Prosper China MediaPlanIQ™: Consumer-Driven
Media Allocation in China; U.S. Models Won’t Work

Media Allocation for Grocery: TV for Chinese, Newspaper for Americans

COLUMBUS, OH – (MARKET WIRE) – 12/9/09 – Allocating media dollars in China’s fragmented marketplace is no easy task for foreign marketers. Chinese consumers are unique and a one-size-fits-all ad campaign won’t work. Chinese tend to be selective in their purchases and more educated about western brands. More importantly, they consume media and are influenced to purchase differently than American consumers, according to a recent analysis of Prosper China MediaPlanIQ™ (which includes insights from the BIGresearch China Quarterly of over 15,000 Chinese consumers).

When developing a strategy for marketing groceries to Chinese consumers (18-54), planners should allocate 36% of their measured media¹ budgets towards TV and 30.4% towards Newspaper. On the other hand, an allocation model for marketing to U.S. consumers the same age would include 38.4% towards Newspaper and 28.1% for TV. This allocation includes measured media only. To view the full allocation including unmeasured media, click here: http://www.formsite.com/prosper/cmpiq/.

¹Measured media includes: magazines, newspaper, TV, radio and Internet

For telecom, the allocation includes 35.8% for TV and 27.8% for Newspaper when marketing to Chinese consumers. In this scenario, more emphasis should be placed on print media for Chinese and radio for U.S. consumers.

Prosper China MediaPlanIQ™: Chinese (18-54) v. Americans (18-54) 

Grocery*
               Chinese 18-54  Americans 18-54
Magazines      14.2%          11.1%
Newspaper**    30.4%          38.4%
TV             36.0%          28.1%
Radio          10.0%          14.1%
Internet       9.5%           8.2%

Telecom***
               Chinese 18-54  Americans 18-54
Magazines      14.7%          8.0%
Newspaper**    27.8%          18.1%
TV             35.8%          37.9%
Radio          10.0%          20.7%
Internet       11.7%          15.3%

Prosper China MediaPlanIQ™ and Prosper MediaPlanIQ™, Dec 2009 (Includes measured media only)
*Allocation for grocery purchases. Media influence weighted by consumption for consumers 18-54
**Newspaper includes FSIs
***Allocation for telecom purchases. Media influence weighted by consumption for consumers 18-54

About Prosper China MediaPlanIQ™
Prosper China MediaPlanIQ™ is a result of analysis of the BIGresearch China Quarterly by Prosper Technologies. Prosper Technologies collaborated with Martin Block, Ph.D., and Don Schultz, Ph.D., of the Medill School at Northwestern to develop Prosper MediaPlanIQ™ For more information in English: http://www.prosperchina.com/prosperchinampiq-overview-english.pdf; In Chinese: http://www.prosperchina.com/prosperchinampiq-overview-chinese.pdf

About Prosper Technologies
Prosper Technologies develops consumer-centric analytics from consumer responses to help businesses forecast consumer demand and expenditures, budget marketing and merchandising allocations and provides retailer specific cross consumption behaviors. Prosper China MediaPlanIQ™ is a service of Prosper Technologies. BIGresearch is an authorized marketing representative.

Contact:
Chrissy Wissinger
(614) 846-0146
chrissy@igresearch.com