Advertising in London / Londoners

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Audience Insight - Advertising in London / Londoners

Audience Update:

Date:

Q3 2013

Sponsor:

Evening Standard

Advertising in London

Advertising in London to Londoners

London is a natural meeting point to do business and a centre for international trade and finance. In 2009 it was voted the No.1 European city for business for the 20th year running.

London attracts more international business than the rest of the UK combined
It has 7 million business visitors per year
75% of the world’s top 500 companies have an office in London
20% of Europe’s largest companies are based in London
33% of the Fortune Global 500 have their European HQs in London
One of the world’s top 3 international financial centres
Home to over 480 overseas banks, more than any other city in the world, with more Japanese banks than Tokyo and more American banks than New York.

Retail

London has distinctive shopping zones: Bond Street is famous for luxury brands such as Versace, Armani, Calvin Klein, Chanel and Mulberry. Carnaby Street is renowned for cutting-edge youth labels, Savile Row for tailoring, Charing Cross Road for books and Hatton Garden for jewellery. For population size it has by far the most retail centres, number of shops and retail floorspace of any area and dominates the UK regions.

In terms of new developments, the London landscape is dominated by Westfield. As well as the recently opened centre in Hammersmith, the developer is constructing a major new scheme in Stratford, due to open in time for the Olympics.

Advertising in London - What are they into?

London is a hub for music, fashion, advertising, design, and professional services

World’s third largest music market.
It is estimated that London Fashion Week generates over $200 million per annum for the London economy
UK advertising industry, centering on London, is the fourth largest in the world.
Europe’s largest cluster of marketing services companies and employs more than 100,000 people.
Home to the largest artistic and creative community in Europe, including some of the world's most innovative designers.
A world leader in professional services such as accountancy and law with five of the world’s six largest law firms headquartered in London.

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Advertising in London - London Evening Standard Readership

The London Evening Standard has an average daily circulation greater than the Daily Telegraph, Times, Guardian and combined Independent and i. The circulation in February 2011 was 703,415.

A million adults visit Central London every weekday; an average issue of the Evening Standard reaches 40% of these highly valued consumers.

Readership levels are increasing, with a monthly reach of over 4 million adults accross all demographics.

Almost 80% of readers are part of the ABC1 Social Class.

The London region has a younger age profile than the UK average, and has a significantly higher proportion of the ACORN Urban Prosperity category.

Population Statistics

Central London Commuters; visit Central London almost every weekday
Evening Standard Primary Readers; visit Central London at last twice Monday – Friday or live in Central London. Primary readers account for 45% of total readership

Nearly a million commuters regularly travel into Central London.
Average household income for this commuting group is higher than the GB average at £75,579 p.a.
77% work fulltime; index 235
This is an educated group - 53% have a degree compared with the national average of 22%.
Average annual earnings in Canary Wharf are £72,500, with the average for men topping £102,000 (this compares to a national average of £23,600)
These are young ambitious people, median age 35.
Technology, particularly mobile technology is important to them. The majority agree that they cannot do without mobile communications and they try to keep up with developments in technology; 40% above the national average. More than a third have accessed the internet through a mobile phone which is much higher than the GB penetration level.
The Evening Standard reaches 2 out of 5 of these commuters.