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Changes to PAX Asia Pacific Media Consumption Survey
Synovate has announced that its Pan Asia Pacific Cross Media Survey (known as Synovate PAX) will publish a special report for subscribers analysing changes in media consumption in the Asia Pacific region due to war in Iraq and the battle to contain the spread of Severe Acute Respiratory Syndrome (SARS).
The special report will be produced in addition to the regular Synovate PAX reports and will look at media consumption before, during and after these important events.
The Synovate PAX survey tracks media, prosperity and influence across Asia with a sample taken from affluent sections of society - people who are in high income brackets, make business decisions and the all-important group which can be identified as top management.
Steve Garton, Director of Media for Synovate Hong Kong, said the recent decision to adopt a continual tracking model for the survey would prove valuable to media clients and buyers alike. 'The Synovate PAX survey moved to quarterly tracking, rather than a snapshot analysis, from mid-2002 - partly as a result of 9/11. We realised the importance of measuring the impact of significant world events on media consumption across Asia. This kind of information will help media organisations understand the mood and behaviour of affluent members of Asian society and business decision makers in this time. Not only can we track media consumption in response to major events, we will also be able to give reliable indicators about business and consumer purchasing behaviour. For instance, how will travel have been affected? How has consumer behaviour changed? Will business investments pick up after it is all over? All these factors will go to a more complete picture of respondent behaviour in extraordinary times.'
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