdom’s newspaper publishers, in cooperation with consumer magazine publishers, leading advertisers, and agencies, have announced the timing for their wide-ranging review of audience measurement for published media brands, with the aim of ...


Irish Times research reveals readers think highly of advertising sponsors

29 October 2014 · by Irene Fogarty

Advertising in The Irish Times produces hugely positive outcomes for brands in terms of how they’re trusted, a finding underlined by INMA’s 2013 survey of European newspaper readers.

The collaborative study across 80 participating European newspapers revealed 19% of readers trust a brand more upon seeing it advertised in their newspaper of choice. For The Irish Times it’s 35%, an index of 84% more likely than average.

It follows, then ...


De Persgroep uses text research to measure consumption

25 August 2014 · by Ilse Peeters

Early this year, De Persgroep Publishing launched a new study called Dailymetrie®. With this study De Persgroep aims to offer an insight into the multi-media reach of all news media in Flanders.

The Dailymetrie® meets a number of concrete objectives:

  1. Measure the multi-media reach of the news media across several news platforms (on paper or digital, Web site, and mobile) on a daily basis.

  2. Provide information about the overlap and added value of the different media or carriers.

  3. Offer additional media planning insights on the basis of gross and net reach of concrete campaigns.

Daily media diary by text message

De Persgroep selected Ipsos as a research partner. A rather unconventional method was chosen: A representative panel of 1,500 Flemish people aged between 18 and 65 reported ...


Research helps SPH Magazines make an ROI case for print advertising

21 July 2014 · by Gloria Arlini

Two questions:

  1. How do I tell if my magazine advertisement works?

  2. Why should I include a magazine in my overall media plan?

These two questions lie at the heart of the magazine industry today as they continue to plague brand owners, advertising agencies, and publishers.

The first question is an accountability question. It is a perennial issue, once again thrust under the limelight as media options grow exponentially and the quest to choose the right medium that gives maximum returns becomes more challenging.

In Singapore, the existing print industry metric — readership — no longer suffices.

Title readership does not connote ad viewership within, and the wide range of print ad options means that some ads are likely to be more memorable than others even within the same issue. To justify advertisers’ return on investment (ROI), we need ...


Brain research shows print ads have 0.3 seconds to prove their relevance to readers

30 June 2014 · by Erik Grimm

Physiological research conducted at Erasmus University in Rotterdam, the Netherlands, has delivered new insights that can help print ads to deliver better results. Most striking in this study is insight into the processing speed of the human brain.

Within 0.3 seconds, a consumer can decide whether an advertisement is relevant or not. While observing an ad, the brain delivers a quick response depending on the appreciation of the image. It only takes one-third of a second to distinguish the good (relevant) creatives from the bad (irrelevant).

This is the outcome of research from Erasmus University using physiological techniques such as electroencephalography (EEG) to measure the brain’s electrical response to advertising. In this study, initiated by branched organisation, a total of 150 ads representing five branches — automotive, cosmetics, fashion, food, and electronics — were observed.

Positive and simple: The most intensive brain reactions were measured when the observed ads contained ...


Do advertisers still need paid media?

22 June 2014 · by Erik Grimm

A well-balanced multi-media strategy will help the advertiser to achieve his communication goals. Within this challenge, the concept of “paid, owned, and earned media” is becoming more and more popular.

Undoubtedly, you will have heard of this model. It seems a wise thing to do for advertisers to take their own media (e.g. your Web site or magazine) and earned media (free publicity) into account.

On the other hand, the model of paid-owned-earned seems to have become dogma, as well. Pitching on earned media has become a new practice and seems to have become the ultimate goal. Trade press articles, MarCom awards, and proud seminar speakers are giving testimonials of successful brands that are reaching millions of consumers, at almost no cost, just by developing successful Internet virals or using other forms of guerrilla marketing.

The message is clear: You would be a thief of your own advertising budget not to utilise the power of earned media.

Impact of using earned media: Is it wise for an advertiser to rely more and more on owned and earned media and reduce paid media at the same time? And what are the consequences for the media?  

It’s evident that less paid media will harm media houses. But only few media professionals are aware that ...


Time to dig deeper into Dutch ROI study showing print’s leading role

27 April 2014 · by Erik Grimm

More and more advertisers demand a good return on investment (ROI) evaluation of their media budget. The most solid analysis is achieved by comparing media investment with the incremental sales.

Confident about their advertising impact, the Dutch news media published the top-level results of its ROI project. Based on a wide range of media campaigns, print media appeared to have the best ROI. With €1.20 of incremental sales per spent euro, print media even surpassed bannering and TV advertising.

Great buzz: This publication has led to great buzz among media owners all over the world. But now, two months later, it’s time to add some nuances to the conversation and deliver more insights, as analysis of performance data also makes it possible to find some useful leads to optimise the (news) media usage.

In the media campaigns analysed by GfK Research, ROI improvements of up to 30% were reported just by optimising the contacts of chosen media channels. So, without changing the budget, these advertisers are able to boost their ROI considerably.

Below you’ll find some sense-making recommendations per media channel.


About this blog

The mission of the Media Research Blog is to highlight research done by newsmedia companies as an activity that should guide strategic and tactical decisions. At INMA we believe research is more vital than ever in understanding the complex calculus of audiences, advertising, and media platforms. To put it bluntly, we hope to inspire media researchers worldwide with this blog put together by the INMA Europe Research Committee.

Blog team

Gloria Arlini
Assistant Manager, Insights & Intelligence Unit,
Singapore Press Holdings Magazine, Singapore

Irene Fogarty
Research Executive, The Irish Times, Ireland

Erik Grimm
Research Director, Cebuco, The Netherlands

Ilse Peeters
Research Manager, De Persgroep, Belgium

Bernhard Sonntag
Head of Research & Project Manager, MINDS International, Vienna, Austria

Blog roll

Sands Media Services
Scarborough Research

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