The AC Nielsen ORG-Marg Decision Makers Survey, which aims to understand corporate decision makers better, is ammunition for marketers targeting the high-profile consumer. The study, which also accentuates media habits and readership, was conducted among senior executives of the top 500 private sector companies, top 100 public sector companies and the 100 leading financial sector companies including banks, merchant bankers and foreign institutional investors (FIIs).
The average time spent is an important indicator of the opportunity advertisers can avail of an audience. Due to the fact that this target may suffer from the proverbial attention deficit it becomes a crucial factor and it may impact an advertisements effectiveness, says Nehal Medh, Director Client Service, AC Nielsen ORG-MARG.
The study also attempts to understand and explain TV viewership, radio listenership, internet usage, lifestyle and product ownership for its target group.