MediaZ tool helps planners assess brand personality

WPP agency Mediaedge:cia has launched a new planning tool that measures individual consumers' engagement levels in relation to more than 180 media brands, such as Facebook, ITV and The Guardian.

The proprietary tool, MediaZ, developed by MEC MediaLab, part of Mediaedge:cia UK, in conjunction with research firm Millward Brown, assesses consumers' awareness of, passion towards and engagement with more than 180 UK media properties across press, TV, outdoor, cinema, radio and digital. It was conducted among 4,000 adults between January and March.

The tool is a follow-up to BrandZ, the WPP research planning tool that gauges 42 character traits of different brands. It is designed to help planners choose appropriate media partners and identify the most engaging elements of brands.

MEC claims that the tool takes account of up to 80% of all advertising expenditure across TV, press, radio, outdoor, cinema and online. For each brand, MediaZ can generate a personality profile that shows 42 characteristics and values associated with it, and how that compares with the average across the brand's competitors. The tool also produces a "Vitality Index", a score based on a brand's likelihood of converting people from a simple general awareness of it into love of it and brand advocacy (see tables).

The first wave of findings from MediaZ, released this week, show that social networking brands remain the most popular. Among the top 10 most talked-about media channels, Facebook and Bebo were the highest-ranked. TV shows Lost, How to Look Good Naked and Doctor Who were also in the top 10.

Google, Sky Sports News and Freeview were among media brands posting high vitality scores. They courted high levels of awareness and were thought to be capable of easily converting people into brand advocates.

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