Strategic - Media Types

With regards to media, the module "Media profile" includes the general use of different types of media, intended for strategic planning. The survey gives access to individual carriers and offers a multimedia typology developed by TNS.

The media types included in this study are: dailies, magazines, television (including digital Tv), radio, Internet, cinema, free sheets, bill boarding and below-the-line media.

Tactical - Media Titles

25 dailies including Sunday editions (14 Fr, 11 Nl), 121 magazines (56 Fr, 65 Nl), 33 TV stations (18 Fr, 15 Nl), 27 radio stations (14 Fr, 13 Nl), 74 internet sites, 10 types of bill boards.

For each of the media carriers, the following information is available: reach (all vs non), frequency (regular vs irregular) and recency (last time); preference (TV, radio).

Sub-tactical - Content

A module "centres of interests" has been included in the BMM 2008 for each medium, in order to investigate people's preferences with regards to the different types of media they consume. This allows us to better understand each medium in a more qualitative way.

Media Brand Image

For 100 media brands, belonging to 5 different media types, the image is measured by means of an associative method, based on the following 25 items:
Cunning, fun, aggressive, cool, self-confident, sexy/exciting, responsible, vivid/exuberant, enthusiastic, good/innocent, rebellious, chaotic, brutal, inspiring, passionate, credible, funny, hearty, old-fashioned, moralizing, arrogant, flat, dull, professional, surprising.