There may be a chance that in a few decades from now historians will be debating the question whether the first event in this genre was the debut Sziget festival of 1993, or real party-life had already existed even before that. However it is a fact that festival-going has become a popular and wide-spread way of entertainment, where visitors have a host of choices not only for music and programs but also for locations. In this study carried out on our research panel, potential festival-goers shared their opinion on this form of entertainment. We learnt about the popularity of festivals and -in a broader sense- of this life-style. 

„Subcultures among the university age group” - this was the working title of our focus group research in which we had discussed the style groups of youngsters with the 18-24 years old, such as emo, alter, punk, mall kitten, rocker, etc. We didn’t aim to get the full picture of each style; instead we tried to get an idea of it, entering into details regarding a few points like: look, consumption or life philosophy. 

Just like all others before, this year’s European Football Championship (Euro 2008) besides the clashing of teams saw the scrumming of brands as well. TNS Hungary and Omnicom Media Group have analyzed the current investments of the marketing industry from the point of view of television watchers.

Hungarian customers would be willing to show an attitude of some kind of protectionism while shopping, but not more than 10% of them felt that the Hungarian origin could unambiguously be established about a product - claimed the joint study of TNS Hungary and Omnicom Media Group.

Evolution, not revolution

The great majority of decision makers in the field of marketing expect a significant move in the structure of communication expenditures within the next 6-8 years; however, according to seventy percent, the changes that go with digitalization gathering ground will manifest themselves within a period as short as two years.

In a joint research with TNS Hungary, Omnicom Media Group inquired about the opinion of more than one hundred profes-sionals as well as 500 consumers.