MediaDNA is a ground breaking
research project exploring the public's opinion of the
largest media brands in the UK. The research is used
to raise advertising effectiveness by helping planners
align advertiser brands more closely to the image and
personality of the media brands that host them.
MediaDNA
is a database constructed over 3 waves of research
incorporating over 11,000 interviews with users of
217 key UK media brands across television, radio,
newspapers, magazines and the Internet. MediaDNA allows
advertisers to match their brands through image and
positioning. The media brand personalities in the
survey have been derived jointly with Millward Brown,
whose Brand Dynamics methodology is the world's leading
brand equity measurement technique. Over the last
10 ten years the method has been used to research
the brand equity of over 3,000 brands in 19 countries.
MediaDNA
has been awarded an IPA Seal of Approval and won Agency
Research Project of the Year at the 2002 Media Week
Awards.
National
Newspapers (as a medium) show the following strengths:
This is how the
readers of our titles explained the TNL brands on mediaDNA:
The Times
· Seen to have a strong identity
· Specially chosen
· Considered time well spent
· Like People to know I read it
· Appeals to men and women
· Can always rely on it
· Influences opinion
· British
· Responsible
· Informative
· More intellectual than The Daily Telegraph!
The Sunday Times
· Seen to have a strong identity
· Specially chosen
· Can lose myself in it
· Considered time well spent
· Appeals to men and women
· Influences opinion
· Can always rely on it
· Informative
· British
· Responsible
Play · Lifts Mood (No.1 Qual. Supp.)
· Can always rely on it (Joint No.1 Qual. Supp.)
· Lost without it (No.1 Qual. Supp.)
· Inspiring (No.1 Qual. Supp.)
Times
Magazine · Can always rely on it (Joint No.1 Qual.
Supp.)
· British (No.2 Qual. Supp.)
Style Magazine · Trendsetter not a follower (Joint No.1
Supp. With Culture)
· Specially chosen (No.3 Qual. Supp.)
· Can influence your Opinions (No.1 Supp.)
· Innovative (No.1 Supp.)
· Bold (Joint No.1 Qual. Supp. With OM and GUA Wkd)
· Glamorous (Joint No.1 Supp. With M Celebs)
· Sexy (No.1 Qual. Supp.)
Culture Magazine · Trendsetter not a follower (Joint No.1
Supp with Style)
· Specially chosen (No.2 Qual. Supp.)
· Considered time well spent (No.1 Supp.)
· British (No.3 Qual. Supp.)
· Informative (No.2 Supp.)
Sunday Times Magazine · Strong Identity (No.1 Supp.)
· Talk about with friends (Joint No.1 Qual. Supp.)
· Can lose yourself in it (No.1 Qual. Supp.)
· Responsible (No.2 Qual. Supp.)
