The new Brand Media Monitor survey is available.This is the 12th edition of the bi-annual survey based on 6.497 interviews on 18-75.

The fastest way to understand your brand.


The Kantar Brand Media Monitor is an unique multi brand, multi touchpoint and multi target research. It is a benchmark for the marketing and media world in Belgium.

We provide the market with qualitative insights about people, brands and media and the interaction between them. It includes insights into consumer use of new devices and platforms following them in all phases of the customer journey. The Brand Media Monitor supports Marketing and Communication managers with insights about the interaction between brands and customers through all touchpoints.




Brands with in total 1.316 brands. For all of them we have information on usage/clientship and on the attraction of the brand ranging from “preference” till “rejection.” This results in a brand segmentation of clients (fans, at risk) and non-clients (potentials, hard to reach).

The brand segmentation enables to investigate the strengths and weaknesses of all brands within the sector and to determine which brand segment of a brand the most appropriate is to communicate on.


We not only have information on socio-demographics, but also on more than 180 attitudes, on sustainability (both attitudes and behavior), on their values and emotions, on how they shop, and which elements are of importance. Together with their attitudes and behavior towards change, their digital behavior and hobbies and interests.

This enables to finetune the communication messages by really taking into account what matters for the target group.

Media & advertising touchpoints.

The usage of all media in terms of frequency of usage and duration are available within the BMM. Both on a strategic level like social media and TV but also on a tactical level with more than 300 media brands.

We also included 60 different advertising touchpoints in the BMM. With the frequency of contact and also the amount of attention they receive, and an evaluation of the advertising within the touchpoint (both positive and negative).

Considering the communication target on brand level, BMM enables to investigate the most suitable media and advertising touchpoints for your communication campaign.

Commercial Strategy

How many clients and potential clients does my brand have?
How do they behave?

Media Strategy

Through which media channels, devices and touchpoints can I reach my clients and my prospects?

Creative Strategy

Who are my clients and prospects?
What drives and moves them?

The BMM starts where the CIM surveys end

A long term project: bi-annual based on stability and innovation.
Member survey of the international TGI network (Kantar).

Richer description of people

(›‹ CIM: merely socio-demographics)
Integration of internationally validated research tools: semiometrie, Connected Life, TGI attitudes, … that offer exclusivity and insight.
Relevant segmentations of 1000+ brands (›‹ no brands in CIM TGM).

A 360° and 3D approach of media and touchpoints

(›‹ still no ‘roof’ above tactical surveys CIM)
A unisource combination of people, brands and media.
A solid data collection method: single source (two waves), self-administered online questionnaire, large representative sample (n=4800+).

A differentiated offer for all industry parties

media owners, sales houses, media agencies, advertisers, agencies, researchers, …