Ipsos-RSL publishes Europe 2003 findings

A survey of the top demographic of Europeans shows that they continue to have a high consumption of pan-European media and nearly all have internet access.

The Europe 2003 research, from Ipsos-RSL, attempts to deliver a rounded view of the top 4 per cent of Europeans to media planners. It shows that 96 per cent have internet access, while one in four read an international publication and 61 per cent view at least one pan-European television channel each week.

The Financial Times emerged as the most popular daily title with 689,000 daily readers (a 6.6 per cent share of the audience). Time was the top weekly magazine with 568,000 readers (5.5 per cent) among the top demographic.

National Geographic was the leading monthly with a readership in this audience of 801,000.

CNN was the leading TV channel with a weekly reach of 3.1 million among the sample questioned by Ipsos, closely followed by Eurosport.

Europe 2003 breaks down its sample into six categories to provide an insight into Europe's top spenders. It shows, based on 300,000 interviews across 16 European countries, that the average annual income of those surveyed is 80,000 euros and 28 per cent of the audience banks online.

The audience questioned also valued the European Union. Nearly two-thirds (61 per cent) said they consider themselves a citizen of Europe and not just of a specific country. News media seems the best way to target this audience, with 95 per cent saying they "like to keep up with the news".

Roger Gane, the managing director of Ipsos-RSL, said: "The survey's evolution will assist planners to refine their strategies to communicate even more effectively to this target."

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