Publisuisse launches Mediacompass planning tool
At today's Mediavision event, Publisuisse is launching a new planning tool. Mediacompass is a new cross-media tool for strategic media planning.
The new Mediacompass planning tool is based on the "Media Consumption Study". This online survey is conducted annually in spring and fall by the market research institute GfK Switzerland. A total of around 3,300 people between the ages of 15 and 74 are surveyed about their consumer behavior and their media use from the previous day every day for 14 days.
The survey covered 32 TV stations with 11 genres each, 61 radio stations with 12 genres each, 39 daily and 7 Sunday newspapers with 18 genres, 3 free and 28 weekly newspapers, 46 magazines, 7 financial titles, 69 websites and the teletext of 32 stations with 10 genres each.
Media consumption is linked to questions on leisure activities, household, socio-demographics, rental situation, education, employment situation, interests, price sensitivity, attitude towards ecology and sustainability and many specific consumption issues. According to a Publisuisse press release, the planning aid is intended to provide a uniform and therefore comparable usage value across all media.
