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Latin American Lifestyle and Media Survey | March 3 2004 |
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Ipsos-RSL and Ipsos Latin America have announced the launch of 'Professionals and Executives (P & E) in Latin America', a survey of the lifestyle and media behaviour of business decision makers and leading consumers in the region.
Following the success of Ipsos-RSL's Europe 2000 series, the 'P & E' aims to be the trusted trading currency for international media planners working in or with the region. The principal sponsors are CNN Espaņol and CNN International.
The survey identifies a universe of c.2.5 million eligible executives in nine cities across Argentina, Brazil and Mexico. 59% are male and the average age is 43. The data collected includes:- Air travel for business and pleasure
- Luxury goods ownership
- Cars
- Personal technology ownership
- Income and Investments
- Occupation and responsibilities at work
- Purchase influence at work.
The survey is designed specifically to enable cross-referencing of lifestyle and media behaviour, and assessment of pan-regional print and TV against national media in each city, with print, TV and the Internet measured in a single-source database.
| Latin American P & E Survey – Initial Data | | TV Data | | Channel | Weekly Reach | Monthly Reach | | | 000s | % | 000s | % | | | | Any Pan-regional TV | 1,867 | 75 | 2,040 | 82 | | Any Pan-regional News Channels | 1,207 | 48 | 1,567 | 63 | | A&E Mundo | 417 | 17 | 618 | 25 | | BBC World | 323 | 13 | 509 | 20 | | Bloomberg | 184 | 7 | 286 | 12 | | Cinemax | 607 | 24 | 866 | 35 | | CNN en Español | 786 | 32 | 1,131 | 45 | | CNN International | 747 | 30 | 1,088 | 44 | | Discovery | 1,318 | 53 | 1,623 | 65 | | ESPN | 738 | 30 | 973 | 39 | | HBO | 602 | 24 | 788 | 32 | | History Channel | 614 | 25 | 874 | 35 | | People & Arts | 741 | 30 | 1,071 | 43 | |
| Average Issue Readership of Internationals | | Title | Average Issue Readership | | | 000s | % | | Weeklies: | | | | BusinessWeek | 57 | 2.3 | | The Economist | 55 | 2.2 | | Newsweek | 51 | 2.0 | | Newsweek en Español | 16 | 0.6 | | Time | 121 | 4.8 | | | | | | Fortnightlies: | | | | America Economia | 16 | 0.6 | | Forbes | 16 | 0.6 | | Fortune | 33 | 1.3 | | | | | | Monthlies: | | | | Latin CEO | 4 | 0.2 | | Latin Finance | 15 | 0.6 | | Latin Trade | 11 | 0.5 | | National Geographic | 332 | 13.3 | | National Geographic en Español | 225 | 9.0 | | | | | | All Internationals | 518 | 20.8 | |
| Consumer and Business Profile: | | | | Average number of hotel nights on business in past 12 months | 7.8 | | Business air trips in past 12 months | 2.1 | | | | Internet access/connection | 87% | | | | Credit cards | 55% | | Private health insurance | 55% | | | | Director | 21% | | University degree or higher | 82% | | Use English at work | 52% | | | | Male | 59% | | Average age | 43 |
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