The Financial Times has officially been named most trustworthy media brand, in the recent 2020 Global Business Influencers (GBI) survey by Ipsos. The FT was also named Europe’s leading business publication for the fifth year running.
The GBI survey is a global syndicated media and insight survey that tracks the habits of senior global business executives across media, business, finance, luxury and travel. The majority of GBIs are C-suite, and the most senior business people in companies with 50+ employees. This audience covers around 2.5 million senior business decision makers.
The survey has been running for the last five years, and covers international and national TV, and print and digital platforms. It is well supported by sponsors across the media industry, including the FT, as well as its competitors.
Respondents are asked to score media brands on seven individual metrics: trustworthiness, authority, influence, the importance for business reading, inspiration/making the user think, enjoyability, integration into daily routine, and uniqueness.
"This has been an extraordinary year for news," said Enzo Diliberto, FT's global insight director. "Demand for quality and trustworthy information has soared during the coronavirus pandemic as leaders try to make sense of the disruption and find momentum in a vastly changed world. At the FT we remain as committed as ever to our mission of agenda-setting, independent journalism, remaining a trusted guide to the new normal."
This has been an extraordinary year for news. At the FT we remain as committed as ever to our mission of agenda-setting, independent journalism, remaining a trusted guide to the new normal.FT's global insight director
As a globally trusted, influential and important business read, our insights are vital to teams and organisations who want to educate their staff, keeping up-to-date with the industry you operate in. Over one million individual subscribers, and over 4,000 organisations utilise an FT Group Subscription to ensure they are one step ahead of their competitors.
What do our customers say?
Over one million subscribers, and over 4,000 organisations utilise an FT subscription to ensure they have the best insights at their fingertips. Ivo Daalder, the president of the Chicago Council of Global Affairs, is one suscriber. "I’m running an organization that writes and pontificates on global affairs virtually 24/7. That’s what the FT does better than anyone," he says.
Clients want you to interpret events like elections or oil prices for example and what they mean to the market. To do so without a trustworthy source like the FT would make my job impossible.Client senior manager, Brown Shipley
Full results will be available soon. Source: GBI 2020 USA, Europe, APAC, Middle East
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