Named 'most important business read' by the BE:Europe universe, the FT in print, online and through mobile devices combined reach more than 23% of the 444,000 business executives surveyed. This C-suite audience together control €1 trillion (31%) of the total available advertising expenditure in Europe, giving the FT a total brand reach bigger than at any point over BE:Europe's 39 year history.
Anita Hague, global research director at the Financial Times, said: “With an audience responsible for almost a third of all business spend, the BE:Europe results show that the FT is the most effective international media brand for reaching high income earners. The survey confirms that 51% of our European readers use two or more channels throughout the day, something we responded to by developing a global multi-channel audience measurement, ADGA, in 2009.”
While 40.7% of respondents continue to see newspapers as the most reliable source of business news, there has been a sharp increase in those who prefer the internet for trusted news generally. Media consumption remains high among the business elite with international dailies reaching 40% of the total audience. In addition 42% of executives own a tablet and 77% own a smartphone.
The BE:Europe survey, which in 2012 tracks social media brands as well as mobile and tablet devices for the first time, is a multi media survey supported by some of the biggest international media and advertising brands. Click here for the full results.
