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Telegraph Drops Ipsos MORI Readership Poll
In the UK, the Telegraph Media Group (TMG) has pulled out of its sponsorship of the Ipsos MORI British Business Survey (BBS), saying it 'lacks credibility'.
The BBS has been running for the past 35 years, and is conducted every two years to measure the readership habits of business men and women, from both a consumer and a business-to-business perspective. It represents approximately 1.56 million social grade AB individuals of professional and management status, and aims to provide data for precise targeting of specific groups of business people.
TMG believes the survey does not reach those in very senior roles, and those who do respond may not have the degree of influence claimed. In response, Ipsos MORI says that the survey contains a 'wealth' of data on a senior audience with high levels of responsibility and influence in the business community.
The latest results - out today - have shown that News International's The Times, The Sunday Times and Times Online attracted more readers that any other titles, even though The Times' readership has dropped since the last BBS survey in 2005.
The Times remains ahead of TMG's The Daily Telegraph, attracting 187,000 business executive readers daily, while it also has an audience of 83,000 Board level executives readers who hold positions such as CEO and CFO.
Web sites: www.telegraph.co.uk , www.ipsos-mori.com and www.bbs-survey.com .
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