Erdos & Morgan Releases 2017 Opinion Leaders Study

| Press Release

Syosset, New York, February 7, 2018 Erdos & Morgan is proud to announce the 2017 Opinion Leaders Study was recently released. This annual national survey is the industry’s leading syndicated study of contemporary issue involvement and media influences. For over 35 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 616,849 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/or because of some type of notable accomplishment within their field. The private sector consists of leaders from the following sectors: Business/Finance, Communications and Media, Education, Law, Healthcare and Science. The public sector includes those from the Executive and Legislative branch of government. It also includes officials at the state and local level.

It is worth noting that there is a decrease in the universe within the Federal Government. For the purposes of this study, the Federal Government consists of the Executive Branch and Congressional Branch. Both branches saw a decrease. Also, the average age of the respondent increased to 60.8 years old from 54.8 years old in 2016. This potentially has a greater impact on some media brands more than others.

There are 195 issues covered in the study. These are the Major Category Classifications:

Business Issues
Law & Legal Issues
Economic & Financial Issues
Legislative/Government Policy Issues
The Arts & Media Issues
Trade/Global Economic Issues
Health, Education and Human Services Issues
Environmental & Energy Issues
Science & Technology Issues
Defense & National Security Issues
Agricultural Issues

According to the 2017 study, specific issues that opinion leaders are most involved with include: Global Warming/Climate Change, Retirement Security, Equal Pay/Pay Equity, Basic Scientific Research and Pharmaceutical/Healthcare Industries.

Use of social media continues to increase among opinion leaders. There was a 22% increased use of LinkedIn and 18% increased use of Twitter. While blogging saw the biggest increase at 28%.

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 each reader/viewer has about the media they consume and is provided based on five different attributes. The qualitative attributes are:

Influential         Objective         Current            Credible           Enjoyable

These attributes were used for all three media platforms measured in this study making comparisons easier 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.

Erdos & Morgan also releases a double based edition of the Opinion Leaders Study. This double database is only available online and is based upon the results of both the current and previous edition 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 independent certifier of businesses owned and operated by women in the USA.

For more information about the Opinion Leaders Study, other syndicated or custom media studies from Erdos & Morgan, please contact David March at (201) 236-0469 or

For more information about the 2017 Financial Advisor Media Outlook and Usage Study (FAMOUS), custom studies among Financial Advisors or any of the other syndicated studies from Erdos & Morgan, please contact David March at (201) 236-0469 or

About Erdos & Morgan
Erdos & Morgan has been a leader in media market research for over 65 years, offering a wide range of full-service custom market research capabilities and syndicated research.

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. Erdos & Morgan remains an independent operating unit of Beta Research with offices in New York, New Jersey and Massachusetts. Our other syndicated studies include the Opinion Leaders and Purchase Influence in American Business studies.

Custom research is conducted utilizing both quantitative and qualitative techniques including mail, online, telephone, mobile, social media, personal/one-on-one interviews, focus groups, and other statistically sound methods.