PAX and EMS synch up

Regional - Synovate has coordinated two of its regional media surveys to better reflect the digital media consumption and lifestyles of affluent consumers and top business decision makers in Europe and Asia Pacific.

The two surveys, Synovate PAX and EMS will be further enhanced by the addition of digital media to the current TV and print audience measurement.

"Synovate is moving quickly to address one of the most important things on its clients' minds - digital media and how its consumption impacts on other media and purchase habits. While there are other digital media surveys, this one will be unique as it covers upscale audiences - a crucial target group - across an enormous geography and we will be able to provide multi-regional reports to clients - which makes a great deal of sense as many campaigns are multi-regional in scope," Steve Garton, global head of media for Synovate said.

PAX Digital and EMS Digital will include additional information covering online behaviour sites visited and influence of the web on purchase decisions. CNN is the first sponsor to commit to the PAX and EMS Digital.

"Organisations will typically have plenty of data on the total number of visitors to their websites, but it is rare for them to have more detailed information on these visitors, such as their income, levels of home ownership, purchasing interests and so on," Reinier Schaper, head of EMS for Synovate said.

Synovate's PAX media survey covers Asia Pacific, the Middle East and most recently, Latin America. In January 2007, Synovate acquired Dutch research firm, Interview-NSS which is the company that developed EMS in 1995. EMS covers 20 European countries including Russia.

The new digital component of the surveys will commence fieldwork in July while the first results will be delivered to clients early 2008.