UK Newspaper Giant Questions Credibility of Business Survey

28 August 2008

LONDON: A key UK business survey has lost one of its financial backers amid reported doubts over its credibility.

Telegraph Media Group, publisher of the broadsheet Daily Telegraph and its Sunday namesake, has pulled out of the Ipsos Mori British Business Survey which, every two years, measures readership habits of business executives with management influence.

TMG argues the executives assessed by the survey may not be as influential as it claims, thereby devaluing the results.

Ipsos UK ceo Richard Silman defended the record of the BBS, saying: "It contains a wealth of media and marketing data on a high status audience with significant levels of responsibility and influence within the business world."

Data sourced from Brand Republic (UK); additional content by WARC staff