o 2012 edition

o Widely recognised as the industry standard consumer research study on the European media landscape

o Includes historical data back to 2003

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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The total media picture

The total media picture

Online deep diveOnline deep dive

+

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Italy

Russia

SpainPortugal

France

Turkey

Poland

Belgium

UK

Switzerland

Denmark

Sweden

Norway

Germany

Netherlands

Finland

Ukraine

Bulgaria

Romania

Hungary

Ireland

Greece

Croatia

Slovenia

SerbiaAustria

Slovakia

CzechRepublic2012

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Changing media use – TV, Radio, Newspapers, Magazines; InternetoTime spent; Frequency of use; Times of day used

Media multi-taskingoThe development of traditional and new media multi-tasking; Relationship between content consumption on TV and Internet

Online connectivity oInternet use via PC/laptop, mobile/smartphone, tablet, games console; Broadband and wireless penetration

Our relationship with the internetoOnline activities including video consumption and social media; Websites visited; Online subscription services

Mediascope Europe

Content

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

ContentFocus on mobileoMobile and smartphone ownership; Mobile internet activities performed by device

The evolution of e-commerceoProducts/services researched online, bought online and researched online but bought offline; Impact of online research on brand choice; Number of online purchases and amount of money spend on purchases; Percentage of shopping bought online; The online and offline shopping responsibilities of today’s shoppers

Digital Consumers and brandingoWhat people can do more of as a result of the internet; How people connect with brands online

Advancing technologiesoTechnology in household including the adoption of connected TVs

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

BenefitsoMediascope Europe has made a major contribution to the understanding of changing media consumption patterns, the evolving consumer and e-commerce trends

oMediascope Europe is unique in identifying changing media consumption patterns at total population level in online, radio, TV, mobile, newspapers and magazines and doing a deep dive into digital media consumption and e-commerce – all across multiple markets

oThrough the detailed questionnaire the evolution of media multi-tasking and emerging and evolving online media including internet use via mobiles, tablets and game consoles. Video consumption, social media and e-commerce are investigated in depth to give a rounded picture of the interactive consumer

oData from the study can be interrogated by market, demographic or media user group allowing deeper understanding of target groups

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

MethodologyAn Omnibus + Online methodology will be used across all countries totalling 28,500 online interviews and 22,200 omnibus interviews

oA quota of at least 1000 interviews will be applied to each market for the online fieldwork and a quota of 500 – 3000 applied to the omnibus study dependent on market sizeoAn omnibus study is completed to get answers to 5 key metric questions looking at internet, radio, TV, mobile, newspapers and magazines use and the omnibus methodology is a mix of CATI and face-to-face interviews, depending on what is most appropriate for the marketoOnline fieldwork is conducted to deep dive into the online behaviours of internet users - including video consumption, social media and e-commerce

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Sponsors*

Mediascope Europe 2012 is supported by many leading media companies, local IABs

and other trade associations

* The study is produced with the support of members and non-members of IAB Europe and in the case of non-members this does not imply any relationship with IAB Europe other than that of Mediascope Europe sponsor

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Pan-European Sponsors

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Austria

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Belgium

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Bulgaria

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Croatia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Czech Republic

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Denmark

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Finland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – France

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Germany

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Greece

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Hungary

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Ireland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Italy

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Poland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Portugal

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Romania

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Russia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Serbia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Slovakia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors - Slovenia

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Spain

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – Switzerland

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Corporate Sponsors - Turkey

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Corporate Sponsors - Ukraine

The European Trade Association of the digital and interactive marketing industry representing the National associations and Corporate members

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Mediascope Europe

Local Sponsors – United Kingdom