MUMBAI: Synovate, a global market research company announced its two major regional media surveys would synchronise their offerings to cover affluent digital consumers.

Global head of media Steve Garton, and head of EMS Reinier Schaper said that both the Synovate PAX and EMS media surveys will now probe into the digital media consumption and lifestyles of affluent consumers and top business decision makers in Europe and Asia Pacific.

The addition of digital media to the current TV and print audience measurement will make EMS and PAX full cross-media planning tools. Synovate has confirmed that CNN will be the first sponsor to commit to PAX and EMS Digital.

"Synovate is moving quickly to address one of the most important things on its clients‘ minds digital media and how its consumption impacts on other media and purchase habits," said Garton.