US Business Elite Keep it Traditional

October 31, 2011

ipsos-average-issue-readership-of-publications-oct11.gifAmerica’s most successful and influential business leaders are not yet replacing traditional media with digital, although the latter is on the rise, according to a survey from Ipsos MediaCT released in October 2011. Results from the Business Elite USA survey reveal that 87% of this group still utilize print, and 82% TV on a daily basis. Among daily publication titles, the Wall Street Journal dominates in average issue readership (AIR), at 46.3%. This is 60% more than the second-ranking daily publication, USA Today, which claims an AIR of 29%. The only other daily publication to score an AIR in double digits is the New York Times (18.9%).
The Wall Street Journal (wsj.com) also leads all websites with 25.8% monthly reach, ahead of Yahoo Finance (finance.yahoo.com) and CNN (cnn.com), with 25.2% and 24.2% respectively.

According to Ipsos, the Business Elite continue to control the largest budgets, of on average US$22.9 million, while their salaries now stand at over US$538,000.

Fox Leads TV Networks

ipsos-daily-weekly-monthly-reach-of-tv-among-business-leaders-oct11.gifFox takes the top spot among network channels in terms of group penetration, boasting 46.3% reach on a daily basis and 85.2% monthly reach. NBC, CBS, and ABC follow, with 37.9%, 34.9% and 31.7% daily reach respectively. PBS is a distant fifth, with 14.1% daily reach. Overall, network channels slightly edge cable channels in daily reach among the group, 69.2% to 67.3%. The gap is almost nonexistent for monthly reach, with network channels picking up 95.9% penetration to 95.0% for cable channels.

Sports Prove Popular

Among cable TV channels, ESPN easily beats out Fox News for the top spot, gaining 37.4% daily reach and 68.5% monthly reach. Sports Illustrated also leads in weekly print titles, with 17.5% AIR, outpacing Newsweek and Time, at 15.9% and 15.8% respectively.

Digital Casts Wide Net

ipsos-be-weekly-media.jpgDigital media is increasing in popularity among the business elite, according to the survey. Seven in 10 (70.2%) members of this group access content via a smartphone on a weekly basis, while a further 52% access news via a smartphone or tablet. Close to half (45.9%) stream or watch video from a website, while almost one-third (29.9%) access social networks. Business leaders are clearly not avid bloggers, though: while 22% report reading a blog, just 2.2% contribute to one, less than the number (3.3%) who watch a 3D TV at home.

About the Data: The Ipsos data is based on a survey of 586,748 senior business executives.

Nielsen: High Income Households w/Kids Use Most Web

High income US households with children younger than 18 are most likely to use the internet, representing a disproportionately large percentage of the US internet universe, according to an April 2011 study from The Nielsen Company. Data from “The New Digital American Family” indicates households earning $75,000 or more in annual income represent 17% of the internet universe, a figure 30% larger than the 13% of total US population they represent.

Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This