MEDIApuls - tool for media planning and advertising analysis
At the beginning of 2004, we launched the MEDIApuls project to research media consumption (readership of print media, radio listenership) and monitor advertising in Croatian media. Over the past years, MEDIApuls has become the market standard, used by almost all relevant marketing agencies and media in Croatia.
The project consists of:
• Media Module – various analyses of media consumption (readership and listenership)
• AdEx Module – reports on advertising expenditure (analyses by media, product categories, advertisers, brands, etc.)
Research on Media Consumption (Media Module)
• Data Collection Method – CATI (Computer-Assisted Telephone Interview), with 60% of the interviews conducted on mobile phones,
• Average duration of each interview – 11 minutes,
• Data collection (interviewing) dynamics - Daily, 360 days a year,
• Sample Size – 80 interviews per day, cca 28.800 per year,
• The project employs a team of 10 experienced and trained interviewers on a permanent basis,
• Sample Type – Stratified Sampling (by gender, age group, county, and level of education),
• Contains socio-demographic questions necessary for creating target groups needed for media planning and media analysis.
Monitoring Advertising in the Media (AdEx Module)
All advertising data is systematized into a unique database to enable users to analyze advertising across all media. Each ad is described with about 15 parameters to allow for the most diverse types of analyses (AdEx product categorization by Nielsen).
• TV (MEDIApuls uses TV advertising data from Nielsen, which is only available to Nielsen clients),
• Print (we monitor advertising in around 30 print media on the Croatian market),
• OOH (we cooperate with the most significant companies for OOH advertising),
• Internet (we independently monitor around 20 main websites),
• Radio (we monitor around 10 of the most relevant radio stations).
