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IATS Global Media Survey
Global advertisers are generally aiming at a very difficult to reach group of consumers - senior business executives or high income individuals. These are people who travel frequently and are generally reluctant to participate in market research surveys. The IATS Global Media Survey provides reliable marketing and media data for this important group of consumers and is the only survey that collects information while they are outside their home country, travelling, as well as in their home country.
The importance of measuring out of home media consumption is underlined by the fact that the average European member of the IATS Global Media Survey universe makes over seven international trips a year and spends about 70 nights away from home.
The survey measures travellers’ reading of international and local publications and the demographics, air travel patterns, business responsibilities and private use of a number of products.
This survey was developed by EDR in 1986. The first survey was limited to travellers passing through the seven main international airports in Western Europe. It was subsequently expanded by adding other airports in Europe and other regions of the world. Surveys have since been carried out every two years in Europe and Asia/Pacific (alternately), since 1994 in the Middle East and since 2001 in Latin America. Each survey has been supported financially by the major international publishers and TV channels.
The survey employs a unique methodology, developed by EDR. It is based on self-completion questionnaires distributed to a large random sample of international passengers departing on scheduled flights. The sample of the 2005 Global survey was 28,000.
All the survey data is available on subscription from EDR and via IMS or Telmar (for advertising schedule analysis).
The survey recruits a panel of travellers willing to participate in further research. Access to this panel is available to all EDR/IATS clients.