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

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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
ebrs the definite article since the 70 s
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

the financial times on ebrs 2004

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

the financial times on ebrs 20045
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

the financial times on ebrs 20046
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

the ft is the number one title in europe
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

the ft is also the number one business title in uk
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

the ft increases its coverage when looking at key senior high net worth individuals

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

the ft reaches more influential individuals on key business targets in europe

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

the ft reaches more influential individuals on key business targets in the uk

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

slide12
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

slide13
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
slide14

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

ft ft com integrated offer covers 17 of the ebrs audience

+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

central europe the ft is the leading business title leading dotcom print combination
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

pan european tv has low levels of daily reach
Pan-European TV has low levels of daily reach…

Viewed yesterday

Source: EBRS 2004 All respondents 431,216

when compared to print online
…when compared to print & online

TV viewed yesterday/FT.com last 4 weeks

Source: EBRS 2004 All respondents 431,216

ft euroleader
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

ft euro leader

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

financial times deutschland has grown by 50 in a universe that has only increased by 14
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

the power of the ft brand in europe

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
the power of the ft brand in europe23

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