NBC Super Channel To Harness EMS Results

European Media Survey (EMS), the largest and most detailed media survey amongst Europe’s 40 million most affluent consumers, has been welcomed by NBC Superchannel.

Conducted as a continuous research study, EMS measures the media and lifestyle habits of upscale European adults: sampled randomly the respondents who complete the survey represent the top 6% of adults across 17 European countries. Figures show that NBC attains a daily reach of over 500,000 people, cumulating to 4.7 million upscale Europeans per month.

NBC will use the EMS information to profile its audience in-depth, ascertaining their actual and aspirational lifestyle, media and purchasing habits on an on-going basis.

Of viewers who watched NBC in the past 30 days, 41% had rented a car in the past 12 months, which is 40% above the EMS average across the study; ownership of computer equipment attained a 59% score with 15% intending to purchase in the next 12 months, giving NBC a 20% increase on the average survey respondent; similarly in telecommunications 43% owned equipment with 35% above the study average intending to purchase within the next 12 months.

An average of 7 air return journeys were taken by NBC viewers – 40% greater than the survey average; 35% took business trips in or outside of Europe attaining a 61% above survey average for the Channel.

Ron Plante, head of research at NBC, commented: “The survey represents a step in the right direction for the industry as a whole; NBC was keen to participate from the beginning recognising the advertising community’s need for an up-to-date survey reflecting the rapid changes in trends and market forces.”

NBC Superchannel: 0171 600 6600