The Havas Media research of 3 dimensions in media.

1. 1
THE
st
MEASUREMENT ofGLOBAL 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. 2
HAVAS MEDIA Methodology 2013
Online field
Conducted by
ANT Research
in March 2013
3 111
INTERVIEWS
15+

3. 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. 4
P O E
POE « You are exposed to this brand through the
following » :
Advertising in media (TV,
Internet, Radio, outdoor, print)
Brochures, (e-)mailings
Promotional gifts, trade fairs
Sponsored events
Web Site, facebook page of the
brand
Point of sale
Catalogue or magazine
of the brand
Opinions of friends and family,
word of mouth
Opinions of surfers
(blogs, forums, community networks,
etc ...)
Press coverage

5. 5
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64

6. 6
MEDIA PERFORMANCE
Ranking based on perceived exposure score on 15-64
6 7 8 9 10

7. 7
MEDIA PERFORMANCE - South
Incl. Media Brands
6 7 8 9 10
Ranking based on perceived exposure score on 15-64

8. 8
MEDIA PERFORMANCE - North
Incl. Media Brands
6 7 8 9 10
Ranking based on perceived exposure score on 15-64

9. 9
MEDIA PERFORMANCE
15- 34
Ranking based on perceived exposure score on 15-34
6 7 8 9 10

10. 10
MEDIA PERFORMANCE
15-34 vs. 15+
Ranking based on perceived exposure score