TNS To Run Asian Media Study

TNS has been appointed to conduct a new syndicated study in Asia to help media professionals better understand the role and effectiveness of print advertising.

The 'Power of Print' study will analyse ad campaigns in newspapers and magazines sold in Hong Kong and Singapore, exploring how well print advertising works both on its own and in conjunction with other media. A wide range of measurements will be used, including campaign recall, impact on brand perception, and reader attitudes towards print media and advertising. Fieldwork will take place later this year via the TNS 6thdimension online access panel. The company expects to announce results by the end of the year.

The initiative is supported by various publications including The Economist, Financial Times, International Herald Tribune, Newsweek, Reader's Digest, TIME and Yazhou Zhoukan, and is backed by the Society of Publishers in Asia (Sopa).

Stephen Yap, Associate Director at TNS Hong Kong, described the study as a 'long overdue initiative,' explaining that, although plenty of audience profiling information is already available, 'there is an identified need for greater depth of insight into advertising effects and how consumers interact with different media'.

The company is online at www.tns-global.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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