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Europe 2004 Presentation
www.ft.com/toolkit 2
Key points from the survey
• The FT is the number one business title on the survey, with 664,000 readers;– The FT continues to be the leading business publication in Europe, where we reach
6.6% of the Europe 2004 audience (only National Geographic has a higher coverage of 8.2% on the survey). The FT’s coverage is 20% higher than our nearest competitor (Time), 46% higher than the Economist and over 4 times that of WSJE.
• FT.com is the biggest business website In Europe visited by 752,000 users in an average four weekly period;
– FT.com is the leading business website and also the fastest growing website in Europe reaching 7.7% of the European business Internet audience. FT.com has increased its’ coverage on the survey by some 30% and is more than double the size of our nearest competitor, Economist.com, who reach 3.1% of business users across Europe.
• The FT is still the best news and business title to reach large numbers of high profile decision makers and consumers with the largest coverage of this market and most targets.
• The FT also has the lowest Cost Per Thousand across Europe- the FT is the most cost-effective publication at reaching senior business people in Europe.
• One ad in FT and one ad on FT.com will reach 1.2 million people across Europe – an increase of 9% year-on-year.
www.ft.com/toolkit 3
The FT reaches the most important and affluent people in Europe
16% 16%
7%8%
18% 17%
9%8%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Working in Finance Take 6+ int'l bus.Air trips
C-Suite Executives Board Directors
E2003
E2004
Yr-on-yr, the FT has increased its reach across Europe to respondents working in
key industries and key roles
FT’s performance on E2004- top line results
www.ft.com/toolkit 5
The Financial Times is the number one business title across Europe reaching 20% more readers than our nearest competitor
6.6%5.5%
4.5%3.5%
2.4%2.2%
1.9%1.7%1.6%
1.3%1.3%1.2%
1.0%
8.2%National Geographic
Financial Times
Time
Economist
Newsweek
HBR
Scientific American
BusinessWeek
Fortune
IHT
USA Today
WSJ Eur
Forbes
Euromoney
One issue of the FT delivers 664,000 readers
The FT is read by more readers than the IHT, USA Today, WSJE and
BusinessWeek combined.
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
6www.ft.com/toolkit
5.5%
9.1%
12.5%
16.4%
2.5%3.7%
5.1%
1.6%
3.1%1.9%
3.4%4.5%
5.7%
3.2%
5.9%
8.5%
11.6%
4.6%
7.4%
9.9%
12.4%
6.6%
11.3%
15.1%
19.3%
1.3%
4.6%
6.4%
The FT builds coverage more effectively across Europe than any other Pan European title
1 issue 3 issues 6 issues 12 issues
% coverage
Financial Times
Economist
BusinessWeekIHT
WSJ Eur
Time
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
7www.ft.com/toolkit
5.6%
9.4%
12.1%
14.8%
2.5%
3.5%
4.6%
1.8%
3.4%
1.9%
3.5%
4.7%
5.9%
3.9%
6.9%
9.1%
11.3%
3.6%
5.9%
7.4%
9.0%
4.3%
7.9%
10.6%
13.3%
1.3%
4.8%
6.2%
In Continental Europe, the FT remains a very strong advertising proposition
1 issue 3 issues 6 issues 12 issues
% coverage
Financial TimesEconomist
BusinessWeekIHT
WSJ Eur
Time
Even without the UK, the FT is still the second biggest
builder in coverage across Europe.
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 8
The FT is also the most cost effective publication (colour) across Europe
60.14
83.67
86.06
88.19
108.22
112.19
115.41
129.39
142.23
150.23
Fin
anci
al T
imes
Busi
ness
Wee
k
Forb
es
IHT
WSJ
Eur
CPT (€) - All respondents
Full page colour in mags,
1/4 page colour in newspapersSource: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 9
Moreover, the FT is still the most cost effective publication across Europe for ‘black and white’ ads
34.88
49.21
49.63
58.26
61.83
63.31
67
67.72
76.94
106.89
Financial Times
Newsweek
Economist
BusinessWeek
Fortune
WSJ Eur
Time
Forbes
IHT
HBR
CPT (€) - All respondents
Full page b/w in mags,
1/4 page b/w in newspapersSource: Europe 2004
Universe: 10,046,000 Sample: 10,338
Profile of FT readers
www.ft.com/toolkit 11
A typical FT respondent…
• 84% are male (85% in E2003)
• 46 years old
• €110,506 income- down 7% yr-on-yr (due to decrease in UK sample)
• 7 international business air trips
• 2 cars in household
• Work in co’s with an average of 936 employees
• Responsible for an expenditure budget of $297,000
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 12
The Financial Times is by far the number one for -
high earning professionals and executives (€150k+)
10.1%
8.8%
7.1%
6.2%
5.2%
4.4%
4.4%
4.1%
4.1%
2.4%
18.8%
Finan
cial
Tim
es
Econom
ist
HBR
Fortu
ne
Forbe
s
IHT
139,000 FT readers earn over 150,000 euros - almost double the number the nearest competitor
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 13
The Financial Times is the number one title at reaching key business people working in key sectors across Europe
Respondents working in the Finance industry
8.7%
5.6%
5.1%
3.8%
3.6%
3.3%
2.4%
2.2%
2.2%
1.4%
17.6%
Financial Times
Economist
National Geographic
Time
WSJ Eur
Euromoney
BusinessWeek
Newsweek
Forbes
Fortune
IHT
Source: Europe 2004
Universe: 10,046,000
Sample: 10,338
Respondents working in Corporate Banking
10.1%
8.3%
6.6%
5.7%
5.3%
4.5%
3.9%
3.4%
3.2%
2.1%
28.2%Financial Times
Economist
WSJ Eur
Euromoney
National Geographic
Fortune
Time
BusinessWeek
Newsweek
Forbes
IHT
Respondents working in Telecommunications
7.0%
7.0%
5.1%
4.3%
3.7%
1.6%
1.5%
1.5%
0.6%
0.3%
8.3%Financial Times
National Geographic
Time
Newsweek
Economist
BusinessWeek
Euromoney
IHT
Fortune
WSJe
Forbes
Respondents working in Marketing/Management
7.0%
5.6%
5.1%
4.2%
3.6%
3.0%
2.1%
2.0%
1.4%
1.0%
9.6%Financial Times
Economist
National Geographic
Time
WSJ Eur
Euromoney
BusinessWeek
Newsweek
Forbes
Fortune
IHT
REACH OF AUDIENCE
www.ft.com/toolkit 14
FT readers have the Highest Annual Personal Income...
€ 110,506
€ 108,270
€ 107,822
€ 106,876
€ 99,094
€ 97,534
€ 86,845
€ 84,463
€ 81,663
€ 79,972
€ 70,000 € 75,000 € 80,000 € 85,000 € 90,000 € 95,000 € 100,000 € 105,000 € 110,000 € 115,000
Financial Times
BusinessWeek
WSJ Eur
Forbes
Economist
Fortune
IHT
National Geographic
Time
Newsweek
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 15
…and the Highest Annual Household Income
€ 130,296
€ 129,242
€ 126,897
€ 125,977
€ 122,324
€ 119,105
€ 113,172
€ 111,850
€ 107,058
€ 103,629
€ 90,000 € 95,000 € 100,000 € 105,000 € 110,000 € 115,000 € 120,000 € 125,000 € 130,000 € 135,000
Financial Times
Forbes
BusinessWeek
WSJ Eur
Economist
Fortune
IHT
National Geographic
Time
Newsweek
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 16
Financial Times readers take 6+ International business air trips a year
14.3%11.3%
10.7%8.8%
6.3%5.0%
4.6%4.0%
3.8%3.0%
17.4%
249,000 FT readers take more than 6 International Business air trips in a year- 34,000 than our nearest competitor proving FT readers travel the most on business
INDEX:263
FT readers are over 2.6 times more likely than the average to fall into this category
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 17
63% of WSJE readersread the FT
43% of Economist readersread the FT
More Economist and WSJe readers rely on the FT for extra business news
Only 29% of FT readersread the Economist
Only 12% of FT readersread the WSJE
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
Web Site Data
www.ft.com/toolkit 19
Europe 2003 Europe 2004(000’s) % (000’s) %
• CNN.com 1,203 12 1,076 11• BBC 1.076 10 1,101 11• FT.com 592 6 752 8 • Bloomberg.com 493 5 461 5• Economist.com 286 3 299 3• Time.com 198 2 259 3• Businessweek.com 228 2 200 2 • WSJ.com 122 1 188 2• IHT.com 74 1 118 1• Fortune.com 98 1 91 1
FT.com is the leading business website across Europe
Figures are reach of websites visited in past 4 weeks
FT.com has increased its number of users by over 30% since Europe 2003
• The FT reaches more internet users than Economist.com, Time.com and IHT.com combined.
• The FT also reaches 4 times as many users than WSJ.com across Europe
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 20
FT.com users are as invaluable to advertisers as FTN readers
FT.com FTN % profile %
profile• Work for an international organisation 40 40• Household income €150,000+ 25 31• Work in Finance 22 26• 1,000+ employees in organisation 17 17• Hold 2+ directorships 15 23• Private investments of €500,000+ 19 24• Take 6+ international business air trips p.a. 26 37• Own a second home abroad 11 15• Own an art collection 14 17
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
www.ft.com/toolkit 21
Advertisers have an opportunity to reach 2 different audiences
65% of FT.com users
are NOT average issue readers of the FT newspaper
(in last 4 weeks)
65% of FT.com users
are NOT average issue readers of the FT newspaper
(in last 4 weeks)
Source: Europe 2004
Universe: 10,046,000 Sample: 10,338
Although FT.com and FTN respondents have a very similar profile, there is an opportunity to reach a completely different set of people as 65% of FT.com users do not read the FT
newspaper
One ad in FT and one ad on FT.com will reach 1.2 million people*...
*Based on AIR for newspaper and used last four weeks for internet
...compared to only 286,000 people from one ad in WSJ Europe and one ad on
WSJ.com