MANILA: Synovate will be expanding coverage of its Media Atlas survey to the Philippines, with Hong Kong results due out shortly.
Synovate launched the first Media Atlas in Thailand last year, in a bid to capture the media consumption habits of often hard-to-reach upscale consumers, and followed up with Malaysia shortly after.
Steve Garton, Synovate's Asia-Pacific director, media research, said: "We've got a number of rounds of data in Thailand and Malaysia, and after Hong Kong, we're due to start the fieldwork in the Philippines."
Garton said Synovate was negotiating with the Hong Kong 4As to give its members access to the findings. The move follows Nielsen Media Research's appointment of former Asia-Pacific marketing director for BusinessWeek, Helen Pemberton, to oversee a revamp of its Media Index survey, which has come under fire for neglecting client needs.
