THE AFFLUENT Online I Newspapers I Apps TELEGRAPH AUDIENCE The Telegraph reaches the most affluent people in the UK. They live in the most affluent areas, have the highest levels of savings & investments and are generous with their wealth.

Wealthy Achievers are the most affluent & Confidence among the most wealthy shoppers successful group of people in the UK. has rebounded. Since the first quarter, the confidence of the most affluent group, which CACI The Telegraph has a stronger ‘wealthy achiever’ classifies as “wealthy achievers” has stabilised profile than any other national newspaper after a slump at the start of the year driven by the eurozone crisis. However, less wealthy shoppers remained Wealthy Achievers Profile concerned about their future. The UK’s most hard pressed consumers have seen a marked decline Daily Telegraph 41% in confidence since April. Daily Mail 31% CACI, July 2012 Times 30% Independent 30% Guardian 29% Financial Times 18% TELEGRAPH READERS HAVE A HIGHER LEVEL OF SAVINGS & INVESTMENTS THAN THE READERS OF ANY OTHER NEWSPAPER: THE BANK OF MUM & DAD Telegraph readers are a generous ‘Bank of £109k ON AVERAGE Mum & Dad’ but any financial assistance comes with influence over how its spent. Average Amount of Savings & Investments (excl. property)

•80% of Telegraph readers have given Daily Telegraph £109,000

financial assistance to their adult children Times £92,000 • 1 in 4 have given £50,000 or more. • 90% also give advice on how to spend Financial TImes £90,000 the cash, and say that their advice is Independent £83,000 listened to and acted upon Guardian £68,000

Sources: CACI,/Acorn, Premier TGI 2012, TMG/E-Digital. TELEGRAPH BUSINESS

THE NO.1 The MOST READ by senior managers CHOICE 32% 26% FOR SENIOR 21% BUSINESS Daily Telegraph Times Guardian PEOPLE Source: YouGov, read in the last week For the 2nd year running, a survey of over 2,000 senior decision makers by YouGov has shown that the Daily Telegraph and Telegraph.co.uk are the number one choices for senior business people. The Telegraph is also number one for personal finance advice amongst business leaders.

Both the Daily Telegraph and Telegraph.co.uk were ranked number 1 Telegraph Business by senior business people for: readers are more likely • General business and company news to be solely responsible • News & information on stocks, shares & markets for business decisions . • Personal finance 67% are either solely or one of two people responsible (*from a list of Daily Telegraph, Times, Guardian & Independent. The Telegraph also beat the FT for personal finance)

36% describe the Daily 37% describe the Daily 24% describe the Daily Telegraph as ‘a newspaper for Telegraph as “a useful Telegraph as ‘the authoritative established & respected resource & opinion-former for voice for Business coverage in business people* UK business people“ * the UK*

(*all ahead of the Times, Guardian, & Independent)

53% of Telegraph business readers are “always open to switching suppliers Its not just the YouGov Survey where the Telegraph is No.1: to get a better deal” more than the readers of any other TGI Premier: the Daily Telegraph is #1 quality daily for AB Directors quality daily and above; (Telegraph 138,000, TImes 114,000, FT = 35,000)

NRS PADD: The Daily Telegraph is #1 quality daily for managers and senior officials (Telegraph 641,000, TImes 472,000, FT = 225,000)

Sources: YouGov, May 2012, NRS PADD Apr11-Mar12 , TGI Premier 2012 Sample = 2003, Directors or above with decision making responsibility, quality or Daily Mail readers