SYNOVATE PAX RESULTS MORE THAN SATISFY EMPHASIS MEDIA

HONG KONG, 10 July 07 – Emphasis Media Limited, Asia’s biggest inflight publisher and the world’s largest inflight advertising sales company, contracted the inclusion of an inflight category within Synovate ’s Pan-Asia Cross Media Survey (PAX) in 2006, as part of its commitment to providing its clients – both advertisers and airlines – with more accurate data to support what the reputable media company has been preaching for more than 30 years: that inflight is worth investment.

Synovate PAX covers the media consumption, product and service ownership, purchase intention, lifestyle and attitudes of affluent Asians and now also examines the inflight magazine readership, entertainment habits and duty free shopping behaviour of affluent Asian travellers. On June 29, Synovate released some of the key findings that Emphasis had looked forward to when the two companies began their co-operation a year ago.

Emphasis has commissioned and collects research from Synovate on Emphasis titles Discovery (Cathay Pacific), Silkroad (Dragonair), Sawasdee (Thai Airways), Dynasty (China Airlines), KrisWorld (Singapore Airlines). Research for Air Macau as well as Emphasis’ newest titles Hong Kong Airlines, Priority (Singapore Airlines) and Silkwinds (SilkAir) is underway.

Strong readership among the advertisers’ main target audience remains high, with 38% of travellers who have travelled at least six times in the past 12 months continuing to read the inflight magazine. 28.5% of those who travel for either business or leisure at least three times per year read inflight magazines, and 28.8% of all business travellers flying in
business class have read one of the targeted inflight magazines in the past month.

Readership figures are representative of five major markets in Asia-Pacific including Hong Kong, Singapore, Bangkok, Kuala Lumpur and Taipei.

“We have always been committed to providing our clients with the most accurate, up-to-date research data relevant to inflight,” stated Monica Woo, Emphasis Managing Director. “Last year, we stepped up our efforts by identifying Synovate as the perfect research specialists, and PAX as an invaluable platform by which to collect data about who reads the magazines we produce, who tunes into the videos that we distribute, and what their spending habits are. We are now beginning to receive very positive findings and, because of the tremendous response from our advertisers, are very pleased with our investment.”

"While the industry has always assumed the captive power of inflight magazines, Synovate PAX inflight data now provides solid, credible information to enable agencies and marketers to quantifiably plan against such titles,” added Craig Harvey, Director – Media Research, Asia Pacific, Synovate.

 

TOP

< back to list                           Λ  V