Financial Times ranked best read international daily on Media Brand Values survey

  • FT ranked most influential, impartial and trustworthy source amongst international daily titles
  • FT named leading title to keep readers ?ahead of the game', most popular ?must read' title and most quoted source amongst international daily titles
  • International print media was ranked impartial and unbiased by twice as many people as national print media

London - The results of the first Media Brand Values (MBV) survey show that the Financial Times is the best read international daily title. The FT is also ranked the most influential, impartial, commonly quoted and trustworthy source amongst daily international titles.

The MBV survey, undertaken by Objective Research and BSB Media, measures the relationship which senior business people and influential individuals in Europe have with both national and international media. The survey sampled 1,301 senior people across the UK, France, Germany, Italy, Spain, Belgium, Netherlands, Sweden and Switzerland, between April and August 2004. The survey reports on 13 media attributes such as trustworthiness and impartiality amongst individuals who are frequent consumers of selected national and international publications or TV channels (reading at least 2 out of 6 issues or watching at least twice a week).

The FT is named the most widely read international publication on the survey, with 13.9% of the survey universe reading two or more issues out of every six. The FT's lead over the International Herald Tribune (2.4%) and the Wall Street Journal Europe (3%) is significant, with the FT reaching 5.9 times and 4.6 times as many readers respectively. In comparison to other international dailies, the FT came top in eight and was ranked equal first in two of the thirteen categories. In comparison to international fortnightly titles, the FT topped eleven of the thirteen categories.

The survey highlights the strength of international print media versus national print media. Results also confirm that respondents believe international print media is more effective than international broadcast media in nine out of eleven categories.

Findings include:

  • International print media was ranked impartial and unbiased by twice as many people as national print media.
  • 43% subscribe to international print media, as opposed to 34% subscribing to national print media.
  • 44% rate international print media as a source they quote or refer to (versus 38% for national print media) and 33% believe it keeps them ahead of the game (versus 24% for national print media).
  • 34% ranked international print media as stimulating, versus 25% for national print media.
  • 41% ranked international print media as helpful for work, versus 29% for national print media.
  • 37% ranked international print media as influential (versus 27% for national print media) and trustworthy (versus 21% for national print media).

Ben Hughes, worldwide advertising director at the Financial Times, comments: "The Media Brand Values survey complements existing European readership research since it measures not just media consumption but also the ?value' of the media sources to those who consume them. The survey confirms what we already know from our readers and advertisers - that the credibility of the FT's editorial environment and brand makes it an attractive place for international advertisers."

Nigel Jacklin, managing director of Objective Research, says: "With this survey we have really managed to get under the skin of the relationship these influential individuals have with the media they consume. As people rise up the ranks of their chosen professions their taste in media becomes more international, more serious and less parochial. For this audience, international media is clearly associated with prestige and the survey illustrates the way some media convey a level of status and authority that lifts the brands which advertise in them."

Further information

For further information, please contact Katy Hemmings, Financial Times, +44 (0) 20 7873 3811 or


The Media Brand Values survey provides an insight into the media habits and attitudes of two groups:

Leaders and Influentials

  • Top management of public companies and other organisations with sales/turnover in excess of  ?100million
  • Senior financial professionals in investment banking, corporate finance and venture capital
  • Government and other influential groups including media, trade association, business related academics, NGO's, research institutes and corporate legal specialists


  • Senior management in businesses selected according to organisation size, seniority and income. Includes individuals with income in excess of ?100,000, directors/department heads of organisations with 1,000+ employees or ?100 million+ sales, through to managing directors or owners of financial and business service organisations with 10 or more employees.

The universe group has the following characteristics:

  • Average age is 49 and 89% are male
  • Hold senior executive positions (57% Chairman/CEO/MD/BD/Owner/Partner)
  • High income earners (52% earn over ?100,000)
  • Frequent international business travellers (average of 9.9 air trips annually)
  • Over 50% work for organisations with annual worldwide sales of over ?100million

About the Financial Times

The FT is firmly established as one of the world's leading business information brands, internationally recognised for its authoritative, accurate, and incisive news, comment and analysis. Whether in print or online, the Financial Times is essential reading for the global business community. The Financial Times newspaper is now printed in twenty three cities across the world. With a daily circulation of over 436,000, the Financial Times has a readership of more than one million people and is available in 140 countries. ( is one of the world's leading business information websites, and the internet partner of the Financial Times. The site reflects the values and authority of the Financial Times newspaper, with the immediacy and interactivity of the internet.'s 3.6 million unique monthly users generate over 58 million monthly page views, delivering a premium audience to advertisers.