• Brandweek, Monday, May 12, 2008 10:45 AM

A new study shows that A-list American business executives are surprisingly strong supporters of old media, and use traditional ads to guide business and personal purchases such as cars, vacations and electronics.

The U.S. Business Elite Study conducted by Ipsos MediaCT, New York. shows that execs of medium and large companies watch network TV each day (70%) and read current issues of print publications (88%). Nearly half said they have made purchases based on TV spots or magazine ads, and that traditional ads lead them to Web sites.

The findings are eye-opening, considering the "huge dollar volumes" involved, says Hugh White, vice president of Ipsos. The business elite is still turning to traditional media "to make [buying] decisions for their companies and for high-end items at home," he says.

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