How do different audiences consume media differently?
It is well known that different demographic groups have different media preferences and respond to media in different ways. Conventional media usage studies set out to learn how various segments in an advertisers market prefer to use media and how they may best be reached. Due to the length and cost of these studies, they are infrequent, and either broadly syndicated, so they lack necessary precision to answer a certain client's problem. Or, if self-funded, the study may be too small for reliability or sub-segment analysis.
AMC's panel is the largest of its kind in China, enabling clients to specify a much wider variety of sub-segments, not just in terms of demographics, but also psychographics, lifestyle and category / brand usage.
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