Latin American Lifestyle and Media Survey

Ipsos-RSL and Ipsos Latin America have announced the launch of 'Professionals and Executives (P & E) in Latin America', a survey of the lifestyle and media behaviour of business decision makers and leading consumers in the region.

Following the success of Ipsos-RSL's Europe 2000 series, the 'P & E' aims to be the trusted trading currency for international media planners working in or with the region. The principal sponsors are CNN Español and CNN International.

The survey identifies a universe of c.2.5 million eligible executives in nine cities across Argentina, Brazil and Mexico. 59% are male and the average age is 43. The data collected includes:

• Air travel for business and pleasure
• Luxury goods ownership
• Cars
• Personal technology ownership
• Income and Investments
• Occupation and responsibilities at work
• Purchase influence at work.

The survey is designed specifically to enable cross-referencing of lifestyle and media behaviour, and assessment of pan-regional print and TV against national media in each city, with print, TV and the Internet measured in a single-source database.

Latin American P & E Survey – Initial Data
TV Data
Channel	Weekly Reach		Monthly Reach
	000s	%	000s	%
Any Pan-regional TV	1,867	75	2,040	82
Any Pan-regional News Channels	1,207	48	1,567	63
A&E Mundo	417	17	618	25
BBC World	323	13	509	20
Bloomberg	184	7	286	12
Cinemax	607	24	866	35
CNN en Español	786	32	1,131	45
CNN International	747	30	1,088	44
Discovery	1,318	53	1,623	65
ESPN	738	30	973	39
HBO	602	24	788	32
History Channel	614	25	874	35
People & Arts	741	30	1,071	43

Average Issue Readership of Internationals
Title	Average Issue Readership
	000s	%
Weeklies:
BusinessWeek	57	2.3
The Economist	55	2.2
Newsweek	51	2.0
Newsweek en Español	16	0.6
Time	121	4.8
Fortnightlies:
America Economia	16	0.6
Forbes	16	0.6
Fortune	33	1.3
Monthlies:
Latin CEO	4	0.2
Latin Finance	15	0.6
Latin Trade	11	0.5
National Geographic	332	13.3
National Geographic en Español	225	9.0
All Internationals	518	20.8

Consumer and Business Profile:
Average number of hotel nights on business in past 12 months	7.8
Business air trips in past 12 months	2.1
Internet access/connection	87%
Credit cards	55%
Private health insurance	55%
Director	21%
University degree or higher	82%
Use English at work	52%
Male	59%
Average age	43

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

• Ipsos-RSL Ltd.
• All news

Register (free) for Daily Research News

Simple printable version of this article

Email this article to a friend