Perspectives 2008 Mill Ward Brown

8/9/2019 Perspectives 2008 Mill Ward Brown

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Nigel HollisChief Global Analyst

Millward [email protected]

www.millwardbrown.comwww.mb-blog.com


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Brand Equity Map

Voltage

Presence

+

+

Market share 9%Share change +5%Volatility 1.1

Market share 15%Share change +3%Volatility 0.4

Market share 8%Share change -1%Volatility 0.6

Market share 3%Share change -4%Volatility 1.5

Source: Millward Brown analysis of third-party mar ket share data based on

369 cases.

Figure1


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Average Share Price,January 2006

Voltage

Presence

+

+

$3,280 $1,810

$1,230Not applicable

Benchm ark: A $1,000 investment in the S&P 500 Index, made in1998, wou ldhave yi elded a sh areholder return of $1,310 in 2005

Figure 2


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Sue ElmsExecutive Vice President,

Global Media PracticeMillward Brown

[email protected]

www.mb-blog.com


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Dede FitchGlobal Analyst

Millward Brown


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Gordon PincottChairman Global Solutions




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United Kingdom

Cars

64

15

%

53

39

14

4

Mobile Phones H ouseho ld CleaningProducts

United States

Car Insurance

64

16

58

48

1419

Vacation Destinations Digital Cameras

Personal Contacts Informal Online

%


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Clothes

10

8

6

4

2

Alcoholic Drinks Financial Services

Germany Great Br ita in F rance

Base: All adults. Data from TGI Europa 2007, copyright BMRB

%C

hampions,byCountry


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Gordon WynerExecutive Vice President,

North American Strategy,Millward Brown North America

[email protected]

www.mb-blog.com


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Graham Staplehurstenior Account Director

Millward Brown [email protected]



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Spontaneous communication

30 sec ad

%

15 sec ad

%

ey benefit 25

Base: Definiterecallers of ad (142)

30 sec &10 sec c/d

%

14

(130) (122)


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0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30


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+/-


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2003


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Brands with high momentum are more likely to grow year on year


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% of people who

definitely agree

48

47

45

45

44

41

40

39

38

35

Statement

Religion plays an important part in mylife

It is important to continue learning newthings throughout your life

I feel discomfort when I am in debt

It is important for me that the drinkingwater is healthy

I think it's important to have a lastingrelationship with one partner

It is important to respect traditionalcustoms and beliefs

It's important that my family thinks I'mdoing well

Everything in life has its price

I like my life to be well-organized

I buy Turkish goods as often as I can

98 (25*) 10.2 (2005) 21.1 6 63

70 (4.3*) 7 20** 3.2** 44

TV Computer Internet Broadband MobileOwnership Access Phone

Penetration(%)

Users (MM)


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ATV

Kanal D

Show TV

StarDigiturk

(satellite TVplatform)

Posta

Zaman

Hrriyet

SabahMilliyet

Tempo

Kapital

Atlas

ParaYeni Aktuel

Mynet

Yonja.com

E-kolay

MSN TurkeyGoogle Turkey

Television Newspaper Magazine Web sites

AwarenessIndex

Persuasion Enjoyment Involvement

CountryAverage 4 26% 3.67 5.23


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A/B

C+

C

D+

D

E

7.5

13.8

17.8

34.3

16.8

9.9

7,727

3,182

1,055

618

245

0

+

7,727

3,182

1,054

618

245

SEL (62% of total population) Min Max

% of households in citieswith population 50,000+

Range of monthlyfamily income in US $


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TV

Paid TV (homes)

Radio

Computer ownership(homes)

Internet access

Broadband (homes)

Mobile phones

Magazines

Newspaper

Penetration Users (MM)

86% national98% main 28 cities

26.2%

98%

20%

16%

3%

40%

32% (main cities)

31% (main cities)

91.3

4.9

104

5.0

17.0

0.7

42.0

% of people whodefinitely agree

65.1

63.5

60.4

56.4

55.6

54.7

54.5

53.6

52.9

52.1

Statement

If at first you do not succeed you mustkeep trying


You should seize opportunities in lifewhen they arise

I like spending most of my time homewith my family

It is important to be well informed aboutthings

I like to have a circle of close friendswho support me in hard times

I would like to set up my own businessone day

I worry about violence and crime

I think we should strive for equality for all

I think its important to have a lastingrelationship with one partner


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AwarenessIndex

PersuasionScore*

Enjoyment B rand ing Involve me nt

CountryAverage for TV(1000+ ads)

5 16% 3.79 3.83 4.68

Televisa

TV Azteca

Cablevisin(Paid TV)

Sky (Paid TV)

Grupo Radio Centro

Grupo Frmula

Grupo ACIR

Grupo Imagen

NRM Comunicaciones

Televisa Radio

El Universal

Reforma

El Norte

Ovaciones

La Jornada

Editorial Televisa

Reader's Digest

Notmusa

Impresiones Aereas

Expansin

Television Radio Newspaper Magazines


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Penetration

Users (MM)

TV Computer Internet Broadband MobileOwnership Access

59

33*

2

4

12

30

8

18

0.3

Negligible

% of people who

definitely agree

35.8

35.3

28.8

28.8

28.2

27.8

26.1

24.7

24.6

24.5

Statement

Friendship is the most important to me

Investment in childrens educationshould be one of the key expendituresof the family

Nowadays men and women have thesame opportunities at work

A happy marriage is the greatest wealth

I like a regulated (patterned) life

When I am selecting products I alwaysconsider the price first

I believe in sacrificing myself for thegreater good

The environment should be protected,even if it is at the cost of the industrialand economic development

Getting a grasp on technology is the keyto future success

Spending wisely is the best way toincrease my wealth

RCTI

SCTV

Trans TV

TPI

Indosiar

Kompas

Pos Kota

Media Indonesia

Seputar Indonesia

Republika

Tempo

Gadis

Femina

Gatra

Yahoo

Google

Detik

Liputan6

Bubu

Television Newspaper Magazines Web sites


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Country

Average

AwarenessIndex


4 49 47 5.48

TV68.7%

Print24.7% Outdoor

2.8%

% Share of Media

Radio2.2%

Internet

1.6%


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% of people whodefinitely agree

92.1

90.9

90.4

87.8

86.9

86.4

84.6

84.4

84.2

81.1

Statement


If at first you do not succeed, you mustkeep trying

You should seize opportunities in lifewhen they arise

I like to have a circle of close friendswho support me in hard times

It is important to be well informed aboutthings

my peers

I worry about violence and crime

I like spending most of my t ime at homewith my family

I think we should strive for equality for all

I think its important to have a lastingrelationship with one partner

Its important to me to be recognized by

Penetration %

Users (MM)

TV Computer Internet Broadband MobileOwnersh ip Acces s

99

39.5

35

14.0

78

31

24.8

10.0*

13.9

5.5*

Open TV25%

Newspapers6.4%

Cable TV5.2%

Magazines4.6%

Radio14.8%

OOH44%


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Clarin

La Nacin

V. del Interior

Ole

Diario Popular

Noticias

Gente

Caras

Cronista

Revista Viva !

Telefe Canal 11

Canal 13

Canal 9

AmericaCanal 2

Canal 7

www.deremate.com.ar

www.clarin.com.ar

www.masoportunidades.com.ar

www.lanacion.com.ar

www.hotmail.com

Television Newspaper Magazines Web sites

CountryAverage

AwarenessIndex


5 26 3.79 4.2


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Consumer Perceptions of Advertising

Formats Vary


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Gaming Sites May Be a Good Platform for CPG

Brands to Persuade Women Ages 45+


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Media Work Best Together, Playing Different

Roles in Driving the Consumer Purchase Process


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Concentrated Online Ad Exposures Enhance

the Impact on Purchase Intent


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Source: Dynamic Logics MarketNorms through Q1/2007

Note 1: All Ads Seen In 1 Day N=2,611 campaigns, n=2,474,149 respondents;

Ads Seen In More Than 1 Day N=2,471 campaigns, n=2,410,737 respondents

Note 2: All Ads Seen In 1 Day includes media purchased as fixed roadblocks

as well as that running in rotated placements


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Perspectives 2008 Mill Ward Brown

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