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 Espaņol 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:
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.
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