Universal McCann's latest research initiative, Media in Mind, found stark differences in media consumption patterns across the region, even in markets - for example Hong Kong, Taiwan and Singapore - where a largely Chinese-speaking population exists.
In unearthing the differences across 11 markets, the survey demonstrates that while size does matter when it comes to ratings, it is equally important that advertisers and their agencies consider the vastly different ways media is consumed across Asia. Crucially, it calls into question the bigger-is-better theory, suggesting that money thrown at prime-time may be better spent elsewhere.
For instance, findings show that computer users in Singapore spend almost 10 per cent of their media consumption time on the internet, while in India - the world's biggest exporter of programming talent - the figure barely scrapes past two per cent. Over in Malaysia, the same group of media consumers favour radio over other media, while Hong Kong residents prefer television and - because so much time is spent out of home - outdoor media. When it comes to the printed word, Taiwanese are more likely to pore over a magazine late in the evening, while Hong Kong readers pay most attention to magazines during lunch. And on weekends, "ambitious people in the Philippines watch television most closely at about 7am, while in Thailand, this same group would register "attention surges at about midday and again late evening.
Victoria Henderson, Universal McCann's Hong Kong-based worldwide director for Cathay Pacific, says: "Some target groups are information junkies - they seek out information even before their feet hit the floor in the morning. But lots of people have a passive approach to media, and breakfast radio, for example, in a lot of countries is used as background noise."
While much of the data is fascinating, some simply reinforce what would be obvious to most executives in the industry. It tells you, for example, that while most Asians read their newspapers in the morning, Taiwanese also read theirs in the evening - for the simple reason that there are evening papers available in Taiwan unlike most other Asian markets.
But Henderson says even data that gels with a marketer's gut instinct is of importance especially when it comes to guiding the more sceptical clients. "You can sit in your ivory tower and assume that somebody watching, say, horse-racing is going to be interested in XYZ, she says, "but now we have the data to back that up, she says.
Henderson is also quick to add that Media in Mind research is not meant to replace syndicated data, but rather to complement and help make the best use of it.
She says the gaps and overlaps between certain target groups' use of media and their attention to it can provide considerable insight for media planners. "Take a programme like Ally McBeal for instance. When women watch it, and it's the same with Sex and the City, they watch it with their friends and they tend to be very, very involved in the programme, she says. "That versus The Practice or something like that, where viewers are not so involved. Your gut tells you that's the case, but until now there's been nothing to prove it."
Henderson says the research is aimed at achieving a richer, deeper level of understanding of consumer media - much more than syndicated data can provide. Its aim is to monitor not only what people watch, read or listen to, but when and how they do it, and who they're with at the time.
In undertaking the research, the agency had participants keep a diary and fill out questionnaires in order to better track which media certain consumer groups prefer, determine how much attention they pay to it and the times of day they are likely to be most responsive to an advertiser's message
Henderson says the research can go down to assess when people who enjoy do-it-yourself home improvement, for example, are most interested in watching television or when owners of certain products are listening to the radio.
"Many attention studies over the years have concluded that the greater the attention to television programmes, the better the recall of commercials around them, Henderson says. "But people-meters don't measure attention.
If you're reading a magazine in front of the TV, you still count as a viewer.
"Sport, for example, tends to have high viewer involvement across the board, but some sports generate higher attention levels than others, like the Superbowl final, although again attention peaks at different parts of the game. If you're watching the US Open golf, however, you're more likely to tune in and tune out, even though the peoplemeter says you're watching the whole time."
The latest results from the Asian survey came from field work done late last year. As the study has only been running in this region for a year, no meaningful trends have yet emerged, but Henderson says the data can be used alongside the results of Media in Mind findings from other continents, as client Cathay does. The airline has used findings from the survey to gauge the habits and attitudes of frequent business travellers within Asia compared to those in Europe, where the survey was launched four years ago. As a result, it expanded its partnership with CNN, using the channel as its core media partner to promote its third-generation business class product. The media buy, which includes 60-second TV spots, sponsorship of the Biz Asia segment and the online service, was made to reach frequent business travellers in the "optimum environment of CNN's web and television properties. Says Henderson: "The resulting strategy is a direct consequence of CNN's role in the life of our target audience."
As the survey matures and gathers meaningful trend data, it will provide insights to back gut feel. Henderson adds: "It enables advertisers to reach their target audience when they're thinking about or using a product, and helps clients understand how different consumer groups' minds work."
