European media preferences

Bob Burgoyne
TNS-RI

Europe is still far from culturally homogenous. Planning effective campaigns across European markets entails ensuring the medium aligns correctly with the brand's core essence

Despite political and economic integration within the European continent, cultural homogeneity is still a long way off. A recent TNS-Europe study that investigated the impact of different touchpoints in seven European countries shows that, in relation to advertising, cultural stereotypes do hold true. Assessing the results indicates some themes which planners should be conscious of when developing market-specific campaigns.

TNS’ study investigated the impact of 33 touchpoints on five different measures. To make a simple comparison of impact, we picked three key measures – recall, trust and usefulness – and compared the performance of each touchpoint against the average performance, known as indexing. This method reduces the impact of