BE: USA

BE: USA, the media survey of the United States' business elite, is a syndicated survey that measures the media consumption, business decision-making responsibilities and personal profile of America's most influential business executives.

Executives qualify for the survey by virtue of working for the region's largest and most important companies, and by having a senior management role within those companies. America's business elite therefore make decisions on behalf of companies that account for a large proportion of economic activity across the region.

BE: USA is first and foremost a media planning tool, used for campaigns directed at senior business decision makers, frequent travellers, high income earners and other business/ high status targets. The survey is also of interest to other users concerned with the size, composition and profile of this group. Being focused on senior executives, the study is unique in providing large sample sizes, even when analysing sub-groups.

This was the first in a new series of surveys. It uses a definition of ‘business person' consistent with those used throughout the business elite series, with continuous updating and refinement. The latest survey represents an estimated universe of 630,915 executives at 72,006 business establishments.

BE: USA is sponsored by international print and broadcast media and major media buying agencies. The major areas it covers are:

• frequency (average issue audience) of reading
• readership and TV channel engagement attributes
• most important business and current affairs reading/ viewing
• website audience measurement/ engagement
• television audience measurement (average channel and programme audience) and frequency of and time spent viewing
• media platform turn to first
• action taken after media consumption
• company size, activity, scope of operations
• job title, directorships, scope and nature of responsibilities
• scope and value of decision making
• IT and banking brands purchased/ used
• business and personal air trips and hotel stays
• income, personal investments, credit card usage
• ownership/ usage of high status items, technology and the internet
• internet usage and attitudes towards internet use
• attitudes towards work and home life
• demographics.

Universe: 630,915 senior decision-makers in 72,006 establishments.

Universe definition: the senior business market in the United States (Includes heads of functions in commercial and industrial establishments and the head offices of banks and insurance companies).

Survey method: Telephone screening, followed by self-completion postal questionnaire.

Sample size: 2,272

How to access the survey

BE: USA welcomes sponsorship from international and national publications, broadcasters and media and advertising agencies. Sponsors may use this data for promotional purposes and are allowed full electronic access to the survey data. A full list of sponsors is available on request from Ipsos Media.

BE: USA reports may be purchased from Ipsos Media.