TNS to explore the 'Power of Print'

Global market research organisation TNS has bagged a research project, Power of Print, which has been conceived and designed to help media professionals in Asia better understand the role and effectiveness of print advertising.

The project, a first of its kind in Asia, is being backed by some of the well-known names in print such as The Economist, Financial Times, International Herald Tribune, Newsweek, Reader's Digest, TIME and Yazhou Zhoukan along with the Society of Publishers in Asia (SOPA).

The project aims to explore the performance of print advertising both as standalone campaigns and in conjunction with other media by measuring the actual in-market campaigns, which appears across a portfolio of newspapers and magazines in Hong Kong and Singapore.

A wide range of measurements will be implemented in the study including campaign recall, impact on brand perception, as well as reader attitudes toward print media and advertising.

Fieldwork for the study will take place later this year in Hong Kong and Singapore via the TNS 6th dimension on-line access panels. Results are expected to be announced in the fourth quarter of 2005 and will be supported by an extensive series of presentations to the advertising and media industry in the region.

On acquiring the project, Stephen Yap, associate director, TNS Hong Kong, said, “For many years, advertising professionals in Asia have been calling for research to help broaden the base of knowledge on the role of print within the media mix. We are delighted to have been selected to carry out this challenging study.”

“While there is no shortage of audience profiling and targeting information, which is already available in the market, there is an identified need for greater depth of insight into advertising effects and how consumers interact with different media. This is a long overdue initiative and we are thrilled that this group of leading publications have now come together with SOPA to make it happen,” he added.

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