CrossMedia
The three cross-media studies of the CIM help advertisers determine how best to reach their target audiences and with which media.
- The Media Trends Study (Establishment Survey or ES) measures changes in the ownership and use of media devices, as well as general trends in media consumption.
- The data from the Media Trends study are combined by the CIM with government statistics to determine CIM Golden Standard. This is a complete description of the socio-demographic structure and overall media consumption of the Belgian population.
- In the Target Group Monitor (TGM), consumers are surveyed about their purchasing decisions, consumption habits, and attitudes for a wide range of products and services (from yogurt to cars, from holidays to insurance...).
Media Trends Study (Establishment Survey)
The Establishment Survey aims to measure annual major trends in media usage: what is the evolution in the ownership of media devices? What are the general trends in media consumption? The answers to these questions can be found in the results via a dashboard, with a selection of questions and socio-demographic filters.
Golden Standard
The Golden Standard is a description of the socio-demographic structure of the Belgian population and serves as a reference for all CIM studies. It is part of the CIM Virtual Population, a large database with as many rows as there are inhabitants in Belgium. It is freely accessible to everyone, for example to set up the sampling frame for a market research study, to assess the representativeness of a study, or simply to explore it.
Target Group Monitor
Each year, the CIM Target Group Monitor provides a comprehensive picture of the Belgian consumer. This is done through a survey containing no fewer than 1,200 questions, revealing many interesting trends and developments.
The full report of the latest edition is available here.
80.000
completed CIM questionnaires since the creation of the MediaWatch panel.
97%
of Belgians watch video, according to the Establishment Survey, with broadcaster content remaining dominant.
86%
of Belgians listen to audio, according to the Establishment Survey, with broadcaster content remaining dominant.
