EurActiv most read media in the European Parliament
BBC, FT and The Economist all widely read by Brussels influencers
The most recent wave of media consumption research, conducted regularly by ComRes using its unique Europoll™ methodology, shows that EurActiv is the most read media source among MEPs, followed closely by European Voice. The BBC, FT and The Economist all score highly among Brussels opinion elites.
The findings show a shift in consumption habits towards EU-specific media since ComRes last conducted this research in 2011. In that previous wave, the BBC and Financial Times were most read among MEPs. In the latest survey the BBC and FT were pushed down to 4th and 5th place respectively with European Voice and The Economist replacing them.
Notable among MEPs is that The Parliament magazine scores relatively poorly, with just over one-third of MEPs (37%) who claim to read it ‘at least once a week’ (which may not be such a bad score in light of its monthly publication cycle).
Most EPP and PASD MEPs read EurActiv at least weekly. However ALDE MEPs buck the trend set by the other main parties with two thirds favouring The Parliament magazine (67%). ALDE MEPs are also much more likely to consume the BBC and Financial Times on a regular basis than other EU-centric media such as Euractiv and European Voice.
Targeting different regions
The survey data suggests that Euractiv enjoys greatest reach among MEPs from Western and Eastern countries while MEPs from Northern countries prefer the BBC (70%) and Mediterranean MEPs favour The Economist (46%).
Among other influential Brussels audiences there is also a clear pattern. The Economist, FT and the BBC – along with EurActiv – all score highly, while publications such as The Parliament, Wall Street Journal, Europolitique and Agence Europe all score less well.
Among Brussels-based businesses and Commission staff The Economist comes resoundingly top, while the BBC tops the poll among NGOs, Parliament staff, EU agencies and think tanks. Brussels-based journalists give joint top honour to EurActiv and the FT.
Methodology note: ComRes surveyed 100 MEPs online and by post between 15th February and 5th April 2013. ComRes surveyed 214 Brussels Influencers online between 26th February – 22nd March 2013.
ComRes is a specialist market and opinion research company helping clients to understand their external environment. We are particular experts in reputation, public policy and communications research.
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