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EMS Summer Release 2010 Alistair Smith Research Manager - Europe September 2010.

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Presentation on theme: "EMS Summer Release 2010 Alistair Smith Research Manager - Europe September 2010."— Presentation transcript:

1 EMS Summer Release 2010 Alistair Smith Research Manager - Europe September 2010

2 EMS has been running for 15 years and is conducted by Synovate. It is used by the majority of pan-European agencies & media owners (Economist have had it for 3 years) – covering 16 European countries Methodology Screener telephone interview conducted using random digit dialling Media (TV, Print & recently Online) data & key classification data is collected A 20 page self completion questionnaire is sent out to respondents containing marketing data in post or by The survey is Bi-annual – released every 6 months Whole database contains two rolling years of data (and can be split by year) The survey is made up of two parts and is essentially 2 surveys Main EMS universe covers 40.2 million adults EMS Select covering 8.3 million adults EMS 2010 Background & Methodology

3 Effect Improving methodology without any change in results is not possible. The new EMS also contains several smaller changes/improvements to the questionnaire, it is therefore not recommended that users make comparisons with previous releases. EMS 2010 Changes to Methodology Change Increased Online questionnaire sample and introduction of mobile phone interviews Respondent only answers half of media questions New print Awareness question/filter Introduction of mobile phone interviews rather than land line only Reasons Too long and time consuming to complete = increased costs. Falling response rates Change in media and consumer habits Results Increased response rate and reach of younger and business focused respondents Sample doubled but media questions remain as robust as before Increased scores for both print and online

4 EMS now covers: –290 national print titles –25 international print titles –44 websites (11 international print websites) –106 television channels (21 international television channels) The survey looks at the business and consumer habits: –Business: activities, purchasing, budgets, job roles, size… –Attitudes & opinions: 44 lifestyle statements, lifestyle clusters… –Motoring: ownership, number, main & 2 nd cars, price, 260 car models, reason to buy… –Finance: investments, stocks & shares, credit cards, 23 banks listed… –HH/Personal Items (Luxury): electronic/technology, luxury items, watches, –Sports/Leisure: sports, arts, events, music, theatre culture, casinos, restaurants –Travel: air travel, class of travel, business/personal travel, destinations, hotels, holidays Multi media consumer survey Survey covers….

5 Who is eligible? Adults aged 21+ AND Top manager of companies with 10+ employees Take 6+ international flights Have a high Personal income (80k+) Top 3%: Universe of 8.2 million people Main income earner aged 21+ in the top 20% of households = 39.5 million people (top 13% of population) EMS Select 3% EMS OR EMS & Top 3% Select

6 European Syndicated Surveys Approx. top 0.2% of European population Universe = Senior business people in large companies in Europe (431,000) EMS SELECT EMS: European Media & Marketing Survey Approx. top 13% of European population Universe = Highest Income earners in Europe (40m) Approx. top 3% of European population Universe = Highest Income earners in Europe (8m) AND heavy flyers (or) top managers (or) with high income Pyramid hierarchy Europe BE:Europe EMS: Full survey EMS: Select 3% Wider consumer campaigns Top/Middle management campaigns Very top end business (C-Suite) campaigns

7 International combined print brands

8 Coverage of total EMS universe (%) and Audience (000) 1,525,000 1,291,000 1,209, , ,000 EMS (full): Daily print & website usage combined 606, , , , ,000 Base: All respondents (40,222 & 8,391) Brand health : Combined print and websites Select 3%: Daily print & website usage combined Economist is 65% bigger in print but only 6% as a brand By adding FT.com to the newspaper increases brand audience by 79% (16% for Economist) Economist is 46% bigger in print but FT is 5% bigger as a brand By adding FT.com to the newspaper increases brand audience by 77% (13% for Economist) FT is the no.1 international print brand for the top 3% of Europeans (and has 1.2m readers in total)

9 International print titles

10 EMS : Coverage of international titles The Financial Times newspaper is the 3 rd ranked international print title on the regular EMS survey 1, ,109, , , , , ,000 Base: All respondents (40,222) WSJ overtakes the IHT in ranking Coverage of total EMS universe (%) and Audience (000)

11 500, , , , ,000 76, ,000 Base: All respondents (8,391) EMS Select 3% : Coverage of international titles The Financial Times newspaper is the 3 rd ranked international print title on the regular EMS survey WSJ overtakes the IHT in ranking Economist overtakes Time in ranking Coverage of SELECT 3% EMS universe (%) and Audience (000)

12 EMS : UK Coverage of international titles The Financial Times newspaper is the No.1 international print title in the UK 346, , , ,000 64,000 34,000 19,000 Base: UK respondents (6,425) Coverage of total EMS universe (%) and Audience (000) Coverage of UK EMS universe (%) and Audience (000)

13 EMS : Brand Recognition international titles Base: All Respondents (6,425) Have you heard of… 21% 23% 29% 42% Financial Times is the second most familiar international print title 42% of up market Europeans have never heard of the Economist 50% of up market Europeans have never heard of the WSJ Coverage of total EMS universe (%)

14 EMS : Solus Coverage of international titles Base: All respondents (40,222). *WSJ or IHT, **Economist, Time or Newsweek & *** WSJ, IHT, Economist, Time or Newsweek Read the FT AND NOT… It is even harder than usual to try and sell around the Financial Times audience FT elusive audience are unlikely to read another international title 483,000 (71%) of the FT audience cannot be reached by advertising in another international print title Coverage of total EMS universe (%) and Audience (000)

15 International print website

16 Global EMS : Coverage of international websites Base: All respondents (40,222) FT.com is the 5 th largest international website Coverage of total EMS universe (%) and Audience (000)

17 FT.com monthly usage is the highest of all print title website 3,540,000 2,151,000 1,938,000 1,644,000 1,343,000 EMS : Coverage of international print websites Visited website in the last 30 days Daily Visited usage 600, , , , ,000 Base: All respondents (40,222) FT.com daily usage is almost 3 times as large as the economist daily usage Coverage of total EMS universe (%) and Audience (000)

18 FT.com monthly usage is almost twice as large as the economist daily usage 1,562, , , , ,000 EMS Select 3% : Coverage of international websites Visited website in the last 30 days Daily Visited usage 308,000 94,000 81,000 64,000 61,000 Base: All respondents (8,391) FT.com daily usage is over 3 times as large as the economist daily usage Coverage of total EMS universe (%) and Audience (000) Coverage of SELECT 3% EMS universe (%) and Audience (000)

19 EMS : Solus Coverage of international print websites Base: All respondents (40,222). *** WSJ, IHT, Economist, Time or Newsweek Visited FT.com (Daily) AND NOT (Daily)… It is even harder than usual to try and sell around the FT.com audience FT.com elusive audience are unlikely to visit another international website on a daily basis 483,000 (71%) of the FT audience cannot be reached by advertising in another international print title Coverage of total EMS universe (%) and Audience (000)

20 Media Platforms

21 Media Turn To First For Business & Financial (A) Media channels Base: All respondents (40,222) Online is the platform senior Europeans turn to first for business and financial news Newspaper is clearly the only other alternative to online for business and financial news. Despite TV News channels broadcasting 24 hours a day – Newspapers are 75% more popular for business and financial news Newspaper are also…. 327% more popular than Magazines 412% more popular than radio Newspapers still play a major role (behind online) for business and financial news Coverage of total EMS universe (%)

22 International dailies vs International weekly International dailies are far more likely to attract the most senior and influential businesspeople +32% +55% +26% +16% Base: All respondents (40,222). *WSJ or IHT, **Economist, Time or Newsweek & *** WSJ, IHT, Economist, Time or Newsweek +26% +28% Index of total EMS universe (%) % more likely Weekly print titles on EMS might have larger audiences but are far less likely to reach senior, influential and international businesspeople

23 +43% +62% +26% +35% +145% International dailies are far more likely to attract the most affluent top end consumers International dailies vs International weekly Weekly TitlesDaily Titles Index of total EMS universe (%) % more likely Weekly print titles on EMS might have larger audiences but are far less likely to reach senior, influential and international businesspeople Base: All respondents (40,222). *WSJ or IHT, **Economist, Time or Newsweek & *** WSJ, IHT, Economist, Time or Newsweek

24 Summary

25 The FT brand reaches over 1.2 million up market European readers every day The FT is the no.1 international print brand for the top 3% of Europeans FT is the largest international daily newspaper and third international print title FT.com is the 5 th largest media website in Europe and no.1 print website reaching over 3.5 million users every month and 600,000 every day The Internet and Newspapers are by far the most popular media channel that Europeans turn to get business and financial news International media dailies audience are more senior, influential and international in terms of business compared to weekly titles….But are also far more likely to be read by affluent and top-end/luxury consumers Summary FT Brand in great health in Europe


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