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The Havas Media research of 3 dimensions in media.
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1
THEst
MEASUREMENT of GLOBAL MEDIA PERFORMANCE
THE MEASUREMENT of st
Public PERCEPTION of EXPOSURE TO BRANDS
PAID MEDIA EARNED MEDIAOWNED MEDIA
P O E
EVOLUTION 2012• 114 brands / 10 sectors• Analysis of different sectors
EVOLUTION 2013• 254 brands / 22 sectors• Analysis of a wider range of
sectors
LAUNCH OF RESEARCH in 2011
• Field in 2 waves• 100 brands / 10 sectors
2
HAVAS MEDIA Methodology 2013
Online fieldConducted byANT Research in March 2013
3 111INTERVIEWS
15+
3
GLOBAL MEDIA PERFORMANCE« pls indicate the frequency at which you see, read or hear something about the following brands » :
RARELY
NEVER
SOMETIMES
OFTEN
4
P O E
POE « You are exposed to this brand through the following » :
Advertising in media (TV, Internet, Radio, outdoor, print)
Brochures, (e-)mailingsPromotional gifts, trade fairs
Sponsored events
Web Site, facebook page of the brand
Point of saleCatalogue or magazine
of the brand
Opinions of friends and family, word of mouth
Opinions of surfers(blogs, forums, community networks,
etc ...)
Press coverage
5
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64
6
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64
6 7 8 9 10
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MEDIA PERFORMANCE - SouthIncl. Media Brands
6 7 8 9 10
Ranking based on perceived exposure score on 15-64
8
MEDIA PERFORMANCE - NorthIncl. Media Brands
6 7 8 9 10
Ranking based on perceived exposure score on 15-64
9
MEDIA PERFORMANCE15- 34
Ranking based on perceived exposure score on 15-34
6 7 8 9 10
10
MEDIA PERFORMANCE15-34 vs. 15+
Ranking based on perceived exposure score
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