Consortium Launches Brand Opinion Survey

Capital Radio, News International, BSkyB and Zenith Media are launching a research project to explore the public’s opinion of the largest media brands in the UK. Image and personality profiles will be revealed by the mediaDNA survey early next year for 85 of the top media brands in the country, which account for over 80% of total advertising in the UK’s broadcast and national print media.

Frank Harrison, director of strategic resources at Zenith Media, said: “Matching media to the branding aims of products and services has long been an important element in the media selection process, but due to lack of research, this has often been based on little more than gut feeling. MediaDNA now provides us with the quantitative media brand data necessary to optimise these decisions and guide more effective communications for our clients across the major media.”

Stuart McDonald of News International added: “News International’s investment in mediaDNA continues to develop our understanding of how consumers perceive our brands and how this can be leveraged fully by advertisers who understand the various strands of this relationship. The initiative is key to our strategy of providing insight that serves to strengthen the value of the various communication opportunities provided to our clients.”

The survey utilises research contractor Millward Brown’s Brand Dynamics methodology and will draw on the findings of over 5,000 interviews. The media covered includes all national newspapers, major consumer magazines, principle radio stations and groups and the main television stations along with their most popular programmes.

MediaDNA: www.mediadna.co.uk

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