Most media analysis undertaken today, whether qualitative or quantitative, tends to provide conclusions that relate to a single market. Comparisons across geographic borders are incredibly difficult – for instance, even if we assumed that the US and European markets were exactly the same size in terms of audience numbers the difference in the media environment can be vast. The number of available titles varies, journalists operate in different ways, the issues vary and the audience is influenced by a huge variety of other factors.
The Balance Report is an attempt to take a different approach to the analysis in a world in which the biggest technology companies typically address global markets. We started research for the report on the assumption that the biggest technology brands in the world would rank in broadly the same place in both US and European markets and while that is true among the ‘big guns’ of the sector you don’t have to travel very far down the list to find significant imbalance in the ranking scores between the two markets.
What the imbalance means for individual companies is something that third parties can only speculate about. The real value is to in-house teams who can use the analysis to decide, based on their detailed insider knowledge, if the imbalance is an indicator for remedial action to be taken. The anecdotal evidence suggests many would benefit from re-balancing their communications outreach and the rewards could be considerable.
If you would like to discuss the report in more detail, commission bespoke communications research for your company or talk to us about campaign requirements [email protected].