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ACNielsen survey throws light on what decision makers read

24-March-2004
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ACNielsen survey throws light on what decision makers read

ACNielsen ORG-MARG has completed the fourth round of the Decision Makers’ Survey. Aimed at better understanding of the key target group, that is corporate decision makers, the survey helps marketers identify the ideal channels for communicating to the high profile consumer. The study also attempts to understand and explain media habits, readership, TV viewership, radio listenership, internet usage, life style and product ownership for this target.

In its fourth round, the Decision Makers’ Survey is conducted amongst senior executives from top 500 private sector companies, top 100 public sector companies and 100 leading companies in the financial sector including banks, merchant bankers and foreign institutional investors (FIIs).

As per the findings, Economic Times has come up with the highest number of readers amongst corporate decision makers. Ranked first in average issue readership amongst business dailies, Economic Times is followed by Business Standard and Financial Express.

Measured by the average time spent by corporate decision makers reading them, the publications monitored are also assessed in terms of their ability to involve readers. Amongst business dailies for instance, Economic Times is also found more engaging the readers who spend an average of 35 minutes reading it. This was followed closely by 27 minutes for Business Standard and 23 minutes for Financial Express .

"The average time spent is an important indicator of the opportunity advertisers can avail of an audience. Due to the fact that this target may suffer from the proverbial 'attention deficit' it becomes a crucial factor and it may impact an advertisement's effectiveness," notes Nehal Medh, Director Client Service, ACNielsen ORG-MARG.

Amongst business magazines, Business India leads the list in terms of the percentage of decision makers who read it, followed closely by Businessworld and Business Today. Interestingly, The Economist and Business Today manage to command greater attention in terms of the average times spent by corporate decision makers reading them. “Business magazines have a longer shelf-life and portability leading to a greater number of minutes spent reading them. This expanded window of opportunity to reach the corporate decision maker is ideal for targeting services of a significantly higher rupee value like software products that need to convey credibility, applicability and cost-effectiveness – all at once,” Medh says.

For news channels evaluated, the claimed viewership over the last four weeks, indicates that a greater proportion of senior corporate professionals prefer watching the BBC, followed closely by Aaj Tak and NDTV 24X7.

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