Ipsos To Measure US Business Elite

Ipsos Media is breaking into the US with the launch of a survey to assess the media consumption and spending habits of the country's top business decision-makers. The new study, the USBRS, will use the same methodology as the company's BRS surveys in Europe, Asia, Australia and Japan.

The fieldwork, due to take place next month, will involve asking around 3,000 US business executives about their media consumption, business travel, Internet use, and attitudes to technology. Michelle Moy, Research Manager at USA Today, explains the importance of this group for advertisers and the media: 'This 'time crunched' audience is notoriously hard to reach and yet it is the driving power behind a significant amount of business and consumer spending in the US'.

Organisations can obtain access to bespoke results, expected next April, by becoming a survey sponsor. Some elements of the report will also be launched publicly. Sponsors already announced include existing BRS sponsors The Economist and Financial Times, along with US publications CFO Magazine, USA Today and Condé Naste, and media agencies Mindshare, Mediaedge:cia, ZenithOptimedia and Universal McCann.

'North America is the final piece of the jigsaw for Ipsos Media,' said David Lucas, Senior Director of Ipsos Media. 'The deliberately narrow universe of this survey will allow us to get to the most senior executives, filling critical gaps in understanding for media owners and advertisers in the US, and internationally for companies looking to penetrate this market.'

Ipsos Media, based in the UK, is online at www.ipsosmedia.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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