Ipsos-RSL To Revisit Euro Opinion Leaders

Ipsos-RSL has announced its third annual survey of European Opinion Leaders (EOLS 2003), which captures attitudinal and media data for individuals with influence across a wide variety of sectors. EOLS 2003 will include viewing measures of pan-European satellite TV channels for the first time.

The inclusion of the new channels is in direct response to demand from agencies and from the TV stations themselves.

The survey will include 31,214 opinion leaders in 17 European countries and remains consistent with the universe of the previous EOLS, conducted in 2001. The fields of business, government/politics, non-government organisations, media, the arts and academia are all represented.

The survey is guaranteed by the International Herald Tribune and attracts a wide range of sponsorship from both media owners (The Economist, Financial Times, Frankfurter Allgemeine Zeitung, The Times, BBC World, CNN, EuroNews) and agency sponsors (Carat International, Initiative Media, Mindshare, MPG, Universal McCann, Zenith Optimedia).

Contemporary issues on which opinions will be probed by EOLS 2003 include whether advertising specifically targeted at children should be banned, and the rise of anti-American sentiment in Europe. Data will also be collected on respondents' international activities within the past three years - for example, whether they have been interviewed by national or international media, or spoken at an international conference; and on their areas of personal interest.

Readership data collected includes both Average Issue Readership and frequency of reading along with measures of credibility, influence and how well each title keeps readers informed, for 12 international and 58 national publications. For TV stations, daily, weekly and monthly reach and frequency of viewing are captured for 5 pan-European TV news channels. Also included are ratings to indicate how authoritative, relevant and up to the minute each channel is considered and whether or not viewers feel they are kept well informed.

Further information is available from Anne Brummell at Ipsos-RSL +44 20 8861 8000, email anne.brummell@ipsos.com

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

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