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Analysis of Premium Population Trends and Media Reach Among Wealthy Executives (2009)

This report details the demographic and media consumption trends of the premium population in 2009, totaling 6,787,000 individuals. It highlights the influential top 8% of executives, their engagement with daily and monthly media, and income metrics identifying affluent groups. Notably, Le Figaro magazine emerges as the primary source for top wealthy households, reaching 42% of these affluent executives. The study provides insights into effective targeting strategies for marketers focusing on high-income individuals and examines cross-media behavior changes compared to 2008.

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Analysis of Premium Population Trends and Media Reach Among Wealthy Executives (2009)

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  1. 2009 RÉSULTATS 16 septembre 2009

  2. Méthodologie PREMIUM POPULATION 6 787 000 people « influential » Business Private B to B B to C = TOP 8% Inactive TOP 8 1 728 000 Executives non TOP 8 2 185 000 Other active TOP 8 1 401 000 Executives TOP 8 1 472 000 EASY target 4 601 000 ACTIV target 3 657 000 EASY ACTIV target 1 472 000

  3. Methodologie Target EASY : 4 601 000 people living in wealthy household 1 094 000 people TOP 2 Income > 105 000 €/ y. 2 685 000 people TOP 5 Income > 75 000 €/ y. TOP 8 Income > 60 K€/ y.

  4. Figarobrand Leader on premium population • Premium population • 2009 : 6 787 000 people Individuals in 000 Reading on the last 7 days for daily brands & last 30 days for other brands (magazines & internet) exept PQR66 ( = 4 328 000 people)

  5. Figaro BrandReaches 42% of wealthy executives • Cible Easy & Activ • 1 472 000 people Individuals in 000 Reading on the last 7 days for daily brands & last 30 days for other brands (magazines & internet) hors marque PQR66 ( = 994 000 individus)

  6. Le Figaro N°1 on top wealthiest households Base 100 : Target easy

  7. Activ Easy Weekly news magazines – Target easyFigaro Magazine, the news magazine of top wealthy households TOP 5% TOP 2% • 2009 : 2 685 000 individus • 2009 : 1 094 000 individus Base 100 : Top 8

  8. Le Figaro Magazine,leader on C-Suites executives • C-Suite >10 employees • 2009 : 163 000 people Individuals en 000

  9. Madame Figaro,Luxury weekly women magazine • Target TOP2% • 2009 : 1 094 000 people Individuals en 000

  10. MAIN FIGURES 2008-2009

  11. Cross-media indicators Evol. vs 2008 3 467 000 Daily (one week time) - 0.1% 4 407 000 Daily + Web + 2.9% + +27.1% Brand 5 401 000 Daily + magazines + web + 1.1% + + +55.8% Individuals in 000 Source EPIQ - Reading on last 7 days

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