EUROPEAN MEDIA: Europe in 2001 - Do you know your IATS from your EMS? Pippa Considine unravels the latest offerings on consumers from pan-European media research

Does your average plane-hopping, dynamic European business person

kick-start the day with a quick fix of news on CNN, CNBC or BBC World on

the hotel TV, clad in a fluffy white towelling bath robe and sipping a

cappuccino? Or, for more in-depth news coverage, do they grab a copy of

the Financial Times and The Economist as essential reading for their

scheduled flight from Amsterdam to Rome, pausing only to check out the

latest Gucci accessories as featured in Vogue?

If you want to find out if this is an accurate description of how

Europe's elite consume media, then information is now in better supply

than ever.

Until 2000, your best bet was the pan-European EMS survey, which set out

to reveal the readership habits of the top 20 per cent of business

people in 16 countries. It has existed in its present incar-nation for

six years and has now extended its coverage to include TV and internet


In summer 2000, EMS was joined by a new multimedia survey. Compiled by

Ipsos-RSL, Europe 2000 - or Europe 2001 as this year's survey was called

- looks at the top 4 per cent of Europeans in each territory who have a

personal income in the top 5 per cent. Alternatively, the universe can

also include those who have made at least six business trips over the

past year; or company directors in charge of at least 25 employees.

Other research complements EMS and Europe 2001. The European Business

Readership Survey and the European Opinion Leaders Survey both focus on

a much smaller and extremely exclusive and upmarket elite. Meanwhile,

the International Air Travel Survey quizzes the travelling business

community about their media habits. Yet it largely remains the job of

EMS and Europe 2001 to provide agency planners and buyers with the

planning tools they need to target Europe's business men and women.

Many larger agency networks and media owners sponsor and buy into both

EMS and Europe 2001. So what's the difference between the two


The most significant difference is the size of the universe they


While EMS claims to show a good picture of the media habits and

lifestyle of around 40 million top Europeans in 16 countries, Europe

2001 investigates a smaller, more tightly targeted universe of almost

10.5 million.

Most media planners and buyers trying to reach these elusive, but

desirable, upscale audiences understand that they need both surveys to

make an informed decision. Tim Foley, the director of communication

insight worldwide at OMD, welcomes the surveys as he prefers to be able

to look at TV and print together.

Yet he points out the limitations of any research into TV. "The key

thing is that you can't measure TV with the necessary resolution for

planning," he says. As with most interview-based research, respondents

are prone to the "want to please" factor, in other words, posing as

regular viewers of news-based channels, as well as regular readers of

quality publications. Such posing may hike reported viewing and

readership figures.

The more scientific and traditional alternative for measuring TV -

gleaning statistics from people- meters in each country - is more

readily embraced by the lifestyle channels, such as Discovery, which

target a broader audience and have regional versions for different

European countries. But peoplemeters would not work as efficiently for

networks such as CNN, where they are keen to show their advertisers just

how many of their viewers are from the top 5 per cent of business

people, who will often watch the channel when they are staying away from


At Discovery Networks Europe, Monica Mather, the regional director of

international advertising sales, would like to see a greater use of

people-meters "as the only true representation" and then for advertisers

and agencies to refer to EMS for further data. She plumps for EMS of the

two surveys. "It's broad, but a very big sample and robust. Europe 2001

is smaller and there's an issue related to the fusion of data."

When it launched last year, one of Europe 2000's key selling points was

that it was designed specifically to measure TV alongside print using

interview-based methodology. Those planners seeking information on TV

may well prefer this focus, despite EMS including TV in recent


Although there are issues over its declared method of fusing different

sets of replies, many see this as a reasonable way ahead. Foley is

currently more comfortable with using Europe 2001: "It understands where

it is, realising the need to have quite rigorous standards while at the

same time doing as much as possible with the different media."

Europe 2001 does have more detailed TV data, including media consumption

according to dayparts. This makes for interesting data as this

selective, upscale audience is on the move so much, so knowing exactly

where they will be at any given time is crucial. EMS is rumoured to be

following suit on this score. EMS is, however, still perceived to be

more about print media. Andy Richmond, the head of media research at

MediaCom, says that its TV research "needs to be more in-depth. But it's

a step in the right direction".

Georgina Hickey, the media director at Carat International, recently

relied more on EMS, with its broader demographic and lifestyle data, to

plan Nokia Networks' pan-European campaign, which sought to isolate

senior businessmen. "EMS allows you to look at segmenting your audience

in slightly different ways," she says. Through its marketing data, EMS

can come up with profiles for the personality types of different

"groups" of businessmen, which helps to target specific demographics

within the business community.

Both surveys now include a look at internet use. Europe 2001 estimates

that its demographic uses the internet for an average of

three-and-a-half hours a week, but cannot as yet identify any

significant cannibalisation of other media. But, despite being

interesting headline material, this information doesn't seem to be make

or break to the users of the research, who claim that the dedicated

internet research companies can provide that information in greater


As EMS sharpens up its act, there is, of course, less reason for both

surveys to exist. While agencies and media owners have money to spend on

research, the different universes give the two enough distinction. But

when times are tough, and given that they must compete with proprietary

research projects, would it make sense for just one survey to exist?

Richmond voices what seems to be the common-sense opinion: "I doubt if

there's room for both. I'd love there to be, since it gives us more

data, but I wonder if five or six years down the line, both will




(000) (%)

Sample 7,318 7,318

Population 10,481 10,481

Financial Times 750 7.2

International Herald Tribune 170 1.6

USA Today 117 1.1

Wall Street Journal Europe 146 1.4


Monthly Monthly Weekly Weekly Daily Daily

reach reach reach reach reach reach

(000s) (%) (000s) (%) (000s) (%)

Eurosport 4,035 38.5 2,830 27.0 500 4.8

CNN International 3,969 37.9 2,452 23.4 397 3.8

MTV 2,455 23.4 1,808 17.3 281 2.7

Euronews 2,294 21.9 1,373 13.1 251 2.4

BBC World 2,108 20.1 1,089 10.4 181 1.7

Discovery Channel 2,024 19.3 1,352 12.9 228 2.2

TV5 1,535 14.6 898 8.6 94 0.9

CNBC 1,426 13.6 751 7.2 102 1.0

National Geographic TV 1,342 12.8 741 7.1 74 0.7

Bloomberg 804 7.7 525 5.0 102 1.0


EMS 2000 EMS 2000 EMS 2001 EMS 2001

reach reach

(000s) (%) (000s) (%)

Financial Times 819 2.1 842 2.1

International Herald Tribune 145 0.4 142 0.4

Wall Street Journal Europe 138 0.3 146 0.4


EMS 2000 EMS 2000 EMS 2001 EMS 2001

reach market reach market

share share

(000s) (%) (000s) (%)

Sample 31,797 - 29,071 -

Population 39,679 - 40,023 -

BBC World 2,109 5.1 2,401 6.0

Bloomberg 729 1.8 1,132 2.8

CNBC 1,664 4.2 1,953 4.9

CNN International 6,799 17.1 7,084 17.7

Discovery Channel 3,895 9.8 4,574 11.4

Eurosport 13,208 33.3 13,559 33.9

MTV 5,885 14.8 6,330 15.8

National Geographic TV 2,375 6.0 2,790 7.0



Established: 1995

Conducted by: Interview

Frequency: Annual

Universe: Almost 40 million people representing the top 20 per cent of

households in 16 countries

Which media does it cover? Print media, TV and the internet

Good if you want: A broad demographic


Established: 1973

Conducted by: Ipsos-RSL (guaranteed by the FT)

Frequency: Biennial

Universe: Almost 400,000 people, representing the top 1 per cent or so

of "senior business individuals" across 17 countries

Which media does it cover? Print media

Good if you want: Insight into top business decision-makers


Established: 2000

Conducted by: Ipsos-RSL

Frequency: Annual

Universe: Almost 10.5 million business people, representing the top 4

per cent across 16 countries

Which media does it cover? Print media, TV and the internet

Good if you want: To look at TV and print usage together. Also provides

daypart information and calculates reach and viewership on the strength

of the randomly assigned day


Established: November 2000

Conducted by: Ipsos-RSL (commissioned by the International Herald


Frequency: Bi-annual from 2001

Universe: More than 27,000 people across the European Union countries,

plus Switzerland and Norway. They include the two most senior executives

from companies in a list of the Global Fortune 500 and senior embassy


Which media does it cover? Mainly national and international print media

Good if you want: To reach the opinion formers


Established: 1986

Conducted by: International Air Travel Survey - A Division of European

Data & Research Ltd Frequency Bi-annual

Universe: 55,000 European business travellers

Which media does it cover? Print media and TV

Good if you want: To catch business people on the hoof