For NMO Decision Makers Survey, between 1,300 and 1,450 decision makers in the Netherlands are surveyed each year. Besides decision makers in small and medium-sized enterprises (SME), decision makers in the large business market (LBM) are also well represented. The study population amounts to 1,035,000.
Decision Makers Survey 2025 key findings:

• 68% of Dutch decision makers are male, 32% are female
• 62% are younger than 50 years
• Nearly half work in a company with fewer than 100 employees
• Approximately half are General Director or Financial Director
• 18% are (ultimately) responsible for Purchasing
• 45% have a gross household income of at least twice the modal income
• More than 8 out of 10 live in owner-occupied housing
• 65% live in the provinces of North Holland, South Holland, North Brabant or Gelderland
• Nearly a quarter work in the Services sector (Financial, Business or Other)

Background characteristics and decision-making authorities of the business target group are mapped. Additionally, questions are asked about their business media usage. This ranges from print media to websites and from radio to e-papers. This gives us a good picture of the position of FD and BNR within this target group.

FD and BNR indispensable in C-level target group
Did you know, for example, that the FD and BNR brands together reach 36.5% of all decision makers in a month? This equals 378,000 people from this group so influential to business Netherlands. And when we zoom in deeper on the underlying target groups, interesting insights emerge. We highlight the 3 most striking insights at management level:

1. FD and BNR are extremely strong in the CFO target group. The Chief Financial Officer, the person ultimately responsible within a company for all financial decisions. FD and BNR together reach 62.1% of this target group per month! This equals 31,000 people from this relatively small, but extremely important target group for advertisers.
2. Among CEOs too, FD Media Group’s brands perform excellently. The monthly reach of FD & BNR amounts to over 51%. In other words: 93,000 CEOs come into contact with FD and/or BNR News Radio that month!
3. The CMO stands for Chief Marketing Officer. This target group has only been in the Decision Makers Survey for a relatively short time. Very important however for decisions in the areas of marketing, communication, media and advertising. Want to reach this target group? Then confidently deploy the combination of FD and BNR. In a month’s time, no less than 53.2% of all CMOs in the Netherlands are reached (or 12,000 target group persons).

Are you looking for more insights for your specific business target group? Contact us via your regular FD Media Group contact person or via [email protected].