Report looks at wider view of media brands

Agencies and clients are being given new insights into more than 10,000 consumers' perceptions of all media brands in new research out this week.

MediaDNA's findings, across more than 170 media brands, are aimed at planners and clients attempting to match their brands with media brands based on the values attached by consumers.

Millward Brown conducted 11,200 interviews on behalf of the MediaDNA consortium members BSkyB, Capital Radio, IPC Media, News International, Yahoo! and ZenithOptimedia.

The MediaDNA research, developed as a media-neutral planning tool, shows that TV brands such as The X Files, The West Wing, The Simpsons and Sky Sports are seen by consumers as the most innovative in media. Just one non-TV brand, the Friends Reunited website, appears in the top ten of most innovative media brands.

However, other media emerge on top in other categories. For instance, magazines are shown to be most associated by consumers with the concept of glamour. Vogue, Elle, Hello! and OK! came out top in this category, all ahead of Glamour magazine itself.

Newspaper brands score well, having the strongest identities and being seen as conscientious, intellectual and stable. The Financial Times heads the list of brands seen as intellectual and conscientious.

However, five TV series, including The X Files and The West Wing, are seen as among the most intellectual media properties.

Radio brands score highly in lifting the mood of listeners, while weekly magazines are seen as the most practical brands.

Vogue is identified as the most trend-setting media brand. The three brands that consumers would be "most lost without" were The Sun's TV magazine, Sky Sports and What's On TV.

Frank Harrison, the strategic resources director at ZenithOptimedia, said: "From the planning and client point of view, there is a lot talked about media neutrality, but if you don't have the data to help then you're talking into the air. This research is almost on its own in providing an apples-to-apples comparison across media."