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

EMS Summer Release 2010

Alistair SmithResearch Manager - EuropeSeptember 2010

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 email

• 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 2010Background & Methodology

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 2010Changes 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

• 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 & 2nd 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….

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

OROR

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)

1,525,000

1,291,000

1,209,000

806,000

326,000

EMS (full): Daily print & website usage combined

606,000

560,000

576,000

329,000

164,000

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)

International print titles

EMS : Coverage of international titles

The Financial Times newspaper is the 3rd ranked

international print title on the

regular EMS survey

1,359.000

1,109,000

676,000

653,000

362,000

209,000

147,000

Base: All respondents (40,222)

WSJ overtakes the IHT in ranking

Coverage of total EMS universe (%) and Audience (000)

500,000

493,000

343,000

272,000

171,000

76,000

107,000

Base: All respondents (8,391)

EMS Select 3% : Coverage of international titles

The Financial Times newspaper is the 3rd 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)

EMS : UK Coverage of international titles

The Financial Times newspaper

is the No.1 international print

title in the UK

346,000

320,000

290,000

107,000

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)

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 (%)

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)

International print website

2.5

2.4

1.8

1.7

1.3

1.1

1

0.9

0.9

0.8

0.8

0.5

1.5

europesport.com

bbc.com (non UK)

skynews.com

cnn.com

ft.com

20min.com

bloomberg.com

euronews.net

nationalgeographic.com

nytimes.com

metro.com

discoverychannel.com

economist.com

0.5

0.4

0.4

0.4

0.3

0.3

0.3

0.2

0.2

0.2

0.2

0.1

0.1

time.com

cnbc.com

newsweek.com

france24.com

wsj.com

tv5monde.com

travelchannel.com

businessweek.com

dw-world.de

forbes.com

aljazeera.net

rt.com

ftv.com

Global

EMS : Coverage of international websites

Base: All respondents (40,222)

FT.com is the 5th largest

international website

Coverage of total EMS universe (%) and Audience (000)

Coverage of total EMS universe (%) and Audience (000)

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

218,000

196,000

169,000

123,000

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)

Coverage of total EMS universe (%) and Audience (000)

FT.com monthly usage is almost twice as large as the economist daily usage

1,562,000

787,000

743,000

563,000

595,000

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)

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)

Media Platforms

6.5%

7.8%

16.7%

29.3%

33.3%

Radio

Magazines

TV

Newspapers

Internet

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 (%)

191

240219

288

205

317

187

217 217

274

317

405

Select 3% C-Suite CFO, F.Director OpinionLeaders

€1m+ Budgets 21+ BusinessAir trips

Weekly Titles Daily Titles

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

320

458

204

330

253

320

249

337

210

515

P.Income €225k+

€3m+investments

Own watch€7,500+

Own Car€55,000+

21+ Leisure Airtrips

+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 Titles Daily 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

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 5th 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