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Ipsos study names FT Europe’s most important business read

The Financial Times is named Europe’s most influential international publication in the 2016 Global Business Influencers survey (GBI) from Ipsos MORI.

Over a quarter of the world’s top two million business influencers regard the FT as Europe’s most influential media brand (25.4%), followed by CNN (24.7%), and BBC World News (23.9%). The FT was also identified as having the highest brand reach of any international publication in Europe, (53%)*.

Globally, FT readers control 54% of the available business expenditure budget measured by GBI. 80% of FT readers in the US are classified as C-Suite, and in Asia 32% of FT readers are considered to be high net worth individuals.

Enzo Diliberto, global insight director at the Financial Times, said: “The GBI survey shows that the FT remains the most effective international media publication for reaching high income earners and senior business influencers in Europe. The results underpin the strength of the FT’s brand presence in Europe and the profile of its readers in the US and Asia.”

He added: “The new method for tracking publisher brands gives a more accurate view of reach across all channels, focusing on four key pillars of advertising; business, luxury, personal finance and travel”.

GBI, which replaces the Ipsos Business Elite surveys, represents the top 0.5% (1.9 million) of the world’s leading business leaders. The survey covers international publications, digital and social media and TV channels across 16 global markets.  

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*Past 30 days across print, digital (incl. desktop/laptop, mobile & smartphone)

For more information please contact:


Catherine Goacher
+44 (0) 20 7873 4181

About the Financial Times

The Financial Times is one of the world’s leading business news organisations, recognised internationally for its authority, integrity and accuracy. Providing essential news, comment, data and analysis for the global business community, the FT has a combined paid print and digital circulation in excess of 800,000. Mobile is an increasingly important channel for the FT, driving more than half of total traffic.

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