!!"!# $%!!"### EBRS 2004 PRESS RELEASE Embargoed until 16 September 2004 EBRS 2004 INCLUDES TV VIEWING AND INTERNET USAGE FOR FIRST TIME; READERSHIP OF INTERNATIONAL BUSINESS TITLES STABLE. When EBRS 2004 launches today, it will mark the 15 th release in a series celebrating its 30-year anniversary and will provide agency planners with fresh data on Europe s most senior business executives. These 431,000 executives at Europe s largest companies comprise an elite 0.2% of the adult population and the latest survey release is designed to offer users more opportunities to maximise their return on investment in pan-european advertising at the highest levels. The third release of CEBRS extends coverage to 39,400 Central European executives in Hungary, Poland and the Czech Republic. The EBRS 2004 survey is the first to add measures of television viewing and internet usage to readership and continues to provide vital data on senior business decision makers their international business activity, business travel, personal investments, ownership of luxury goods and average personal income. Also new in 2004 is data identifying Europe s Top 500 Companies. The data itself is generally remarkably stable a testament to a well-designed and executed survey. Response rates are comparable to EBRS 2002 and the sponsor base is stronger than ever, with the addition of BBC World and Bloomberg Television, and a record number of media agencies signing up.
Close to half (43%) of EBRS executives are at Director/VP level or above, and for almost 3 in 10 (29%) strategic planning is a main area of responsibility, with a similar number involved in strategic decisions internationally. The vast majority (86%) are involved in business purchases and personally involved in average annual purchase expenditure of 2,500,000 Euros. These executives are also high earners, the average annual personal income being 108,000 Euros. Almost half (43%) read an international publication, only a slight drop on the level of EBRS 2002, despite the fact that more than half (58%) use online publications for business purposes (up from 48% in 2002), with 16% paying for online business information, and 48% using the Internet for other business information. Over half regard newspapers and magazines as the most reliable source for international news (58%), ahead of TV (36%), radio (20%) and the Internet (18%). The readership results indicate that the international press remains a powerful tool for reaching the most senior business professionals in Europe. The relative stability of the data reflects both the consistency of these titles in delivering desirable audiences and the continued excellence of the EBRS survey as a measure of Europe s business elite. The continuing emergence of Central Europe (Poland, Czech Republic and Hungary) as an important market is reflected in the growth of the CEBRS universe (6% higher than in 2002). CEBRS 2004 finds that Central European executives, in comparison with those in Western Europe, are more likely to work in the manufacturing sector (61% versus 39%). c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\2
They are as involved in business purchasing (89%), and internationally tend to be focused on Europe, 42% doing business there. Almost a third (29%) read international publications, and 52% regard newspapers and magazines as the most reliable source for international news. Commenting on EBRS 2004, David Lucas, Director of Ipsos-RSL said: We are delighted to once again provide the media industry with the currency for planning on senior business targets across Europe and it is pleasing that CEBRS for Central Europe is now an established part of the offering. We are very grateful to all of our print, TV and agency sponsors for their on-going support. ends. If more information is required: Contact: Simon Baty Tel: 020 8861 8167 Fax: 020 8861 8121 Email: simon.baty@ipsos.com Note to the Editor: 1. Media owner sponsors: BBC World, The Belfast Telegraph, Bloomberg Markets, Bloomberg Television, BusinessWeek, Capital, CFO Europe, De Tijd, L Echo, Les Echos, The Economist, Expansion, Financial Times, Financial Times Deutschland, Forbes, Frankfurter Allgemeine Zeitung, Harvard Business Review, Il Sole 24 Ore, International Herald Tribune, The Irish Times, Kathimerini, The Wall Street Journal Europe 2. Agency Sponsors: Carat International, Initiative Media, John Ayling and Associates, Media Planning Group, MediaCom, Mediaedge:cia, Mindshare, OMD, Starcom Mediavest Group, Universal McCann, ZenithOptimedia 3. Methodology: Qualifying establishments are sampled from business directories. Individuals occupying eligible job functions at selected establishments are identified by telephone screening. Readership and business marketing behaviour is measured via a self-completion questionnaire administered by mail. Sample size: 9,461 (CEBRS: 995). Use of the data contained in this press release is embargoed until the public launch of EBRS 2004 on 16 September. Until this time only Ipsos-RSL and media Sponsors should be contacted for comment. Media owner contacts may be obtained from Ipsos-RSL. c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\3
EBRS 2004 SURVEY DATA - EMBARGOED UNTIL 16 SEPTEMBER 2004 EBRS 2004 Universe 431,000 senior business executives EBRS 2004 - Average Issue Readership of International Publications 2004 2002 2004 2002 (%) (%) (%) (%) Net International Titles 43.1 47.3 Daily Titles Fortnightly Titles Financial Times 13.1 16.2 Forbes 5.5 4.3 Frankfurter Allgemeine Zeitung 10.8 13.0 Fortune 3.8 3.9 International Herald Tribune 3.4 2.7 Monthly Titles The Wall Street Journal Europe 2.7 3.4 National Geographic 5.7 7.3 USA Today 1.4 1.8 Harvard Business 5.6 5.8 Review Weekly Titles CFO Europe 3.2 2.5 The Economist 7.7 8.4 Euromoney 1.6 2.2 Time 4.8 5.2 Scientific American 1.4 1.8 BusinessWeek 4.7 4.5 Institutional Investor 1.4 1.7 Newsweek 3.3 4.3 EuroBusiness 1.0 1.4 Bloomberg Markets 1.2 Reuters 2.5 EBRS 2004 Business and Consumer Profile % Chairman/ President/ CEO/ MD/COO/CFO 32 VP/Director and more senior 43 Strategy decisions a main area of responsibility 29 Involved in strategic decisions internationally 27 Average value of business purchases (Euros) 2,497,000 Financial/ legal services decision maker 36 IT purchase decision maker 48 Visited foreign destination on business 48 Any business air travel 71 6+ international business air trips 25 Use Internet for business information 54 Average personal income (Euros) 108,000 Average value of main car (Euros) 36,690 c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\4
CEBRS 2004 Universe CEBRS 2004 SURVEY DATA - EMBARGOED UNTIL 16 SEPTEMBER 2004 39,400 senior business executives CEBRS 2004 - Average Issue Readership of International Publications 2004 2002 2004 2002 (%) (%) (%) (%) Net International Titles 29.4 35.1 Daily Titles Fortnightly Titles Financial Times 7.8 7.2 Fortune 1.5 1.2 Frankfurter Allgemeine Zeitung 2.6 2.7 Forbes 0.9 1.1 The Wall Street Journal Europe 1.8 2.5 Monthly Titles International Herald Tribune 0.9 1.1 National Geographic 9.8 15.1 USA Today 0.6 1.2 EuroBusiness 2.9 4.8 Weekly Titles Harvard Business Review 2.7 3.2 Newsweek 3.5 9.3 Euromoney 1.8 2.8 The Economist 5.5 5.8 Scientific American 1.3 1.6 Time 2.5 4.6 Institutional Investor 0.9 1.1 BusinessWeek 3.9 2.0 CFO Europe 1.6 1.1 Bloomberg Markets 0.7 Reuters 3.8 CEBRS 2004 Business and Consumer Profile % Chairman/ President/ CEO/ MD/COO/CFO 31 VP/Director and more senior 45 Strategy decisions a main area of responsibility 30 Involved in strategic decisions internationally 22 Average value of business purchases (Euros) 2,433,000 Financial/ legal services decision maker 36 IT purchase decision maker 48 Visited foreign destination on business 54 Any business air travel 55 6+ international business air trips 17 Use Internet for business information 50 Average personal income (Euros) 52,000 Average value of main car (Euros) 25,220 c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\5
EBRS 2004 SURVEY DATA - EMBARGOED UNTIL 16 SEPTEMBER 2004 EBRS 2004 Universe 431,000 senior business executives EBRS 2004 TV Data Daily and Weekly Reach Channel Daily Reach Weekly Reach % % International Channels 17 41 International News Channels 15 38 BBC World 2.2 9.5 Bloomberg 1.5 5.1 CNBC 1.3 4.2 CNN International 6.1 19.5 Discovery Channel 3.1 10.5 EuroNews 3.7 11.3 National Geographic 1.9 7.6 Sky News 6.3 13.9 CEBRS 2004 Universe 39,400 senior business executives CEBRS 2004 TV Data Daily and Weekly Reach Channel Daily Reach Weekly Reach % % International Channels 26 59 International News Channels 16 42 BBC World 6.9 20.2 Bloomberg 0.8 2.7 CNBC 1.3 5.1 CNN International 8.4 27.7 Discovery Channel 13.0 34.7 EuroNews 3.8 17.3 National Geographic 11.8 37.1 Sky News 2.0 8.7 c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\6
EBRS 2004 SURVEY DATA - EMBARGOED UNTIL 16 SEPTEMBER 2004 EBRS 2004 Universe 431,000 senior business executives EBRS 2004 Website Data Visited in past 4 weeks Website Visited in past 4 weeks % BBC News 12.7 Financial Times 8.0 CNN 7.2 Frankfurter Allgemeine Zeitung 5.5 Reuters 4.6 Sky News 3.6 Bloomberg 3.0 The Economist 2.7 Harvard Business Review 2.0 National Geographic 1.9 EuroNews 1.8 The Wall Street Journal 1.7 New York Times 1.7 Time 1.5 Discovery 1.3 CNBC/MSN Money 1.3 Newsweek 1.2 BusinessWeek 1.2 International Herald Tribune 0.9 Fortune 0.8 Euromoney 0.7 Forbes 0.7 EuroBusiness 0.5 CFO Europe 0.4 c:\documents and settings\cherylp\local settings\temporary internet files\olk3\ebrs 2004 launch press release v2.doc\05 October 2004\7