European Business Readership Survey 2004 The Media Survey of Europe’s Business Elite - PowerPoint PPT Presentation

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European Business Readership Survey 2004 The Media Survey of Europe’s Business Elite

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  1. European Business Readership Survey 2004The Media Survey of Europe’s Business Elite

  2. 138,000 C-suite Executives 3,300 Senior executives in FTSE top 500 companies Combined income of €43 billion The same as Bill Gates’ fortune Purchasing power of €815 billion The same as the GDP of Canada 3.9 million business/club class air trips every year Which would fill €502 billion is spent on IT 8,590 jumbo jets €14 billion on cars Which would buy 300,000 Mercedes S class EBRS • EBRS is a survey covering the top 0.2% of the European working population

  3. EBRS… The definite article since the 70’s …IS NEW & IMPROVED FOR 2004 • Including measurement of use of international & local websites, with frequency of use for the first time • Also with pan-European & local TV data • New information on senior executives within the FTSE top 500 companies • Stable universe over time giving consistent, reliable information What information should you look for on EBRS? Senior job titles and responsibilities Purchasing power for key sectors such as IT, Telecoms, Financial Services Business travellers Personal investments Automotive

  4. 1st 1st 1st 1st 1st 1st 1st 1st 1st 1st 1st 1st 1st 2nd 2nd EBRS years… 1973 75 78 80 82 84 86 89 91 93 96 98 00 02 04 The Financial Times on EBRS 2004 • The FT is the NUMBER ONE business title in Europe & in the UK for the 13th survey • The number one daily business title in Continental Europe & Central Europe Source: EBRS 2004 All respondents 431,216

  5. The Financial Times on EBRS 2004 • The FT is regarded as ‘the most important read’ amongst this audience The FT is considered to be the most important business read by three and a half times more C-suite executives than its nearest competitor the Economist, and fifteen times more than the WSJE Source: EBRS 2004 All respondents 431,216

  6. The Financial Times on EBRS 2004 • FT.com is the most visited business website across Europe in a four week period FT.com has 34,291 users in a four week period One ad in the FT & one ad in FT.com reaches 72,436 senior executives across Europe, 88% MORE than the nearest competitor, the Economist Source: EBRS 2004 All respondents 431,216

  7. The FT is the number one title in Europe One issue of the FT delivers 56,517 senior businessmen The FT is read by more readers than the IHT, WSJE and Newsweek who reach 40,407 businessmen The FT is also the number one business title on CEBRS reaching 3,063 influential executives Source: EBRS 2004 All respondents 431,216

  8. The FT is also the number one business title in UK One issue of the FT delivers 33,830 senior businessmen The FT is read by more readers than the Daily Telegraph & Economist who reach 33,743 businessmen Source: EBRS 2004 All respondents UK 99,247

  9. Working for an international company • C-suite Executives • High income earners • Frequent business fliers • Most important business read Purchasing power C Suite executives - €363bn All execs in International Companies - €425bn Executives working in international companies spend 43% on their motors more than those in non international companies…. ….they also take 275% more business air trips every year! The FT increases its coverage when looking at key senior & high net worth individuals Source: EBRS 2004 All respondents 431,216

  10. FT Economist IHT WSJE 24% 17% 17% 16% 15% 13% 11% 10% 10% 8% 7% 6% 5% 4% 4% 4% 4% 3% 3% 3% The FT reaches more influential individuals on key business targets in Europe +60% +46% +70% +70% 63% Source: EBRS 2004 All respondents 431,216

  11. FT Times +53% +38% 61% 51% +17% +24% 42% 41% 40% +3% 37% 35% 34% 33% 34% The FT reaches more influential individuals on key business targets in the UK Source: EBRS 2004 All respondents UK 99,247

  12. What can you buy for $200,000?An advertiser would pay double or triple the cost to reach the same senior businesspeople as the FT Based on one half page mono in newspapers, one full page mono in magazines An advertiser using the Economist & the WSJ will miss out on 69% of the FT’s readers. That’s 39,125 senior executives with combined spending power of €93 billion

  13. What can you buy for $200,000?An advertiser would pay double or triple the cost to reach the same senior businesspeople as the FT

  14. The FT is a unique audience 45% of Economist readers read the FT 26% of FT readers read Economist 48% of WSJE readers read the FT 10% of FT readers read WSJE

  15. +31% +13% 0% +33% +33% FT & FT.Com Integrated offer covers 17% of the EBRS audience UPLIFT FT.com has 34,291 users in a four week period One ad in the FT & one ad in FT.com reaches 72,436 senior executives across Europe, 88% MORE than the nearest competitor, the Economist Source: EBRS 2004 All respondents 431,216

  16. Central EuropeThe FT is the leading business title & leading dotcom & print combination Users over a four week period Source: CEBRS 2004 All respondents 39,433

  17. Pan-European TV has low levels of daily reach… Viewed yesterday Source: EBRS 2004 All respondents 431,216

  18. …when compared to print & online TV viewed yesterday/FT.com last 4 weeks Source: EBRS 2004 All respondents 431,216

  19. FT Euroleader Leading title in France with 54% coverage 18% coverage, Fast Growth in a stable market Leading business newspaper in Spain 47% coverage Number one business title in Europe & the UK

  20. Pearson Euroleader IHT Euroreach FT Euro leader Advertise in the four Pearson titles and reach over a quarter (115,000) senior decision makers across Europe Pearson EuroLeader reaches 48% MORE C-suite Executives than the IHT EuroReach package IHT Euroreach: IHT, Daily Telegraph, El Pais, Le Monde, Suddeutsche Zeitung

  21. Financial Times Deutschland has grown by 50% in a universe that has only increased by 14% Readers • A fifth of C-suite executives in Germany read FTD • Over a quarter of people who are frequent business fliers (6+ international air trips) read FTD • Three out of ten Senior Executives working in finance read FTD +14% -12% +50% Source: EBRS 2004 All respondents Germany 105,257

  22. Which would fill 5,900 Jumbo jets FT readers & users have taken 2.7million business flights WSJE680,000 1498 Economist1.4million3084 Which would fill every room in the Paris Hilton for the next 7 years They have spent have 1.1million nights in hotels WSJE267,0001.5 years Economist600,0003.5 years And have a combined salary of €10billion WSJE€2.4billion Economist€5.2billion Which is the equivalent of the GDP of Iceland The power of the FT brand in Europe

  23. WSJE€695million15k cars Economist€1.4billion30k cars FT readers & users have spent €3billion on cars Which would buy you 64,000 Mercedes S Class They have spent €61million on watches WSJE€19million3167watches Economist€34million5667watches Which would buy you 10,000 Rolex Oyster And are responsible for making purchase decision worth €174billion WSJE€40billion Economist€91billion Which is the equivalent of the GDP of Greece The power of the FT brand in Europe