MediaDNA Presents Media Brand Findings

The mediaDNA consortium, made up of Zenith Media, BSkyB, Capital Radio and News International, today presented the results of the research it launched last year (see Consortium Launches Brand Opinion Survey) into the perception of the 85 top UK media brands. 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.

The research, carried out by Millward Brown, aims to define the characteristics of media brands using three channels: Positioning, Personality and Image, so that they can be matched with advertiser brands. A total of 5,000 respondents were interviewed, each talking about up to 3 media brands that they used.

While the speakers stressed that the research should not be used to replace the “gut instinct” of choosing media matches for brands, they said it could take some of the guesswork out, challenge perceptions of how media brands are viewed by the public, and in turn increase receptivity.

Findings of the study so far which have challenged perceptions include: The Uncovered series such as Ibiza Uncovered being seen as the most sexy media brand, followed by FHM, Vogue and Buffy The Vampire Slayer. The least sexy brands were the Independent and Guardian Newspapers; The Simpsons, The X Files and Sky Sports being seen to be more trend setting than fashion mags such as Cosmopolitan and Elle and The X Files being seen as the most intellectual media brand of those surveyed.

MediaDNA: 020 7224 8500 (c/o) Frank Harrison at Zenith Media www.mediadna.co.uk

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