EMS & EMS Select 2006
On June 13, 2006, the results of EMS and EMS Select 2006 - the European Media & Marketing Survey - were presented by Interview-NSS in London. This largest European survey on media usage and reach (300 print titles and 150 television channels) has been carried out in 16 countries (excl. Poland). The results presented were derived from EMS Regular (the top 20% of European households) as well as EMS Select (the top 3%). This year, for the first time ever, both EMS databases have been integrated into one single database, available to all clients.
In addition to the results, the new EMS strategy was explained on June 13. The main change is a partial migration to online data collection. Practice shows that Internet will increasingly be the medium to reach our respondents in the future. As an additional advantage, online data collection allows for more flexible questionnaires, as it is easier and faster to change and add questions. In the second wave of this year, we will start replacing the postal part of the survey with an online version. It goes without saying that the respondents are free to choose whether they complete the questionnaire online or on paper. This change will provide Interview-NSS with greater insight as to how respondents react to this new approach. For the same purpose an online test, in which EMS respondents will be asked other than the usual EMS questions, will be carried out in a number of countries. These respondents are asked to keep a diary of their daily activities.
After the presentation, a panel discussion among experts took place; their expectations regarding the way in which media consumption will develop in the next 5 years, and the implications of these developments for measuring methods and EMS were discussed. Panel participants were Andrew Sibley (Cisco Systems), Nick Hiddleston (ZenithOptimedia), Nick Mawditt (CNBC Europe), Liz Workman (The Workman Partnership) and Reinier Schaper (Interview-NSS). For more information on EMS & EMS-select, please contact Reinier Schaper (