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Erdos & Morgan 2017 Opinion Leaders Study

Syosset, New York, September 30, 2017Erdos & Morgan is proud to announce the 2017 Opinion Leaders Study will be released in December. This annual national survey is the industry's leading syndicated study of contemporary issue involvement and media influences. For over 30 years this study has provided many of the most prestigious media, communications and advertising companies in the country with industry leading information about opinion leaders.

The Opinion Leaders survey is designed to measure involvement among the most influential people concerning over 190 of the most relevant issues facing the nation. As media platforms have expanded, the study evolved beyond the traditional measurements. The digital media measurement includes usage of websites and APPs for total digital coverage. The digital media coverage can then be combined with print and/or broadcast. This provides the opportunity to evaluate which media brands have the greatest impact on the most relevant issues.

Benefits of the data collected included in the study:

  • Present respondent's involvement in over 190 specific issues that have high impact on government policy and influence attitudes of the general public
  • Furnish advertisers and advertising agencies with measurements of the reach and influence of media serving the opinion leader marketplace
  • Provide media companies with data and opportunities to sell products and services to marketers and advertising agencies
  • Offer qualitative information about specific media brands    

Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on a variety of issues including business; social, political, environmental and educational issues far exceeds their numbers in the population. They exercise far-reaching and have a powerful impact on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation and/or influence on current issues.

The defined universe of 605,000 opinion leaders encompasses individuals from both the Public and Private sector. Those individuals from the private sector are included in the sample due to their job functions and because of some type of notable accomplishment within their field. The public sector includes those from the Executive and Legislative branch. It also includes officials at the state and local level.  The private sector consists of leaders from the following sectors; Business/Finance, Communications and Media, Education, Law, Healthcare and Science.

There are 190 issues covered in the study. These are the Major Category Classifications:

 

Business Issues

Health, Education and Human Services issues

 

Law & Legal Issues

Environmental & Energy Issues

 

Economic & Financial Issues

Science & Technology Issues

 

Legislative/Government Policy Issues Defense & National Security Issues
  The Arts & Media Issues Agricultural Issues
  Trade/Global Economic Issues  

According to the 2016 study, specific issues that Opinion Leaders are most involved with include; Retirement Security, Volunteerism, Global Warming/Climate Change, Pharmaceutical/Healthcare Industries and Alternative Energy/Fuels.

The Erdos & Morgan Opinion Leader Study produces two distinct measurements for each media platform. A coverage figure that equates to an audience measurement based upon usage readership, viewership or unique monthly impressions is provided for all media brands within each platform.

The second is a qualitative composition score that shows the attitude of users of that specific brand. The qualitative composition figure is based upon the perception of each reader/viewer about the media they consume is provided based on five different attributes. The qualitative attributes are:

Influential         Objective         Current            Creditable        Enjoyable

These attributes were used for all three media platforms measured in this study making for easier use when drawing comparisons between print, television and digital media.

Measurement of broadcast at the network level was added to the study in 2015. The study continues to include measurement of individual programs. In addition, measurement at the network level makes for an easier head to head comparison.

Networks included are:

 

ABC

BBC World News Bloomberg TV

 

CBS

CNBC CNN

 

CNN Headline News (HLN)

ESPN FOX Business Network

 

FOX News Channel Golf Channel MSNBC
  NBC NBC Sports Network PBS

Erdos & Morgan also releases a double based edition of the Opinion Leaders study. This double database is available online only and is based upon the results of both the current and previous editions of the study.

Erdos & Morgan, as a subsidiary of Beta Research, is certified as a women's business enterprise through the Women's Business Enterprise National Council (WBENC), the nation's largest third party certifier of businesses owned and operated by women in the USA. 

For more information about the Opinion Leaders Study, any of the other syndicated studies or custom media studies from Erdos & Morgan, contact David March at (201) 236-0469 or dmarch@erdosmorgan.com.

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