PAXO, developed by research agencies Telmar and IMS, is based on the Pan
Asia Cross Media research which Asia Market Intelligence has conducted
across nine regional markets over the past five years. In developing
PAXO, the operators have incorporated research into a single database.
"In media planning we really need a single curency; PAXO is the currency
for all planners in the region to measure the effectiveness of their
campaigns,
said BBC World's head of research, Jeremy Nye. "It is the
first time regional advertisers can plan their campaign using a single
database."
According to Nye, PAXO allows agencies and advertisers to measure the effectiveness of individual cable and satellite channels and shows how these channels perform versus terrestrial television and print.
PAXO's operators also concluded that pan-Asian channels were more cost-efficient than local channels as well as regional print for reaching upscale adults.
