Brand Media Monitor VIII
Edition 2016 - 2018
The fastest way to understand your brand
Brand Media Monitor VIII
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What makes Brand Media
Monitor unique ?
Brand Media Monitor VIII
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Brand Media Monitor : The USP’s
 The BMM starts where the CIM surveys end :
 richer descriptions of people (>< CIM : merely socio-demographics)
 relevant segmentations of 1000+ brands (>< no brands in CIM TGM)
 A 360° and 3D approach of media and touchpoints (>< still no ‘roof’ above tactical
surveys CIM)
 A unisource combination of people, brands and media
 A solid data collection method : single source (two waves) , self-administered online
questionnaire, large representative sample (n=4800+)
 A long term project : bi-annual, stability and innovation
 Integration of internationally validated research tools : Semiometrie, Connected Life,
TGI attitudes, … that offer exclusivity and insight
 A differentiated offer for all industry parties : media owners, sales houses, media
agencies, advertisers, agencies, researchers, …
 Member survey of the international TGI network (Kantar)
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Als je de BMM in één beeld wil vatten, dan is het een driehoek. Een driehoek die de drie pijlers
verbindt waar onze industrie op steunt : de mensen, de merken en de media.
Depuis sa quatrième édition, nous avons transformé notre triangle en lui donnant un aspect tridimensionnel. Pour symboliser le fait que l’étude a gagné en profondeur. Et permet des analyses
plus riches que le croisement à deux dimensions d’une marque avec une cible, d’un média avec
une marque, d’une cible avec un média…
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The three pillars for any effective communication
strategy
1.
Can I define The
Target group?
Who ?
3.
Where can I touch
the target group ?
The Contacts ?
Where can we touch ?
2.
Do I understand the
Target group ?
The Message?
How does it feel?
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BMM 2016-2018: The Concept
COMMERCIAL
STRATEGY :
How big is
my market ?
How many clients and
potential clients does
my brand have ?
How do they behave ?
MEDIA STRATEGY :
Through which
media,channels,
devices and
touchpoints can I
reach my clients and
my propects ?
CREATIVE
STRATEGY :
Who are my clients
and prospects ?
What drives and
moves them ?
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BMM 2016-2018: The Content
100 / 45 SECTORS
 Usage & Purchase
 Frequency
 Shopping location
 Motivations
 Touchpoints in Path to Purchase
 Word of Mouth
1000+ BRANDS
• Awareness
 Usage
 Attitude
 Recommendation (NPS)
STRATEGICAL
media types
TACTICAL
titles & frequencies
SOCIO-DEMOGRAPHICS
SEMIOMETRY
ATTITUDES (TGI)
CONTEXT
EQUIPMENT, DEVICES &
ACCESS POINTS
SHOPPER TYPOLOGY
INNOVATION & EARLY ADOPTERS
THE DIGITAL CONSUMER
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BMM VIII (2016-2018): The method
■ Eighth wave of the study (° 2001) , launched April 30 2016
■ Sample
■
N = 4.860
■
Representative of the Belgian population aged 18-64 years
■ Method: Online Self Completion (TNS OAP panel + preferred suppliers)
■ Period of fieldwork
■
“Media” questionnaire: November 2015 – January 2016 (45 min.)
■ “Brands & People” questionnaire: January – February 2016 (41 min.)
■ 3 shortened versions of each questionnaire , linked together in one database
through a validated ascription
■ Reweighing towards the CIM Golden Standard (Sex, Age, Education, Profession,
Social Group, Region, Language)
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Brand Media Monitor 2016-2018 : The Novelties
Methodology :
• Larger sample (+ 20%) : n= 4.860 (BMM VII : n= 4.082)
• Shorter questionnaires (- 40%) per respondent (better response
rate, less respondent fatigue, more valid responses)
• no fixed split runs products & brands questionnaire but single source
with abbreviated versions (media and products/brands) per
respondent
• Merger of different versions through validated ascription
Database :
• One complete database in stead of 3 partial versions > uniformity of
results / all data can be cross-analysed.
• (under study) Introduction of a probabilized media database for
planning purposes (optional)
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Brand Media Monitor 2016-2018 : The Novelties
People :
• Socio’s : Out : lifestages & equipment TGI
• Typo’s :
• Digital Life & SOM typologies replaced by one Connected Life segmentation
• TGI Attitudes : update Dimensions
Brands :
• Updated list of categories and brands
• Distinction between ‘main’ (45) and ‘sub’ categories (99) of products
• Main Categories :
• Larger list of purchase locations
• New : Use of information sources (‘touchpoints’) in different stages of the path to
purchase : inform / compare / buy / after sales service
• Specific categories : New questions
• Durables : Purchase intention
• Budget : supermarket / clothing / car / holiday
• Cars : Fuel actual / future car
• Tobacco : Smoker ? / Frequency of tobacco products
• Use of Light products
• Brands :
• Awareness question as first separate filter
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Brand Media Monitor 2016-2018 : The Novelties
Media :
•All : Recency questions added to calculate AIR figures
•Mediatypes : Audio- and videostreaming added as separate media categories
•Print :
•Dailies : Distinction digital reading between website on PC and on
smartphone/tablet
•Magazines : Out : Reach per device
•Out : International titles
•Shorter lists of topics of interest
•TV /Radio :
•Shorter lists of programme formats and music styles
•Extra : VOD – services and audiostreaming (reach per brand)
•Digital provider : moved to Brands
•Reach station websites per device
•Extra : simultaneous use of radio + Internet / attitudes radio
•Outdoor :
•Longer list of billboards / locations
•Appreciation of advertising on public transport
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Brand Media Monitor 2016-2018 : The Novelties
Media
•Internet :
•Out : categories of activities Digital Life
•Update list of internet activities
•Extra : use of ad-blockers / interest in dedicated apps in points of sale
•SOM : out : questions SOM-typology / in : reach indicators per brand
•Extra : Connected Life attitudes
•Direct Mail :
•Paper vs e-mail
•Touchpoints & Events :
•Out : Fairs & Exhibitions
•Out : Visit (last week) types of shops
•Out : Sports
•Touchpoints : Frequencies
•Mobile Devices :
•Game consoles : out : activities
•Smartphone / tablet : update list of activities
•Extra : possession of a smartwatch
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General Overview
Media
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Media : Strategical – Media types
General use of media types (16)
 Above :
 Dailies
 Magazines (general vs specialized)
 Television / video streaming / view
on demand
 Radio / audio streaming
 Internet (sites, e-mail)
 Cinema
 Free regional press
 Unaddressed Mail (folders)
 Direct (e-)Mail
 Outdoor (affichage)
 Parameters :




Total Usage
Frequency
Duration
Segmentation :
 Density CIM (HML)
 Quintiles TGI
360°
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Media: Strategical – Communication Channels
General use of media types
 Below / other touchpoints :




 Parameters :
Mobile phone & tablet
 Total Usage
Game Consoles
 Frequency
Events
Other advertising touchpoints
(instore advertising, promotion,
boomerang cards, mobile,
sponsoring, product placement,
samples, free trials, gadgets,
coupons, recommendations, pop up
stores,…)
360°
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Media: Tactical – Media titles
 Titles (filter per language)
 16 dailies (8 Fr, 8 Nl) + 21 supplements (9 Fr, 12 Nl) + digital versions
 108 magazines (51 Fr, 57 Nl) + digital versions
 52 TV stations (32 Fr, 20 Nl)
 14 view on demand services (6 Fr, 8Nl)
 25 radio stations (13 Fr, 12 Nl)
 9 audio streaming services
 198 media-sites (102 Fr, 96 Nl) + 74 other websites
 15 social online media
 4 regional free papers (2Fr, 2 Nl)
 17 types of billboards
 Information
 Reach (all vs non)
 Frequency (regular vs irregular)
 Recency
 Preference (TV, radio)
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Media: Context – Content
Qualitative questions (preferences / usage)
Dailies
Magazines
TV
Types of movies
(15)
Types of info
(15)
Types of info
(15)
Radio
Internet
Program types
(14)
Activities on the
internet (34)
Music genres
(15)
Purchases on
the Internet
(14)
Program types
(15)
Digital TV
Services (13)
Free Regional
Press
Mail
(Direct/Unaddressed)
Mobile phone
/ Tablet
Touchpoints
Events
Types of info
(13)
Product
categories (13)
Activities (27)
Touchpoints
(16)
Type of events
(15)
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Media: Equipment, Devices & Access points
Media equipment
TV :
• number of TV-sets / cable TV / satellite dish / digital decoder / PVR / Smart-tv /
videorecorder / DVD / Blu-Ray / game console / chromecast
Radio :
• number of radiosets / Wifi / DAB / MP3 or Ipod / streaming radio
Internet :
• number of desktop PC, laptop PC, tablets, smartphones
Mailbox Media :
• anti-advertising sticker
Gameconsoles (with multimedia):
• portable vs non portable
Mobile :
• GSM / smartphone / tablet / Android vs iOS vs Windows
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Media: Equipment, Devices & Access points
Devices and access points (frequency)
Dailies :
• paper / PC / smartphone or tablet (websites or mobile apps)
Magazines :
• paper / PC / smartphone or tablet (websites or mobile apps)/
TV :
• PC / hometheater or mediacenter / GSM or smartphone / TV-set / iPad or tablet / game
console or other electronical device
Radio :
• PC / hometheater or mediacenter / GSM or smartphone / iPad or tablet / game console /
mp3-player / podcasts / streaming radio / auto radio
Internet :
• Devices : PC / GSM or smartphone or iPhone / smart or connected TV / iPad or tablet /
game console / other electronical device
• Locations : home / work / school / outdoor / library or cybercafé / elsewhere
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BMM VIII: Access
Different possibilities according to client’s priorities :
 Access to data in the Galileo software (standard B-band for media centers)
 Brand Report / Sector Report (Excel or PPT)
 Media Report (tactical or strategical) (Excel or PPT)
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Brand Media Monitor VIII
Edition 2016 - 2018
The fastest way to understand your brand
Contact:
Jan Drijvers
Client Service Manager
[email protected] | +32 2 300 2147
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