Media Ad-hoc

Specialized research for mass media

TNS Russia conducts large number of specialized surveys to assist mass media (TV channels, radio stations, print editions, and web-sites) in solving specific business issues.

Unlike general media syndicated projects ad-hoc projects provide our clients with more detailed analysis of the market: audience preferencies, concept testing, advertising campaign efficiency testing, etc. Thus, media ad-hoc can help when basic basic projects like TV Index, TV Index Plus, NRS, Radio Index and Marketing Index do not cover in-depth information required.

Highly-skilled team of professionals works on finding special business solutions within the framework of media ad-hoc projects. In addition to information gained from our basic projects, they have rich experience in non-standard research. They resort to the whole complex of data collection methods — telephone and personal interviewing, focus groups, auditorium and dial tests and our unique research technologies.

Press

A print edition may require customized research when:

• it is necessary to forecast readers’ reaction to launch of a new edition or reformation of an existing one;
• it is necessary to find out readers’ attitude towards content and design of an issue;
• it is necessary to describe image of a print edition (the way readers see it);
• it is necessary to evaluate advertising effectiveness of the print edition.

Radio

Special projects can be useful for radio stations when they require:

• musical content testing;
• non-musical content analising (DJs, station breaks, programmes, news, etc.);
• image survye (the way listeners perceive radio station);
• advertising effectiveness evaluation.

TV

Usually special research projects are necessary in following cases:

• choosing time interval for a new programme;
• choosing programme for a given time interval;
• product perception analysis (programme, moderator, channel design);
• image studies of a channel or a programme.

Listed above tasks are usually executed by means of testing: audience is offered to evaluate a programme or its elements (moderator, actors, appearance, etc.)