DMS is contemporary and still innovative

The Decision Makers Survey had a long history before it became part of the NMO. The first DMS publication appeared in 1982. Since then it has been a broad-based study in the media industry which media operators have always been closely involved in. The overarching aim of DMS is to provide an effective insight into (business) media consumption by business decision makers in the Netherlands.

A unique aspect of this survey is that it has, for years, actually been cross-medial and has provided an insight into the consumption of business publications in print, on radio and websites, in apps and on TV. From the specific perspective of the FD Mediagroep it is therefore possible to combine the consumption of, for example, FD newspaper and FD.nl, with the consumption of BNR Nieuwsradio. This generates extremely interesting insights for advertisers who are looking for the right environment to get the most out of their commercial message.

This is the first DMS edition to be a fully integrated component of the NMO family and this has resulted in a number of changes to the survey’s structure. The most striking of these is the increase in the total survey population to 878,000 decision makers (+ 45%). This increase comes primarily from the corporate market and (semi-)government sectors.

What does the Dutch decision maker look like?

A total of 2,900 respondents were consulted for DMS 2023 and they accurately reflect media usage by the entire group of business decision makers in the Netherlands. Decision maker data:

• Approximately two thirds of decision makers are male, with one third being female.
• Well over 20% are younger than 35.
• 45% have been educated to at least higher vocational level.
• Well over 80% live in an owner-occupied property.
• Almost half belong in wealth category 1.
• Two thirds work within the SME sector.
• 58% work more than 40 hours per week.
• Well over 6 in 10 decision makers check online news/digital newspapers on a daily basis.

The FD and BNR Nieuwsradio are at the heart of the commercial target group. This is clearly reflected in the DMS 2023 results. Every month, the FD brand reaches 23.6% of all business decision makers in the Netherlands. The figure for BNR is almost as impressive, given that this brand reaches 22.7% of all decision makers.

Both news brands reach a broad range of decision makers. In the case of the FD, you can see a slightly higher representation of financial directors and decision makers in the corporate market within the profile as a whole. BNR Nieuwsradio is strong in, for example, people with ultimate responsibility in IT and decision makers within the SME sector (and then primarily at companies with 50-249 employees).

If you would like to find out if even more insights can be gleaned from the DMS 2023 and would like to gain a better understanding of the business decision makers among which FD and BNR perform best, please ask your usual FD Mediagroep contact person, or contact us at salessupport@fdmediagroep.nl.