Paid, Owned, Earned : Global media performance 2013

1

THEst

MEASUREMENT of GLOBAL 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

HAVAS MEDIA Methodology 2013

Online fieldConducted byANT Research in March 2013

3 111INTERVIEWS

15+

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

P O E

POE « You are exposed to this brand through the following » :

Advertising in media (TV, Internet, Radio, outdoor, print)

Brochures, (e-)mailingsPromotional gifts, trade fairs

Sponsored events

Web Site, facebook page of the brand

Point of saleCatalogue or magazine

of the brand

Opinions of friends and family, word of mouth

Opinions of surfers(blogs, forums, community networks,

etc ...)

Press coverage

5

MEDIA PERFORMANCE

Ranking based on perceived exposure score on 15-64

6

MEDIA PERFORMANCE

Ranking based on perceived exposure score on 15-64

6 7 8 9 10

7

MEDIA PERFORMANCE - SouthIncl. Media Brands

6 7 8 9 10

Ranking based on perceived exposure score on 15-64

8

MEDIA PERFORMANCE - NorthIncl. Media Brands

6 7 8 9 10

Ranking based on perceived exposure score on 15-64

9

MEDIA PERFORMANCE15- 34

Ranking based on perceived exposure score on 15-34

6 7 8 9 10

10

MEDIA PERFORMANCE15-34 vs. 15+

Ranking based on perceived exposure score