Studiul National de Audienta

National Readership Survey (SNA) and Consumption - Target Group Survey (FOCUS)

National Readership Survey (SNA) – is the study measures the readership of print publication, establishing the readership “currency” for the print advertising market in Romania. 

SNA provides the following type of results:
  • the audience of the printed publications
  • socio – demographic profiles of the readers of any title
  • general results regarding media usage lifestyle and other consumption information
The main technical characteristics of SNA are:
 
  • Universe of the study: urban population in Romania aged 14 to 74
  • Sample size: 15.000 p.a., continuous fieldwork period.
  • Recent reading method is used for the readership. Total audience of a print media brand available, also.
  • More than 100 print brands measured continuously
  • CAPI interviews (Computer Assisted Personal Interview)
  • 74% response rate, no incentive for the interviewee
  • Results are delivered 4 times a year, a moving average of one year sample, in a specialized media planning software.

The main readership results are available at the Print Readership Results.

Simple or more complex analysis using the data, together with planning for print advertising campaigns can be performed in the specialized software. Custom reports are also available, by request.
 
Consumption - Target Group Survey (SNA FOCUS) - is the survey that measures a comprehensive range of consumer characteristics, behavior and attitudes, like demographics, product, services and brand usage, media usage and lifestyle. It collects single source information, so any question can be referred to any other question on the survey, whether applicable to media, demographics, the use of product/services categories or brands, or lifestyles. 

As the FOCUS survey is conducted together with the National Readership Survey (SNA), the main technical characteristics are common:
  • Universe of the study: urban population in Romania aged 14 to 74
  • Sample size: 15.000 p.a., continuous fieldwork period.
  • The National readership Survey CAPI interviews are followed by a self completed questionnaire for the consumption and behavioral information. The self completed questionnaire can be filled in in paper or online. 50% of the interviewees taking part at the CAPI questionnaire are completing the second one. Using the information from the consumption part respondents, using the ascription method we produce a final complete database with both consumption and media usage information.
  • Results are delivered 4 times a year, a moving average of one year sample, in a specialized media planning software, permitting complex analysis such as Correspondence Analysis, Cluster Analysis, etc.
More details regarding the methodology can be found in the methodology page.
 
The results of the Consumption - Target Group Survey (SNA FOCUS) are available as a data base which can be accessed via specialized software for media planning both for simple descriptive analysis and more complex ones, cross comparing any variable in the data base, including print readership data. Custom reports are also available, by request

If you are interested in accessing the entire database through the software or purchasing a custom report please contact us.