Heavy readers = heavy influencers?
Source: Pareto principle
Websites
Billboards
Television
97
99
Folders
104
Cinema
106
118
General magazines
119
Specialized magazines
126
Heavy users of
130
AFFINITY ON INFLUENTIAL IN ALL OR ALMOST ALL CATEGORIES
Radio
WOM XL or L - Base FR 18-64
= Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
Very pleasant
-3
-2
-1
0
1
2
3
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
2
Very pleasant
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
Very pleasant
3
Very unpleasant
Rather unpleasant
A little unplesant
No feeling
0
A little pleasant
Rather pleasant
Very pleasant
Ex. PERFUME average Very unpleasant
Rather unpleasant
A little unplesant
No feeling
A little pleasant
Rather pleasant
Very pleasant
-3
-2
-1
0
1
2
3
underrated
neutral
overrated
Brand Media Monitor 2013 18-64 years FR, n=4082
FAMILY
PERFUME
Attachment
Morality
Tradition
Harmony
Rationality
Reflexion
Sensuality
Duty
Pleasure Discipline
Might
Evasion
Conflict
Freedom
Detachment
Adventure
Brand Media Monitor 2013 18-64 years FR, n=603 & 1089
Brand Media Monitor 2013 18-64 years FR, n=603
Brand Media Monitor 2013 18-64 years FR, n= 1089
Brand Media Monitor 2013 FR, n=1077 & 613
Brand Media Monitor 2013 FR, n=1077
Brand Media Monitor 2013 FR, n= 613
Brand Media Monitor 2013 18-64 years FR, n=4082
Tradition
Sensuality/dream
Idealism
Brand Media Monitor 2013 FR, n=452
Materialism Idealism
Pragmatism
Sensuality
Brand Media Monitor 2013 FR, n=565
Tradition
Materialism
Creation Challenge/ Open-mindedness Brand Media Monitor 2013 FR, n=654
Materialism COMMON WORDS
Idealism
I was looking for
I experienced …
Aff.
193
It makes me want to look for more info about a product, … it makes me want
to buy
Belgium, 2012,n=3000 , IP & TNS , The magazine experience
Vs
BMM 2013 18-64 years FR
Heavy readers of magazines, motivated by their materialistic values, are the top influentials concerning consumption
Websites
Billboards
Television
97
99
Folders
104
Cinema
106
118
General magazines
119
Specialized magazines
126
Heavy users of
130
AFFINITY ON INFLUENTIAL IN ALL OR ALMOST ALL CATEGORIES
Radio
WOM XL or L - Base FR 18-64
= Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Brand Media Monitor 2013 18-64 years FR, n=4082
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
Very pleasant
-3
-2
-1
0
1
2
3
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
2
Very pleasant
Very unpleasant
Rather unpleasant
A little unpleasant
No feeling
A little pleasant
Rather pleasant
Very pleasant
3
Very unpleasant
Rather unpleasant
A little unplesant
No feeling
0
A little pleasant
Rather pleasant
Very pleasant
Ex. PERFUME average Very unpleasant
Rather unpleasant
A little unplesant
No feeling
A little pleasant
Rather pleasant
Very pleasant
-3
-2
-1
0
1
2
3
underrated
neutral
overrated
Brand Media Monitor 2013 18-64 years FR, n=4082
FAMILY
PERFUME
Attachment
Morality
Tradition
Harmony
Rationality
Reflexion
Sensuality
Duty
Pleasure Discipline
Might
Evasion
Conflict
Freedom
Detachment
Adventure
Brand Media Monitor 2013 18-64 years FR, n=603 & 1089
Brand Media Monitor 2013 18-64 years FR, n=603
Brand Media Monitor 2013 18-64 years FR, n= 1089
Brand Media Monitor 2013 FR, n=1077 & 613
Brand Media Monitor 2013 FR, n=1077
Brand Media Monitor 2013 FR, n= 613
Brand Media Monitor 2013 18-64 years FR, n=4082
Tradition
Sensuality/dream
Idealism
Brand Media Monitor 2013 FR, n=452
Materialism Idealism
Pragmatism
Sensuality
Brand Media Monitor 2013 FR, n=565
Tradition
Materialism
Creation Challenge/ Open-mindedness Brand Media Monitor 2013 FR, n=654
Materialism COMMON WORDS
Idealism
I was looking for
I experienced …
Aff.
193
It makes me want to look for more info about a product, … it makes me want
to buy
Belgium, 2012,n=3000 , IP & TNS , The magazine experience
Vs
BMM 2013 18-64 years FR
Heavy readers of magazines, motivated by their materialistic values, are the top influentials concerning consumption
