EMS Summer 2011 July 2011

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 4 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 Summer 2011 Background & Methodology

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 The Survey covers…

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

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

International combined print brands

Coverage of total EMS universe (%) and Audience (000) 3,678,000 3,448,000 2,795,000 2,298,000 1,616,000 EMS (full): Print AIR & website (30 days) 1,398,000 1,035,000 1,102, , ,000 Brand health : Combined print and websites Select 3%: Print & website (30 days) The FT audience is 7% bigger than Time FT is the no.1 international print brand for the on EMS The FT audience is 27% bigger than Time Base: All respondents (40,794)

International print titles

EMS : Coverage of international titles 1, ,139, , , , ,000 The FT has increased its readership by 145,000 readers – more than any other title Coverage of total EMS universe (%) and Audience (000) +11.1% +2.7% +21.4% +25.4% +33.0% +52.4% Coverage of total EMS universe (%) and Audience (000) Base: All respondents (40,794)

EMS Select 3%: Coverage of international titles 507, , , , ,000 97,000 43% of the FT audience are fall into the top 3%. Time 34% Economist 39% Coverage of total EMS Select 3% universe (%) and Audience (000) +2.8% -10.6% +2.3% +9.9% +7.5% +27.6% Coverage of total EMS universe (%) and Audience (000) Base: All respondents (7,317)

International print website

Global EMS : Coverage of international websites FT.com is the 5 th largest international website Coverage of total EMS universe (%) and Audience (000) Base: All respondents (40,794)

FT.com monthly usage is the highest of all print title website (42% bigger than time.com) 3,162,000 2,224,000 1,959,000 1,632,000 1,419,000 EMS : Coverage of international print websites Visited website in the last 30 days Daily Visited usage 571, , , , Coverage of total EMS universe (%) and Audience (000) FT.com daily usage is the highest of all print title website (137% bigger than economist.com) Coverage of total EMS universe (%) and Audience (000) Base: All respondents (40,794)

FT.com monthly usage is the highest of all print title website (67% bigger than economist.com) 1,196, , , , ,000 EMS Select 3%: Coverage of international print websites Visited website in the last 30 days Daily Visited usage 245,000 98,000 87,000 83,000 48,000 Coverage of total EMS Select 3% universe (%) and Audience (000) FT.com daily usage is the highest of all print title website (150% bigger than economist.com) Coverage of total EMS universe (%) and Audience (000) Base: All respondents (7,317)

Media Platforms

International dailies vs International weekly International dailies are far more likely to attract the most senior and influential businesspeople +23%+15% +27% +16% Base: All respondents (7,317). *WSJ or IHT, **Economist, Time or Newsweek & *** WSJ, IHT, Economist, Time or Newsweek +37% +41% 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

+19% +42% +36% +13% +76% 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 +37% Base: All respondents (7,317). *WSJ or IHT, **Economist, Time or Newsweek & *** WSJ, IHT, Economist, Time or Newsweek

Media Turn To First For Business & Financial (A) Media channels Online is the platform Europeans turn to first for business and financial news and is continuing to grow rapidly Newspaper is clearly the only other alternative to online for business and financial news and is continuing to grow. Newspaper are also…. 182% more popular than TV 288% more popular than Magazines Newspapers still play a major role (behind online) for business and financial news +29% +7% -32% +3% -31% Coverage of total EMS universe (%) and Audience (000) Base: All respondents (40,794)

Summary

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 3.2 million users every month and 571,000 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