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European Business Readership Survey 2004The Media Survey of Europe’s Business Elite
EBRS
• EBRS is a survey covering the top 0.2% of the European working population
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
€502 billion is spent on IT
3.9 million business/club class air trips every year
Which would fill
8,590 jumbo jets
€14 billion on cars
Which would buy
300,000 Mercedes S class
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
• 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
1st
1973 75 78 80 82 84 86 89 91 93 96 98 00 02 04
1st 1st 1st 1st 2nd 1st 1st 1st 1st 1st 1st 1st 1st2nd
EBRS years…
• The FT is regarded as ‘the most important read’ amongst this audience
The Financial Times on EBRS 2004
18%
6%
2%
3%
11%
3%
2%
1%
1%
8%
2%
2%
1%
Financial Times
Economist
Harvard BusinessReview
BusinessWeek
WSJ Europe
Top 500 companies C-suite All respondents
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 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 Economist2.0%
1.0%
1.0%
3.0%
8.0%
Wall St JournalEur
Int'l Herald Trib
BusinessWeek
Economist
Financial Times
FT.Com
Source: EBRS 2004 All respondents 431,216
The FT is the number one title in Europe
3%
3%
3%
4%
5%
5%
6%
8%
13%Financial Times
Economist
Forbes
Time
BusinessWeek
Fortune
New sw eek
IHT
WSJ 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
9%
10%
11%
24%
27%
33%
34%Financial Times
Times
Daily Mail
Daily Telegraph
Guardian
Economist
Independent
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
Purchasing power Purchasing power
C Suite executives - €363bnC Suite executives - €363bnAll execs in International Companies - €425bnAll 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!
• Working for an international company
• C-suite Executives
• High income earners
• Frequent business fliers
• Most important business read
Source: EBRS 2004 All respondents 431,216
The FT reaches more influential individuals on key business targets in Europe
All respondents C suite Executives Make purchasedecisions of €1.5m+
Work for int'l company 6+ Int'l air trips
Source: EBRS 2004 All respondents 431,216
13%
16% 17% 17%
24%
8%
11% 10% 10%
15%
3% 3%4%4%
6%
3%4% 4%
5%
7%
FT Economist WSJEIHT
63%63%
+46%+46% +70%+70% +70%+70%
+60%+60%
The FT reaches more influential individuals on key business targets in the UK
All respondents C suite Executives Make purchasedecisions of €1.5m+
Work for int'l company 6+ Int'l air trips
+3%
+53%
+24%
+38%
+17%
Source: EBRS 2004 All respondents UK 99,247
FT Times
34%
51%
41% 42%
61%
33%
37%35%
34%
40%
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
4.37
21.26
16.43
13.49
12.78
11.41
11.31
9.97
8.24
8.01
4 x Financial Times
7 x Economist
14 x BusinessWeek
21 x Forbes
5 x National Geographic
9 x New sw eek
4 x Time
10 x WSJE
6 x IHT
20 x Scientif ic American
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
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
Titles Cov% Cost
4 x FT 21.26% $196,000
10 x WSJE
7 x Economist
24.67% $396,150
20 x Sci. American
10 x WSJE
6 x IHT
20.62% $593,432
10% of FT readers read WSJE
45% of Economist readersread the FT
The FT is a unique audience
26% of FT readers read Economist
48% of WSJE readersread the FT
+31%
+13%
0%
+33%
+33%
UPLIFT
FT & FT.Com Integrated offer covers 17% of the EBRS audience
4.0%
4.0%
5.0%
9.0%
2.0%
1.0%
1.0%
3.0%
8.0%
3.0%
3.0%
5.0%
8.0%
13.0%
17.0%
Wall St Journal Eur
Int'l Herald Trib
BusinessWeek
Economist
Financial Times
Combined Website Print
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
2.0%
4.0%
6.0%
9.0%
1.0%
2.0%
3.0%
6.0%
6.0%
1.0%
2.0%
4.0%
6.0%
8.0%
11.0%
Int'l Herald Trib
Wall St Journal Eur
BusinessWeek
Economist
Financial Times
Combined Website Print
Users over a four week period
Source: CEBRS 2004 All respondents 39,433
Pan-European TV has low levels of daily reach…
1%
2%
2%
3%
4%
6%
6%
CNBC
Bloomberg
BBC World
Discovery
Euronews
CNN
Sky news
Source: EBRS 2004 All respondents 431,216
Viewed yesterdayViewed yesterday
…when compared to print & online
1%
2%
2%
3%
4%
6%
6%
8%
8%
13%
CNBC
Bloomberg
BBC World
Discovery
Euronews
CNN
Sky news
Economist
FT.com
FT
Source: EBRS 2004 All respondents 431,216
TV viewed yesterday/FT.com last 4 weeksTV viewed yesterday/FT.com last 4 weeks
FT Euroleader
Leading title in France with 54% coverage
18% coverage, Fast Growth in a stable market
Leading business newspaper in Spain47% coverage
Number one business title in Europe & the UK
Advertise in the four Pearson titles and reach over a quarter (115,000) senior decision makers across Europe
23%
22%
34%
27%
C-suite
All respondents Pearson Euroleader IHT Euroreach
IHT Euroreach: IHT, Daily Telegraph, El Pais, Le Monde, Suddeutsche Zeitung
Pearson EuroLeader reaches 48% MORE C-suite Executives than the IHT EuroReach package
FT Euro leader
92527
106030 105257
47824 4806141958
1284816287
19215
0
20000
40000
60000
80000
100000
120000
2000 2002 2004
Financial Times Deutschland has grown by 50% in a universe that has only increased by 14%
Source: EBRS 2004 All respondents Germany 105,257
• 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
ReadersReaders
+50%+50%
-12%-12%
+14%+14%
The power of the FT brand in Europe
Which would fill 5,900 Which would fill 5,900
Jumbo jets Jumbo jets
WSJE680,000 1498
FT readers & users have taken 2.7million
business flights
Economist1.4million3084
They have spent have 1.1million nights in hotels
Which would fill every Which would fill every room in the room in the Paris Hilton Paris Hilton
for the next 7 yearsfor the next 7 years
WSJE267,0001.5 years
Economist600,0003.5 years
And have a combined salary
of €10billion
Which is the equivalent Which is the equivalent of the GDP of Iceland of the GDP of Iceland
WSJE€2.4billion
Economist€5.2billion
The power of the FT brand in Europe
FT readers & users have spent €3billion on cars
Which would buy you 64,000 Which would buy you 64,000
Mercedes S Class Mercedes S Class
WSJE€695million15k cars
Economist€1.4billion30k cars
And are responsible for
making purchase decision worth
€174billion
Which is the equivalent Which is the equivalent
of the GDP of Greeceof the GDP of Greece
WSJE€40billion
Economist€91billion
They have spent €61million on
watches
Which would buy you Which would buy you 10,000 Rolex Oyster10,000 Rolex Oyster
WSJE€19million3167watches
Economist€34million5667watches