FT and Eurosport most popular with Europe's business elite

The study also highlighted a growing demand for business news in print, online and on TV among the continent's business elite, with the international business press viewed as a powerful tool for reaching high earners by advertisers.

Among the findings of the survey, the Financial Times topped European newspapers by registering a 711,000 or a 7.7% average readership an issue. It was followed by the International Herald Tribune with a 118,000 readership or 1.8%, and The Wall Street Journal Europe on 149,000 or 1.5%.

Ben Hughes, worldwide advertising director for the Financial Times, said: "It's great to see the FT brand, both in print and online, retain its lead in Europe.

"Especially pleasing was that among all respondents, the FT was found to be the most trustworthy and credible title."

The leader in the business weeklies was The Economist, recording a 673,000 average issue readership or 6.6%, followed by Time magazine on 576,000 or 5.7%.

In the monthlies category, National Geographic magazine trumped the competition with an average issue readership of 861,000 or 8.5% of the survey, with closest rival Scientific American recording 323,000 or 3.2%.

Out of the international TV channels, Eurosport led with a weekly reach of 2.69m or 26.5%, CNN recorded a reach of 2.05m or 20.3%, and EuroNews with 1.82m or 17.9%. This was followed by MTV with a 1.6m weekly reach, or 15.7% of the sample.  

Elsewhere, Lufthansa Magazine garnered a 1.2m or 12.3% average issue readership among frequent flyers, with Air France Magazine registering 971,000 or 9.6% and British Airway's Business Life on 587,000 or 5.8%.

It is the seventh year that Ipsos Mori has published the report.

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