- BLOG BEAG –

The Institute of Advertising Practitioners in Ireland have published their Business Media Study – January 2009.

See end for Summary Slides.

The objective of the IAPI Business Media Study is to measure newspaper, magazine and periodical readership, along with measurement of television viewing, radio listening and internet access of the business community in Ireland.

The Institute of Advertising Practitioners in Ireland has represented the interests of advertising agencies here for the past 43 years. It was founded in 1964, replacing the Irish Association of Advertising Agencies which dated back to 1928. IAPI member companies currently account for 95% of all advertising agency expenditure in Ireland.

There was perceived to be a knowledge gap regarding the business community and their media consumption behaviour. In this light, IAPI commissioned the first Business Readership Survey in 1985.

Due to the success of this research piece, a formalised Business Readership survey was launched in 1987 and was conducted approximately every two years until 2002 by Millward Brown IMS, formerly Irish Marketing Surveys. It is currently the only research delving into business readership available in Ireland.

Contents include

• Background
• Objectives
• Methodology
• Sample profile

The main findings cover the following:

• Newspaper Readership
• Magazine Readership
• Television Viewing
• Radio Listenership
• Internet Content Consumption
• Attitudes to Business and Lifestyles
• Attitudes to Advertising
• Summary of Key Findings

The purpose of this research has been to measure newspaper, magazine and periodical readership, along with television viewing and radio listenership, more recently internet access and general attitudes to business, amongst a sample of the senior Irish business community.

The overall objectives of the research are to measure newspaper, magazine and periodical readership, along with measurement of television viewing, radio listening and internet access of the business community in Ireland.

More specifically, the objectives of this research include:

• To provide estimates of readership for newspapers, magazines and periodicals.
• To gauge the business community perceived importance of reading these publications.
• To establish the incidence and regularity of watching/listening to pertinent television and radio programming.
• To identify the incidence and frequency of internet usage, specifically looking at internet behaviour such as purchasing and advertising.
• To assess current attitudes to topical business and current affairs issues.
• To provide a fresh approach to this research piece.

The methodology chosen involved the use of an online survey. A questionnaire was designed by both Amárach Research and IAPI, Amárach Research went on to script their questionnaire for an online sample to complete.

The total sample size is 480.

The questionnaire included the following sections:

• Newspaper/Magazine Readership
• Television Viewing
• Radio Listenership
• Internet Consumption
• Advertising consumption
• Attitudes to Business and Lifestyle
• Demographics

SUMMARY SLIDES:

2008-iapi-business-media-studies-111

2008-iapi-business-media-studies-112

2008-iapi-business-media-studies-116

2008-iapi-business-media-studies-117

2008-iapi-business-media-studies-118

2008-iapi-business-media-studies-119

2008-iapi-business-media-studies-120

For further information please contact executives@easonadvert.ie ref: “BLOG BEAG – IAPI Business Media Study.”