Daily Research News Online no. 3250 - Europe 2004 Survey Release

Europe 2004 Survey Release

July 8 2004

Last week, the end of Euro 2004: this week the launch of Europe 2004, the fifth wave of Ipsos-RSL's media survey of business decision-makers and leading consumers in Europe. The survey measures readership, TV viewing, web site use, consumer and business behaviour and attitudes of the top 10 million (4%) of Europe's consumers and decision makers.

The 2004 survey includes new data on activities such as business education, use of mobile phones, activities while travelling and consumption of luxury goods.

Commenting on Europe 2004, David Lucas, Director of Ipsos-RSL said, 'We're very grateful to all of our print, TV and agency sponsors for the support that they've given us over the last five years. In return I believe we have given them a survey that's more relevant than ever to their needs in planning upscale pan European campaigns'.

The readership results indicate that the international press remains a powerful tool for reaching the most commercially attractive individuals in Europe. The stability of the data reflects both the consistency of these titles in delivering desirable audiences and the continued excellence of the Europe 2000 series as a barometer of Europe's elite.

Average Issue Readership of Internationals
	Europe 2003		Europe 2004
Title	Average Issue Readership		Average Issue Readership
	10,404		10,046
	000s	%	000s	%

Dailies:
Financial Times	689	6.6	664	6.6
International Herald Tribune	166	1.6	162	1.6
USA Today	166	1.4	130	1.3
Wall Street Journal Europe	134	1.3	131	1.3
Weeklies:
BusinessWeek	223	2.1	192	1.9
The Economist	474	4.6	448	4.5
Newsweek	335	3.2	351	3.5
Time	568	5.5	551	5.5
Fortnightlies:
Forbes	137	1.3	123	1.2
Fortune	207	2.0	169	1.7
Monthlies:
Euromoney	106	1.0	105	1.0
Harvard Business Review	281	2.7	240	2.4
Institutional Investor	44	0.4	34	0.3
National Geographic	801	7.7	827	8.2
Scientific American	248	2.4	224	2.2

All Internationals	563	24.6	2,467	24.6

Audiences to international television news tend to fluctuate more than the readership of international press simply because they are more driven by international news events. In a news rich environment, such as the build up to the war in Iraq, they are an essential means of keeping updated on global events.

TV Data – Monthly Reach
Channel	Europe 2003		Europe 2004
Channel	%	000s	%	000s
Int'l Channels	73.8	7677	76.5	7681
Int'l News Channels	59.4	6181	57.6	5785
BBC World	26.3	2732	27.0	2716
Bloomberg	11.4	1184	10.6	1060
CNBC	17.8	1851	15.6	1572
CNN	45.1,	4697	40.3	4048
Discovery	24.0	2500	26.4	2652
EuroNews	28.7	2982	27.8	2784
Eurosport	39.3	4086	40.6	4077
MTV,	29.9	3107	31.5	3163
National Geographic	19.9	2069	22.4	2248
TV5	17	1769	17.3	1737

TV Data - Monthly Reach

The Europe 2004 survey is backed by the following media sponsors: BBC World, Bloomberg, BusinessWeek, CNN, The Economist, the Financial Times, Fortune, National Geographic, Newsweek and Time.

Methodology includes telephone screening of nearly 300,000 households across 16 European countries to find eligible individuals, a telephone interview for TV viewing and a postal self completion questionnaire for all other data, these data are then fused to form a complete data set for the 10,338 survey respondents. To be included in the Europe 2004 universe, respondents must be least 25 years old, work at least 15 hours per week, in an executive or professional occupation, and either have a personal income in the top 5% in each country or have been on at least six international business trips in the past year or be a director of a company with at least 25 employees.

Consumer and Business Profile:
	Europe 2003	Europe 2004
Average personal annual income (euros)	79,800	78,500
Average value of personal investments (euros)	352,000	338,000

Have three or more cars in household (%)	20	20

Spend 15 or more nights in a hotel in past 12 months on business (%)	29	27
6+ international business air trips in past 12 months (%)	16	14

Internet access/connection (%)	96	97
Banking online	28	28
Share dealing online	10	9

Director (%)	34	35
Average value of business purchases (euros)	184,000	192,000