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The Pan Asia-Pacific Cross Media Survey

The Pan Asia-Pacific Cross Media Survey. PAX Q1 2009 – Q4 2009 Survey Results. Alex Fumagalli Global Research Department.

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The Pan Asia-Pacific Cross Media Survey

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  1. The Pan Asia-Pacific Cross Media Survey PAX Q1 2009 – Q4 2009 Survey Results Alex Fumagalli Global Research Department

  2. The Pan Asia-Pacific Cross Media Survey (PAX) is an upscale media tracking survey in this region. It is mainly a consumption survey consisted of the data of 11 markets: Bangkok, Hong Kong, India, Jakarta, Kuala Lumpur, Manila, Melbourne, Seoul, Singapore, Sydney and Taipei. Respondents are aged 25-64 PAX has continual six-monthly updates. Fieldwork is carried out continuously throughout the year to pinpoint shits in media habits and consumption behaviour. PAX measures 102 titles (25 of these are international titles), 33 TV/Print website and 78 Internet websites Main sections covered by PAX: Print Television Internet Travel behaviour Financial products ownership Alcohol consumption in past 4 weeks Personal ownership of and purchase intention of Wireless application Household ownership of and purchase intent of Sports activities Places visited in the past 6 months Club membership Types of business activities engaged in the past 12 months Psychographics Involvement in different purchase decision making Background

  3. FT Readership Growth Change in readership from Q1 2004 to Q4 2009: The FT overtook Fortune 2008/09 and held its own against the WSJ Asia and the IHT Coverage Time periods

  4. Top-line media consumption results

  5. International Business titles – AIR - The FT is the largest international daily business title tracked on the survey. The FT is the title of choice for 129,690 people in this region, this is more than the WSJ Asia and IHT combined. Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  6. The FT is the leading daily Int’l business title to reach Key audiences in Asia/Pacific The FT reaches more PAX affluent respondents than the WSJ Asia and IHT combined. The FT also reaches more BDMs or Top Managers that the WSJ Asia and IHT combined. Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  7. * Cost based on, Full page clr ads for: WSJ Asia (US$29,164), Economist (US$20,320), Newsweek (US$59,315), Time (US$77,200), Forbes (US$10,500) and Fortune (US$13,700) & Half page clr ads for IHT (US$19,339) and FT (US$17,120) The FT is a very cost effective title to reach Senior Business People in Asia/Pacific When looking at CPM to reach Business Decision Makers, the FT is the second most cost effective title. The IHT wasn’t plotted on this chart as it has a CPM of US$29,226 Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  8. * Opinion Leaders definition, “Done at least 7 out of these 9”:Been interviewed on TV,radio or by the press + Had an article or paper published + Addressed a conference or public meeting + Formulated a strategic business plan + Worked on international business strategies + Taken executive decisions which affect own organisation's operations in other countries + Lobbied or advised members of national or local government + Sat on an industrial/professional committee + Have a professional blog - one that is industry-related - Business Activities Engaged In Past 12 Months International business titles – Opinion Leaders* The FT reaches more OPINION LEADERS in Asia/Pacific than any other Int’l daily business titles. The FT is read by more than 1 in 10 opinion leaders in this region.

  9. The FT the title of choice for Business Decision Makers Reach The Financial Times is read by more IT+Telecom decision makers, Financial decision makers, Logistic decision makers and Conferences decision makers than the WSJ Asia and the IHT COMBINED! Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  10. The FT is the leading daily Int’l business title to reach frequent air travellers The FT reaches more frequent business and leisure air travellers than the WSJA and the IHT. The FT not only reaches more frequent travellers but it also reaches more individual who travel Business/First class when travelling on business and/or for leisure Business Leisure Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  11. The FT is the title of choice for consumers of Luxury Goods The FT reaches more consumers of luxury goods than the WSJ Asia and the IHT combined Importantly, this looks at those who intend to purchase luxury goods in the next 12 months Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  12. Top-line results – FT.com

  13. International Business titles Websites Websites Visited In P30D The FT is the second largest international daily business title’s website tracked on the survey. The FT.com is the website of choice for 126,534 people in this region. Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  14. * Savvy mobile audience, “Used at least 11 out of these 13 applications”:Send/receive text messages (SMS) + Send/receive multimedia message e.g.photos and voice (3G/MMS) + Send/receive email + Access internet sites + Access/subscribe to news or business updates + Access/subscribe to financial information + Find shop/office locations + Search for information on products & services via mobile + Order products or services via mobile + Personal banking/pay bills via mobile + Access/subscribe to mobisodes (i.e. short movies/video episodes viewed on mobile phones) + Use mobile messenger/mobile instant messenger + Map/Navigation - Mobile Applications Used In Past Months. FT.com is the website of choice for the savvy mobile audience* FT.com is the number one site for the savvy mobile audience

  15. International Business Brands Online: Websites Visited In P30D Print: AIR The FT brand (Print and online) now reache 229,147 affluent adults in the Asia/Pacific region. This means that the FT brand now reaches an extra 11,355 PAX respondents than it did 12 months ago. Source: PAX Q1 2009 - Q4 2009 (11 Markets)

  16. Conclusions

  17. Conclusions The FT newspaper is still the leading international daily business title reaching 129,690 affluent adults in the Asia/Pacific region... ...FT.com does equally well in this region, reaching more people than our main competitors namely, Economist.com and WSJ.com. FT.com now reaches 126,534 affluent adults, this is 18,266 more users than 12 months ago (17% increase YoY) ...and when looking at Print and Online combined, the FT brand now reaches 229,147 affluent adults in the Asia / Pacific region. This also means that the FT brand now reaches an extra 11,355 PAX respondents than it did 12 months ago.

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