Consumer Multimedia (CMi) is a multi-object tracking & hierarchically organized single source data bank that entails a panoramic 360 degree media reach and frequency across urban & rural segment of Pakistan coupled with product consumption patterns. Study offers all-inclusive research data as one-stop solution inevitably required for category understanding. Over the years, CMi is the most cited reference figures in the country that gives CMi Consumers’ Insights for over 60 product categories and most effective media to reach your target audience.
- As an advertiser, CMi has to offer immense utility for your strategic media & marketing planning for the coming year which requires information about category penetration, brands consumer shares, decision making dynamics, shopping & consumption frequency, a day in consumer life (a 24 hours scan of activity and emotional makeup) and above all a comprehensive demographic profiling of your/your competition’s target audience.
- As a media planning agency, CMi has to offer immense utility for your strategic forecasting in terms of understanding about comparative penetration of various media vehicles, media consumption pattern, content/program fondness, channel/title share, media planning/buying and above all a comprehensive demographic profiling of your client’s target audiences. Now there is no need to go for separate researches for each media rather subscribing to a single source data for multimedia consumption in Urban & Rural Pakistan is the most optimum way to meet media research needs.
- As a media operator, CMi has to offer immense utility for your strategic planning in terms of gauging section preference, print media reach across weekdays/weekends, titles/channels reach, reading pattern and above all a comprehensive demographic profiling of your/your competition’s readers.
2. A Brief Backdrop of CMi
Consumer Multimedia Index (CMi) is the birth of Single-source data in
Pakistan to measure 360º media reach & frequency, product/Service
consumption and psychographic segments
COMMON All TREND
CURRENCY INCLUSIVE DATA
CMi aims at being common CMi goes one step beyond plain As a trend data, CMi was
currency for marketers, socio-economic or demographic first conducted in 2009
advertisers, media classification by tapping into the and since then its 3 data
agencies /planners, and attitudes, a day in consumer’s
waves have been
life, shopping habits ,
media operators with its released and upcoming
emotional makeup & lifestyle
dynamic data delivery data wave will be in place
allowing psychographic profiling
software. of the consumers. by July 2012
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3. What it tells about Consumers?
CONSUMER
Product Category Detailed Media
Consumption Exposure/Habits
Users & Non – Users (Market Size) TV
Radio
Brands’ Top of Mind Recall Newspapers
Primary & Secondary Brands Magazines
Internet
Decision Making Dynamics SMS as Media
Word of Mouth Influence Cinema
Outdoor (16 vehicles)
Consumption Frequency Direct Marketing
4. Consumption Habits
Over 65 Product Categories
Food
HH Care / Durables
Personal Care
Services
• Toothpaste • Biscuits • Surface Cleaner • Mobile Service
• Skincare Cream • Juices • Tissue Papers Provider
& Lotion • Mineral Water • Insecticide • Mobile Phone
• Shampoo • Ketchup • Laundry Sets
• Talcum/Prickly • Jams/Jellies/Mar Detergents • Mobile Financial
Heat Powder malades Powder Services
• Facial • Carbonated Soft • Laundry • Internet Service
Wash/Cleanser Drink Detergents Provider
• Tea Soap/Bars • Air Travel
• Personal
Cleansing Soap • Noodles • Mobile Phone • Fast Food
• Ice Cream Sets Restaurants
• Sanitary Napkins
• Deserts • TV • Durables/Home
• Hair Removing
• Flavored Milk Appliances
Creams • Refrigerator
• Salty Snacks • Car
• Mouth Wash • Microwave
• Pickles
• Diapers Oven • Motorcycle
• Ghee
• Baby Products • Air Conditioner • Lubricants
• Cooking Oil
• Analgesics • Washing • Fuel Stations
• Spices
• Male Grooming Machine • Cigarettes
• Recipes
• Hair Color • Car • Bank
• Powdered Milk
• Liquid Hand • Liquid Milk • Motorcycle • Credit Card
Wash • Milk Modifier • Debit Card
• Shower Gel • Chocolates
• Powdered Drinks
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5. Media Information covered in CMi 2012
TV Newspaper/Magazine Radio
• Penetration of TV (Overall • Penetration of NP/ Mag • Penetration of Radio
Viewership) (Readership Measure) (Listenership Measure)
• Average No. of days and time • No. of days NP is read during a • Average No. of days Radio
spent watching TV during a day week listened during a week
and week • Avg. Time Spend reading NP in • Number of Radio sets at home
• Top of Mind recall for TV an avg. day and type radio used when
Channels • Top of Mind recall for NP/ Mag listening
• TV overall reach as a media • NP overall reach as a media • Average time spend listening to
vehicle vehicle and Titles Reach (Avg. radio in a day and overall reach
• TV Channels Reach (Avg. Day/Avg. Week/Avg. Month), no as a media vehicle
Day/Avg. Week/Avg. Month) of issues read, titles across all • Radio Channels Reach (Avg.
across all individual Week Days & individual Week Days & Day/Avg. Week/Avg. Month) and
Weekend and hourly breakup Weekend across all individual Week Days &
• Routine of watching TV across • No of Picks associated with NP Weekend
Weekdays – Weekend by Time read an avg. day • Reach of Top 10 Radio channels
Slots • Part Reading of NP read an avg. across an avg. day by 3 hourly
• Accompaniment, Channel day break-up
Control and Places of watching • Likes/Dislikes of sections/pages • Routine of listening radio across
TV by different time slots as per degree of interest Weekdays – Weekend by Time
• Likes/Dislikes for Various TV • Routine of reading Magazine Slots and accompaniment while
Program Types across Weekdays – Weekend by listening to radio across different
• Reaction/Response during TV Time Slots time slots
Ad/Commercial Breaks • Place where radio is listened in
average across different time
slots
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6. Media Information covered in CMi 2012
Interactive/Social Media Out of Home (OOH)
• Internet Section • Outdoor Advertising
• Penetration of Internet • Penetration of 16 OOH Media Vehicles
• Average No. of days internet used in a week • Daily & Weekly Reach of 16 OOH Media
• Avg. Time Spend browsing internet across an avg. Vehicles
day • How often outdoor advertisements are viewed
• Top of Mind recall for Internet Sites by respondents
• Social Websites reach and habits • Outdoor media witnesses by respondents
• Internet overall reach as a media vehicle when they are out of home
• Websites Reach (Avg. Day/Avg. Week/More than a • Daily sightings of all OOH Media Vehicles
week) and across all individual Week Days &
Weekend
• Reach of Top 10 websites across an avg. day by 6 • Direct Marketing Activities
hourly break-up • Penetration of Direct Marketing Modes
• Routine of browsing internet across Weekdays – • Opinion about various Direct Marketing Modes
Weekend by Time Slots • Treatment/Response to Direct Marketing
• Number of times websites opened by 6 hourly Modes
breakup • Incidence of participation in Direct Marketing
• Approx minutes spend on browsing websites Activities
across 6 hourly breakup
• SMS Section
• Incidence of Text Advertisement through SMS
• Treatment of SMS Text Advertisement by Respondents
• Viewing pattern of Text Advertisement
• Opinion about Text Advertisement through SMS
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7. Augmenting Critical Decsion Making
Comprehensive and Compatible reach &
frequency figures of media vehicles &
their channels/titles within
Multimedia planning to reach out to
high definition TGs through media mix
approach & advertising budget
optimization
A shift from hunch-based decisions to
more pragmatic optimization of
Advertising Budgets
With 3500+ brands of over 60 product
categories, defining the Target Groups
with High Resolution Lens
Knowing the detailed category dynamics
by diving deep into own and
competitors’ brand users’ profiles
8. Research Design
• To establish single source data for
• Multimedia Reach & Frequency
Why • Product Consumption Patterns
• Psychographic Profiling
• F2F Interviews
What
• Door to Door methodology
• Male & Female equal split
Who • Aged 12 years and above
• SEC A to E1
• National Coverage
• 15,000 Interviews
Where • 10 Key Cities (Individually Reported)
• 40 Rest of Urban Cities
• 400 Villages
• Annual
How • 3 Data Waves (2009 & 10)
Often
• 2012 Data Wave due by August
Qnire • 1 hour
9. What Makes CMi Distinct?
Most robust study ever conducted in
KARACHI 1335
terms of Geographic Coverage &
Sample Size for its specific mandate LAHORE 883
Stratified Sampling in accordance FAISALABAD 640
with population strata and RAWALPINDI 578
geographical spread GUJRANWALA 567
As a sequel of National Ridership MULTAN 541
Survey 2007, CMi has evolved as only
syndicated Pan-Industry National HYDERABAD 527
Representative Study PESHAWAR 379
First and only read of Rural Pakistan ISLAMABAD 370
in terms of Multimedia Reach & SUKKAR 231
Frequency Figures & category
Total Key Cities 6051
Penetration
Rest of Urban Cities Total 3949
Initiated and endorsed by PAS, CMi is
the critically acclaimed currency for Rural 5000
Print Media and Radio in particular. Total 15000
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10. What Makes CMi Distinct?
CMi offers flexible Subscriptions Module primarily in form of:
One-off Reports (PPT based)
Full Fledge subscription
─ (with software, planning optimizer, training and Client Servicing Support)
About 25 subscribers from Advertisers, media buying & media
operators
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12. Some Glimpses of CMi Data
Based on 2010 Data Wave
The same and much more info covered in latest Data wave of
CMi 2012 is available through subscription.
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15. Multimedia Planning Scenario – Overall vs. Youth of Upper SEC
With the change in target, for the same mix of multimedia selection
Regional Channels/Publications, Avg. Day Reach grows markedly
Youth 12-24 SEC A&B Total Urban
1%
National Eng Daily 1%
2%
Reg. Lang. Daily 2%
5%
Radio Channel 3%
7%
English Movie Channel 3%
15%
6 Leading Websites 4%
5%
Reg. Lang. TV Channel 5%
11%
National Urdu Daily 8%
17%
TV News Channel 19%
Based on Actual Data
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16. Multimedia Planning Scenario – Overall vs. Interior Province
With the change in target, for the same mix of multimedia selection
Regional Channels/Publications, Avg. Day Reach grows markedly
Interior Province Total Urban
0%
National Eng Daily 1%
17%
Reg. Lang. Daily 2%
0%
Radio Channel 3%
2%
English Movie Channel 3%
2%
6 Leading Websites 4%
37%
Reg. Lang. TV Channel 5%
4%
National Urdu Daily 8%
10%
TV News Channel 19%
Based on Actual Data
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17. Media Users Profiling across Mobile Service Brands
Based on Actual Data
Med- Heavy Viewers TV Med- Heavy Newspaper Readers
5% 2%
15%
Brand - A
23% 36% Brand - B
12%
Brand - C
Brand - D 63%
8%
22% Brand - E
14%
Med - Heavy Listeners Radio Med-Heavy Internet Browsers
5%
9%
37% 13% 33%
29%
33% 12%
19% 10%
Base: CMi 2010
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26. A Day in Consumers’ Life 24 Hours Activity Scan
Prayers Prayers Prayers Prayers
TV/DVD Urban
Power Nap
Housework
Lunch
Dinner
06am-
09am-12pm 12pm-03pm 03pm-06pm 06pm-09pm 09pm-12am 12am-03am 03am-06am
09am
Prayers Prayers Prayers
Prayers
TV/DVD
Power Nap
Housework
Lunch
Dinner
Rural
27. What’s next ?
The same bites with much more information is available
based on our latest Data Wave of 2012-12 the fieldwork
of which was conducted in July – August 2012.
To know more about subscription cost
structure, feel free to call or send an email.
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