NEWS6 October 2009

Ipsos ups frequency of ‘business elite’ media survey


US— Ipsos’s survey of the media usage of Europe’s “business elite” is to be released annually from this year. Data had previously been released every two years.

The survey studies over 9,000 decision-makers in companies across the continent and is sponsored by publications including the Financial Times, The Economist and The Wall Street Journal and media agencies such as OMD, ZenithOptimedia and PHD.

Ipsos pitches the survey results as “an essential planning and sales tool for media owners, advertisers and agencies wishing to target Europe’s top business executives”.

With the last survey conducted pre-recession in the first half of 2008, Ipsos MediaCT director Simon Staplehurst said the latest would provide “fascinating insight” on the impact of the economic downturn on this audience.

Data will be released on 22 October.