The objective
of t h is Da t as he et is t o pr o vid e an o v er vi ew of t he tr e nd s i n c on s um er s ’ r e lat io n shi ps wit h
m ar k et in g c o m mu n ic at ion s . It r e pr es en t s th e t op lev e l of inf or m at io n w h ic h i s pr o v ide d b y
T h e B r it is h M ar k et ing S ur ve y.
T hr ee le v e ls o f i nf or m at ion ar e a va il ab le:

1) B en c h ma r k In di ces an d Lea g ue T ab le s ( t h is do c u me nt ) pr o v id e s tr en d ed da ta f or t he
o ver al l r e s pon s e, r ece i pt , f ut ur e in te nt io n to re sp o nd an d a c c e pt an c e of an y
m ar k et in g c h an n e l. F r ee

2) De ta il ed Tr e nd s is a d at as he et s et t in g out t h e tr e nd s fo r eac h o n e of t h e 16 in di v id u al
m ar k et in g c h an n e ls in bo t h ind ex ed a nd s tr aigh t f or m a t s. A v a il ab le a s a d ow n lo a d
fr o m w w w .the bp s. c o. u k /r epor t s Pr ic e £ 25 plu s V A T ( r ef un dab l e ag a in st t he
pur c ha s e pr i ce of t he f u ll y a na l ys ab le d at a)

3) F u ll y an a l ys a bl e dat a. T he da t ash e et s ab o ve ar e e xtr ac t s fr om Th e Br it i s h M ark et i ng
S ur ve y. Th e c o m ple te dat ab as e i s a v aila ble in a f ul l y a n a l ys a bl e f or m at com pl et e
w it h:

• In d iv idu al lev e l dat a o n Res p ons e , Re c e ipt, A c c ep ta nc e a nd I n te nt ion t o R esp o nd
to 1 6 in d ivid ua l mar k e tin g c han n el s ( plu s an y r e c en t a d d it ion s) .
• In d iv idu al lev e l dat a o n r e c eip t a nd a c c e pt an ce of m ar k et ing c om mu ni c at ion s fr om
21 diff er ent i n du s tr y s e ct or s .
• In d iv idu al lev e l dat a o n int e nt i on t o p ur c ha s e fr o m 1 9 i n di vid ual in dus tr y s e c tor s .
• In d iv idu al lev e l dat a o n lik el ih oo d o f im pr o v e me nt or w or sen ing o f per s o n al
fi n an c ia l c ir c u m st a nce s.
• Co m pr e hen s iv e d em og r aph i c in for m at ion – 6 9 q ue s t io n s a nd o ver 370 r e s pon s e
c at e gor i es i n c lu di ng inf or m at i on on in te rn et a c ce s s an d u s e, dur a bl es ow n ed,
new s pa p er s r e ad , m a in s u per m ar k et s us e d e tc .

T he da t a i s pr ov ide d w it h in our ow n s o ftw ar e w h ich a ll ow s a n al ys is b y a n y v ar i able a n d t he
bu ild in g o f c o mp le x f il t er s to dr il l d ow n t o t ar ge t s egm ent s . C har t s an d t ab le s c an b e e asi l y
e xp or te d t o P ower P oin t, E x c el, W or d et c .
F ul l de t ails an d a f r ee dow nlo ad of t he en t ir e 2 008 d ata ca n be f ou nd at w w w .the bp s. c o. u k .
T he up t o dat e d at a ( c om p let e w it h a ll ba ck da t a) c an be dow n lo aded at a pr i c e o f £ 250
( le s s £2 5 if t he da ta s h ee t h a s b ee n p ur c ha s ed) .

This headline report is split into tw o sections:

1. The Benchmark Indices – Indexed trend charts show ing the movement in
the number of people w ho:

a) Re s p on d ed t o o n e or m or e m ar k et in g c ha n ne l ‘dur i ng th e la st f ew w eek s ’
b) Re c e ive d m ar k et i ng f r om on e or m or e c h an n e ls ‘dur in g th e l as t f e w week s ’
c) W illi ng to r e spo nd t o one or m or e o f t he c han ne ls in t h e fu tu re
d) F ind on e or mor e o f th e c h an n els a c ce pt a b le f or r ec e iv in g m ark et ing inf or ma t io n

2. League Tables – The percentage of the population w ho:

a) Ha v e r es p on ded t o ea c h c h an n el ‘d ur ing t he l as t f ew we ek s ’
b) Ha v e r ec e ive d m ar k et ing fr om ea ch c han ne l ‘dur in g t h e l as t f ew we ek s ’
c) A r e w il li ng t o r e s pon d to ea c h c h an n el in t h e f ut ur e
d) F ind ea c h c h ann e l a c c ept ab le fo r r ece iv i n g m ar k et in g inf or m at ion


Section 1 – The Benchmark Indices
Marketing Responsivity Index
Ba s e - r e s p on s e s t o t he qu e st io n
“ Ha v e y ou r e s po n d ed t o, r e que s t ed in f or m at ion fr o m , or m ad e p ur c ha s es as a r e sul t of , a n y of
th e s e in th e la st f e w w ee k s ? ”

Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , I ha v e” t o one or m ore of t h e 17
c om m uni c ati o n c h an ne ls c o ver ed,

M ea su re s - th e d egr e e of c ur r e nt po p ula t io n ‘e ng a gem ent ’ in s o m e w a y w it h m ar k et in g
c om m uni c ati o n.

L at est - in A pr il 201 0 t he I nd ex s t oo d a t 89. 5, a g ain s t th e b a s e of 10 0 a t M a y 200 8.

Source - BMS
MARKETING RESPONSIVITY INDEX Mar 08 - Apr 10.
to April 2010 26,020 respondents
100

95

90

85

80

75

70
May

May
Mar

Mar
Jun

Oct

Jan

Jun

Oct

Jan
Nov

Dec

Nov

Dec
Jul

Aug

Sep

Feb

Jul

Aug

Sep

Feb
Apr

Apr
T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e re c e nt l y r e spo n ded
to m ar k et in g. I t i s b as ed on a t hr e e m o nth r o ll in g a ve r ag e c o mm e n c in g w it h d at a c a pt ur ed in M ar c h
20 0 8.
T h e tr e n d c lear l y de m on s tr at es the e ff e ct of t he eco n om ic d ow nt ur n a nd illu st r a te s t h e e xt e nt t o
w hic h th e o v er a ll r esp ons i v e ne s s o f t he po p u la t io n ha s r e c o ver e d. Th e Apr il 2 0 10 ind e x st a n ds at
89 . 5 me a ning t ha t t he nu m be r of pe op le w ho ha v e r e s p on d ed t o m ar k eting in t h e t hr ee m o nt h s t o
A pr il is 8 9. 5 % o f t he equ iv a le n t M a y 200 8 le v e l. A t t he low po in t of i n S ept e mb er 20 09 t he i nd e x
st o o d at 72 .4 m e a nin g t ha t l es s t ha n t hr ee q uar t er s of t h e n um b er of pe opl e w er e r esp o n ding t o
m ar k et in g t ha n a t th e beg i nn ing of 2 008 - b efor e t h e p hr as e ‘C re d it Cr un c h’ b ec am e p art of t he
v o ca b ular y.
T h e b ig q u est io n t o p o nder a t th is p o int is –
w ill we s e e th e s a m e c yc l ic a l p a tt er n of t h e la st co u ple of yea r s, or ar e w e abo ut t o w it n e s s
a s e a- ch a nge f o ll owi ng th e e le ct ion w hi c h w ill k nock it o ut of t he u s ual c yc le ?

W hils t lo ok in g at t he o v er al l r e s pon s e t o m ar k eti ng i s us ef u l i n un c o ver i n g t he g ener al c o nt ext of
th e m ar k et , th e r e a l v a lue li e s in u nder s t an d ing t h e t re n d s for ea c h in di vid ual ch an ne l. T hi s
i nf or ma t ion i s con ta in ed in t h e ful l d at a M ar k eti ng C h ann e l Tr en d s R ep or t a vai la ble a t
w w w .the bp s . co . uk /r ep or t s


Marketing Receipt Index
“ W h ich o f t he f ol lo w in g t yp es o f m ar ke t in g h ave y ou se en, o r r ece iv ed , d ur in g t he la s t f e w we ek s ? ”

Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , I ha v e se en, or r ece i v ed” to one
or m or e of t he 17 c om mu n ic at ion c han nel s c o ver e d,

M ea su re s – t h e d egr e e t o w h ic h th e p op u lat ion hav e r e c ent l y bee n in r e c ei pt of a n y ma r k et ing

L at est - in A pr il 201 0 t he I nd ex s t oo d a t 101 .6 , a ga i nst t he ba s e o f 1 0 0 at M a y 20 08 .

Source - BMS
MARKETING RECEIPT INDEX Mar 08 - Apr 10.
110

105

100
May

May
Mar

Mar
Jun

Jan

Jun

Jan
Oct

Oct
Nov

Dec

Nov

Dec
Jul

Jul
Aug

Sep

Feb

Aug

Sep

Feb
Apr

Apr
T h is ind e x m e as ur e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e re c e nt l y r e cei v ed
m ar k et in g c o m mu n ic at ion fr o m o ne o r mo r e c han nel s . It i s bas e d on a t hr e e m ont h r o lling a v er ag e
c om m en ci ng w it h d at a c apt ur ed i n Ma r ch 2 0 08 .

T h is ind e x do e s n ot m eas ur e th e vo l um e o f m ar k et ing r e c ei ved b u t t h e num b er of pe o p le w ho r e ca ll
ha v in g r ec eiv e d it. I n t hi s w a y it i s no t n e ce s s ar i l y a m ea s ur e of m ar k et in g ac t i v it y b ut m or e a
m ea s ur e of t he ef fe c t or im pa c t th a t th is a c t iv it y h as ha d.

T h e d if fer e n ce in t h e s ha p e of t h e ind e x fr om 20 08 t o 200 9 gi v es an i nd ic at i on of h ow m u c h of a
c on tr ast t her e w as in t he m ark e ti ng e n vir o nm en t o v e r the p er iod. W ha t t he in d ex do e s not t e ll yo u
i s t he c ha nge i n t he m ak e up of t he m ar k et in g ac t iv it y that i s r ec a lled. It is d e sig ned t o pr ov id e t he
‘w ho le m ar k et ’ be n c hm ar k ag a in st w hi ch t he d egr e e to w hi c h in cr ea s e s or de c li ne s in t he im p ac t of
i nd i v idua l c han ne l s c an b e jud ged a nd c o nt ext ua li se d.

T h e fu l l M ar k et ing C ha nne l Tr e nd s Re p or t pr o v id es tr en d s f or ea ch in d ivid ua l ch a nne l so th at t h e
c ha n ge in t h e m ak e up o f c h ann el r e ce ipt and r e c ogn it io n c an be und er s to o d. F or th os e w ho w ish
to u n der s t an d w ho is r e ce iv ing and r e c ogn is i ng r e ce ipt of e ac h c ha nn e l a nd how th e y ar e c h ang ing ,
th e f ull da ta p r ov i des a c o mp let e d em ogr aph i c pi ct u r e.


Marketing Future Responsivity Index
“ Lo ok i ng ag ain at t he l ist , w ou ld y o u be pr ep ar ed t o r e s po n d to, re qu es t inf or m at io n f r o m, or m ak e
pur c ha s e s f r o m, an y of t he s e in th e f ut ure ? ”

Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s I a m pr ep ar e d t o” f or o n e or m or e
of t h e 17 c om m uni c at ion c ha n ne ls cov er ed,

M ea su re s - t he d egr e e to wh ic h th e p op u lat ion ar e cu r r e ntl y d is p os ed t o r es p on d i n som e wa y t o
an y m ar k e tin g c om m u ni ca t io n.

L at est - in A pr il 201 0 t he I nd ex s t oo d a t 94. 3, a g ain s t th e b a s e of 10 0 a t M a y 200 8.

Source - BMS
MARKETING FUTURE RESPONSIVITY INDEX
Mar 08 - Apr 10.
105

100

95

90

85
May

May
Mar

Mar
Jun

Jan

Jun

Jan
Oct

Oct
Nov

Dec

Nov

Dec
Jul

Jul
Aug

Sep

Feb

Aug

Sep

Feb
Apr

Apr
T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho ha v e not ne c es s ar il y
r e ce ntl y r e spo nde d t o ma r k et in g c om mu ni c at ion fr o m one o r mo re c ha nne ls b u t w o ul d in t he f utur e.
It is b a s ed on a thr e e mo n th r oll ing av er a ge c om m en ci ng w it h d at a c apt ur ed i n Ma r ch 2 0 08 .

A s c an b e s een f ut ur e r e sp on s e s how s a d e gr ee of cor r e lat ion w ith a ct u al r esp o n se, a l be it at a
ge n er all y hi gher le v e l. A ga in t h e c h an g e in t he ind i v id ua l c han nel s an d th e pr of il e of t he i nd iv i dua ls
w ho w ill r es po nd t o e a c h c han n el pro v id e s a fa s c ina t in g in s ight int o t he c ha n gi ng c h ann e l
l an d s c ape w hic h is em er g in g.


Marketing Acceptability Index
“ W h ich o f t he f ol lo w in g t yp es o f m ar ke t in g d o y ou r egar d as ‘a c c ept a ble t o r ec e ive ’? ”

Ca lc ul at i on - t h e tot al n um ber o f r es po n de n t s w ho an sw er “ Ye s , it is a c c ep t ab l e to r e ce iv e” one o r
m or e o f t he 17 co m m un ica t ion c h ann e ls c o v er ed ,

M ea su re s - t he d egr e e to wh ic h th e p op u lat ion c ur re n tl y f in d it a c c ept ab le to r ec ei v e a n y m ar k et ing

L at est - in A pr il 201 0 t he I nd ex s t oo d a t 104 .2 , a gai nst t he ba s e o f 1 0 0 at M a y 20 08 .

Source - BMS
MARKETING ACCEPTABILITY INDEX Mar 08 - Apr 10.
115

110

105

100
May

May
Mar

Mar
Jun

Oct

Jan

Jun

Oct

Jan
Nov

Dec

Nov

Dec
Jul

Jul
Aug

Sep

Feb

Aug

Sep

Feb
Apr

Apr
T h is ind e x m e asu r e s t he c ha n ge s in t he p er c en t age o f th e pop u lat ion w ho fi nd i t a c cep ta b le t o
r e ce iv e m ar k et ing c om mu ni c at ions fr o m one or m ore c ha nne ls . I t is b a s ed o n a t hr ee mo n th ro l ling
a ver ag e c om m e n cin g w it h dat a c ap t ure d in Ma r ch 2 008 .

A r gu a bl y, A c c e pt ab il it y i s t h e m o st in ter es ti ng m ea s ur e of a co n s um e r’ s r el at io ns hi p w it h a
c om m uni c ati o n c h an ne l.

It is int er e s t in g t o not e th a t t h e o v er al l t r e n d in ac c ep ta bi lit y h as be e n s l igh t l y up ov er t he per i od .
T h is w o ul d s eem t o r e inf or c e the v i ew pu t f or war d b y s om e qua lit at i v e s tu di es w h ic h s u gge st t hat
at t i me s of u nc er t a in t y p eop le d o w ant t o r e c ei ve in fo rm at io n. The inde x a ls o d em o ns tr at e s t he
po s it i ve eff e c t on t h e over a ll le v el of ac c e pt abi li t y o f t he em er ge nc e of s om e o f th e new er
( a c ce pta b le) c han n els . H ow lo n g t hi s w ill la st r e m a in s t o b e s een a s c ha nn el s s u c h a s e m a il , w hic h
ha s grow n s ign ifi c ant l y ov e r t he la s t tw o ye a r s , be c o m e mo r e sa t ur at ed an d, to a c er t a in e xt ent ,
ab u s ed b y la ck of t ar get i ng , r e le va nc e a nd a f a ilur e to giv e d u e r e c ogn it io n to ac c e pt a bilit y.

A s it b e com es har d er an d h ar der t o m e a sur e r e s pon s e an d at tr ib ut e it t o a n y par t ic u l ar c ha nne l it is
e ve n m or e i m por ta n t t o u nd er st a nd w h ic h c h an n e ls pe o p le f i nd a c c ept ab le a nd, t her ef or e , ar e mor e
l ik el y t o b e af f ec t ed b y. I f a ch a nn e l i s a c c ept a ble t o an i nd iv i dua l t he n it is m or e lik e l y t o s t im u l at e
an a ct ion w het he r t hi s is t o s e ar c h f or m or e inf or ma t io n, s eek o u t adv i c e or r e v iew s , or go t o a s it e
s u ch a s A ma zo n and b u y i t. A l l o f th e s e a ct i on s ar e po s it ive bu t v er y d if f i c ult t o tr a ck , s o
un d er st a ndi ng w h ic h c ha nne ls a r e m o s t a c cept a ble t o a t ar g e t gr ou p be co m e s e v en m or e
i mp or ta nt . E q ua ll y u n d er st a ndi ng th e c h an n e ls w hic h a t ar ge t gr ou p d o no t f ind a c c e pt ab le c an no t
on l y s a v e w as t ed c o m m un ic at i on s pe nd, b ut al so r ed u c e the p ot e nt i al f or br a nd da m ag e.

T h e de t ails of t he tr e nd s for ea c h i nd i vid ua l c ha n n el ar e co n tai ne d in t he f u ll M ar k et ing Ch a nn e l
Tr end s R e po r t , an d d e mo gr a ph ic pr ofi le s c a n be a nal ys ed b y d own loa d ing t he fu ll d at a.


SECTION 2 - Actual Percentage League Tables. April 2010.
Th i s s ect io n i s NO T b ase d o n t h e Ind ex n u mb er s, b u t o n th e act u al p er c en t ag es o f t he
p op ul at ion in ea ch c ase . T he y a re b a se d o n t h e t h re e mon t h s t o Ap r il 2 0 10, an d h el p t o p ut
t h e I nd i ce s int o p e rsp ect i ve .
.

Source - BMS
Feb 10 - Apr 10.
RECEIVED 2,980 respondents
RESPONDED

LEAFLETS - DOOR LEAFLETS - DOOR
LEAFLETS - PAPERS / MAGS TV
TV NEWSPAPER / MAGAZINE ADVERTS
MAIL - HOUSEHOLDER EMAIL (NET)
NEWSPAPER / MAGAZINE ADVERTS INTERNET
MAIL BY NAME - CO'S DEALT WITH LEAFLETS - PAPERS / MAGS
MAIL BY NAME - CO'S NOT DEALT WITH MAIL BY NAME - CO'S DEALT WITH
POSTERS CUSTOMER 'MAGAZINES'
INTERNET MAIL - HOUSEHOLDER
TELEPHONE MAIL BY NAME - CO'S NOT DEALT WITH
EMAIL (NET) RADIO
RADIO LEAFLETS/SAMPLES - SHOPS
CUSTOMER 'MAGAZINES' POSTERS
LEAFLETS/SAMPLES - STREET SMS
LEAFLETS/SAMPLES - SHOPS TELEPHONE

Source - BMS SMS LEAFLETS/SAMPLES - STREET
Feb 10 - Apr 10.
2,980 respondents 0 10 20 30 40 50 60 70 80 90 100 0 1 2 3 4 5 6 7 8 9 10

FUTURE RESPONSES ACCEPTABILITY

TV TV
NEWSPAPER / MAGAZINE ADVERTS NEWSPAPER / MAGAZINE ADVERTS
LEAFLETS - DOOR POSTERS
EMAIL (NET) RADIO
MAIL BY NAME - CO'S DEALT WITH LEAFLETS - DOOR
INTERNET LEAFLETS - PAPERS / MAGS
RADIO MAIL BY NAME - CO'S DEALT WITH
CUSTOMER 'MAGAZINES' INTERNET
LEAFLETS - PAPERS / MAGS CUSTOMER 'MAGAZINES'
POSTERS EMAIL (NET)
LEAFLETS/SAMPLES - SHOPS LEAFLETS/SAMPLES - SHOPS
LEAFLETS/SAMPLES - STREET LEAFLETS/SAMPLES - STREET
MAIL BY NAME - CO'S NOT DEALT WITH MAIL - HOUSEHOLDER
MAIL - HOUSEHOLDER MAIL BY NAME - CO'S NOT DEALT WITH
SMS SMS

Source - BMS TELEPHONE Source - BMS TELEPHONE
Feb 10 - Apr 10. Feb 10 - Apr 10.
2,980 respondents 0 2 4 6 8 10 12 14 16 18 20 2,980 respondents 0 5 10 15 20 25 30 35 40 45 50

T he se c har t s s how , i n ab s ol ut e t e r m s, t he p e r ce nt a g e of t he p op ula t io n ( 1 5+ ) w ho ha ve r e ce iv e d ;
r e sp o nd e d t o; a r e l i ke l y t o r es po n d t o; a nd f i nd it a c ce p t a b l e t o r e c e iv e , ma r ke t i ng v ia e a c h
i nd i vi d ua l c ha n ne l.

B y c om p a r i n g t he se ‘h i e r a r c hi e s ’ i t i s p os s ib l e t o ga i n a n und e r st a nd i ng of w h ic h c ha n ne l s a r e
s how i n g sig n s of b e i ng o ve r a nd u nd e r u se d . F or e xam p le if a cha nne l i s hi g he r i n t e rm s of r e ce ip t
t ha n r e s p o ns e , f ut ure r e sp o ns e a nd a c c e p ta n ce t he n it s h ou ld pr o v ok e f ur t he r i n ve st i g a t i on a s t o
w he t he r , f or a g i ve n t a r g e t m a r ke t , t ha t c ha nne l i s a p p r opr i at e , a n d m a y s ug g e st t e s t i n g a
d if f e r e nt c ha n ne l m ix. A ga i n a c c e p t a b ili t y i s a ke y e le me nt , i f a t a r g et se g me nt s co r e s l o w i n
a c c e pt a b i li t y of a cha nne l, l ow i n r e sp o ns e a nd l ow i n fu t u re r e s p o ns e t he n u se of t ha t c ha nn e l
c ou ld b e ca us i ng b r a nd d a ma g e t ha t a b r a nd t r a c ki ng s t ud y ( w i t h i t’ s l ow sa m p le s ize ) w ou ld n ev e r
p i c k up .


Afterthoughts - and then there was an Election………

W it h a l l f our ma in In di c es tur n ing dow nw ard s o v er t he las t c oup le of m o nt h s, t h er e is a b ig qu es t io n
to b e p ond er ed –
‘ I s th is t he s tar t o f th e c yc lic a l dow n ph a se s ee n in t he pa s t c o up le of year s ? ’

If on e w a s a de d ica t ed ‘ c h ar t i s t’ it w ou ld b e s ign i fi c ant t o n ot e t ha t t he ma in Re s p on siv i t y I nd ex
ha s peak ed t hi s ye ar i n F e br uar y ( 93 .3 ) , e x act l y a s it pe ak ed in F ebr u ar y ( 9 5 .0) las t yea r . T he
w or r y w ou ld h a v e to b e th a t la st ye ar t he d o wntur n in to Mar c h w a s j us t t he s t ar t o f a s e v en mo nt h
l on g d ec lin e in t he in de x fr o m t hat p e ak of 9 5. 0 in Fe br ua r y r igh t d ow n t o 72 . 4 i n S ept em ber .

It is p o s s ib le t h at t he po li tic a l a nd eco n om ic i nf l u en c e s t h is s pr in g w ill cr eat e a d if f er e nt
en v ir o nm e nt a l ba ck gr oun d wh i ch co u ld k n ock an y c yc l ic a l tr e nd s fo r six t hi s ye ar , bu t w il l t ha t b e a
po s it i ve or a n eg at iv e bo os t ? O n e c lue ma y lie in t he c h ang e s in t he nu m ber of p eop le w ho t h i nk
th at t h e ir fi na n cia l s i tu at i on i s goi ng to im pr o v e ( w e s t ar te d t o as k t hi s in J an uar y 2 01 0) . I t st ar te d
i n J an u ar y a t 16 . 6 %, b ut b y A pr il ( p ar t w a y t hr ou g h t h e E le ct io n C am pa ig n) t h is w a s d ow n a li tt le to
14 . 9 %.

T h e ne x t w a ve of i nt er v i ew s i s s c hed ule d t o c om m e nce o n e we ek a ft er E le ct ion D a y, s o w e ar e
c er t a in t h at t h e f ig ur e s e m er gi ng at t h at p oi nt w il l pr o v ide a f a s c in at ing in s ig ht in to t h e l ik el y
m ov e m en t s to c om e .

CI NE M A AD V ER T I S IN G
T o k eep t h e S ur v e y ‘l iv e ’ an d m o v ing f orw ar d, w e ad d ed a not her c han nel t o t he ma in li st in M ar c h –
Ci nem a Ad v er tis i ng. I t wi ll ob v i ou sl y be s om e c o nsi der abl e t im e b e for e w e c an ad d t h is c ha nne l
i nt o t he M RI da ta s hee t s ( n ot t he l ea s t b e c aus e th e y ar e t hr e e m ont h r o lli ng a v er ag e s) , but t he d at a
i s n ow inc l ude d on a ll upd at e s s o t ha t yo u c a n i m m e d ia t el y s t ar t to an al ys e the d at a on a mo n th b y
m on th b a s is a gai ns t a l l t he ot her d at a in t he S ur ve y.

W e hop e t ha t th is se r ie s of c har t s w ill pr o v id e a u s ef u l i nd ic at or o f how c o n su m er s ’ r el at ion s hi p
w it h ma rk et ing c o m m un ica t ion s i s mo v ing .

T h e B r it is h M ar k et ing S ur ve y
M a y 20 1 0.

The British M arketing S urvey
T h is s tu d y c on du c t s 1, 00 0 f a ce- t o- f a c e int er v i ew s p er m o nt h w it h a na t ion a ll y r epr es e nt at iv e
s am p l e of t h e a du lt po pu lat io n, a nd i s c on du ct ed a s p art of T he B r i tis h P o pul a tio n S ur v e y.

T h is d at ash e et is b a sed o n 4 k e y q ue s t io ns f r om th e S ur v e y:-
1 W hich co m m un ic at i on s c h ann e ls h a ve b e e n r e ce iv e d in th e l a s t fe w week s
2 W hich ch a nn e ls h a v e be e n r e s pon de d t o i n t he las t f ew w eek s
3 W hich ch a nn e ls ar e ac c ep t abl e t o r e ce iv e
4 W hich ch a nn e ls ar e in ter v i ew e e s pr ep ar ed t o r es po n d t o in f ut ur e

c o ver in g 18 c om m unic at i on c ha nne ls , an d 21 i ndu s tr y s ec t or s . I n th e p er i od M ar c h 200 8 t o A pr il
20 1 0, o n w h ich t h is d a tas h ee t is b a s ed , t he s ur ve y c o n d uct e d 26, 0 20 f a c e t o f a c e int er v iew s .

What are the Indices?
T e c hn ic a ll y – 3 m ont h r o ll in g av er a ge tr e n d l ine s ba s e d on M a y 2 0 0 8 = 1 00.

B asi c al l y, w e a dd to g e ther t he mo s t r e c en t t hr e e m o nt h s o f r e s po n s es ea ch m o nt h, an d
d ivi d e t he r e s ult b y thr ee t o g iv e th e ‘m o v in g a v er ag e’ e ach mo nt h . Th is t ec hn iq ue gi v es a
st a b le lon g te rm lo ok at m o v e me nt s wi th out c l ou d in g t he v iew w it h v er y s h or t ter m
fl u c tuat i on s fr o m o n e mo nth t o a not her .

T o as s i st in t h e c o mp ar i s on o f t he di ff er en t tr en d l in e s, w e the n b as e a ll th e m o v in g
a ver ag e s t o t h e f ir s t p lot ( w h ich w as in M a y 200 8) , w hi c h w e a d ju s t t o 1 00. T he r e su lti ng
i nd i c es t her ef or e n ot on l y gi ve a s i mp le v is u a l r ep re s e nt at ion of cu r r e nt tr en d s , but al s o
qu a nt i f y th e c ur r e nt r es po ns e s i n c o m par is o n to w he r e t he y w er e at t he st ar t of t h e c har ts .
T h is a lso f a c il it at e s t h e c o mp ar is on of t he ind ice s b e tw ee n t he diff er en t c ha nn els , a s i t
cr ea t es a u n if or m ba s e for al l t h e ind ic e s s how n in t he f u ll da t a she et w h ich is a v ail ab le f or
pur c ha s e f r o m w w w .th eb p s . co .uk
.

Channel Trends Headlines April 2010

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