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Reach decision makers in
the Netherlands via
Het Financieele Dagblad and
BNR Nieuwsradio.
Target audience profile
decision makers
Who are the decision makers in the Netherlands?
There are some 509,300 decision makers in the Netherlands, covering those in the SMB segment as well as
those in the corporate market. They work in the business community at large (2+ employees) or semi-
governmental institutions (healthcare and education).
Decision makers work as managing directors (CEOs) or finance directors (CFOs) or are responsible for
procurement, sales, marketing, HR, or automation. Each one is the final decision maker in at least one area.
They are people who have great responsibilities, access to large budgets, and make decisions that plot the
course for their organisations. In other words, they represent an extremely interesting audience for your
products or services.
Het Financieele Dagblad and BNR Nieuwsradio are important media for decision makers in the Netherlands.
FD reaches 15% of all decision makers in the SMB segment (2-99 employees) and as many as 32% in the
corporate market (100+ employees). BNR Nieuwsradio reaches 23% of all decision makers in the SMB
segment and as many as 37% in the corporate market.
The news brands Het Financieele Dagblad and BNR Nieuwsradio provide independent and relevant journalism
for decision makers on a daily basis, enabling them to realise their business targets more efficiently.
Source: All data in this target audience profile are from the Decision Makers Survey 2017.
Introduction
2
Table of contents
3
• Decision makers p. 4
• Field of work p. 5
• Company purchases p. 6
• Company size p. 7
• Income p. 8
• Industry p. 9
• C-level p. 10
• Travel p. 11
• FD reader interests p. 12
• BNR listener interests p. 13
• Contact p. 14
Decision makers
4
27.2% watch TV at least three hours per day
29.6% use the internet at least ten hours per week
34.5% read at least one daily newspaper
26.3% listen to the radio at least five hours per day
13.8% are paid employees
16.7% are directors/majority shareholders
43.8% are directors/owners
25.7% other
79.5% are managing directors
6.3% are finance directors
14.2% are responsible for procurement, sales,
marketing, HR or automation
Field of work
What percentage of all decision makers
in specific fields of work does FD reach?
What percentage of all decision makers in
specific fields of work does BNR reach?
Reach % Daily reach
General management/management/board 20.6% 39,200
Administrative/financial/fiscal 21.1% 9,200
General policy-makers 16.6% 5,900
Marketing communications/PR 17.5% 4,000
Automation/ICT 21.3% 3,700
Hospitality/retail 7.7% 3,600
Consulting 17.2% 2,300
Legal 30.9% 2,200
Personnel/HRM 20.4% 2,000
Production/construction 8.7% 1,700
Procurement 7.1% 1,500
Other field of work 4.3% 1,300
Sales/account manager 8.7% 1,100
Technology/industrial 6.2% 700
Facility services 9.2% 500
Reach %Weekly
reach
General management/management/board 28.0% 53,200
Administrative/financial/fiscal 16.7% 7,300
General policy-makers 19.6% 7,000
Marketing communications/PR 27.5% 6,300
Production/construction 27.2% 5,200
Hospitality/retail 11.2% 5,200
Other field of work 16.3% 4,900
Automation/ICT 25.3% 4,400
Procurement 19.8% 4,200
Sales/account manager 25.2% 3,100
Consulting 23.0% 3,100
Technology/industrial 25.1% 3,000
Medical/healthcare 29.4% 2,600
Personnel/HRM 24.0% 2,400
Social & cultural/wellbeing 59.2% 2,300
5
Example
FD reaches 20.6% of all decision makers in the Netherlands who work in the area of general management/management/board.
This means 39,200 readers per day.
100,0 99,6 98,394,2 93,5 92,6 92,1 90,0 90,0 88,1
78,475,0
70,5 69,7
0,0
20,0
40,0
60,0
80,0
100,0
120,0
Reach of BNR among (co-) decision makers in company purchases
(x1000)
70,0 69,8 69,1 68,1 67,2 66,1 65,7 65,262,9
57,9 57,753,5 53,0
46,7
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
Reach of FD among (co-) decision makers in company purchases
(x1000)
Company purchases
Example
Every week, FD reaches 69,100 decision makers who are (co-)
decision makers in purchasing automation services.
Example
Every week, BNR reaches 99,600 decision makers who are
(co-) decision makers in purchasing automation services.
6
Company size
14,3%
23,8%22,8%
23,7%
0,0
5,0
10,0
15,0
20,0
25,0
2-49 employees 50-199 employees 200-499 employees 500+ werknemers
Reach percentage of FD in specific company sizes
22,0%
33,3%
42,2%
31,1%
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
45,0
2-49 employees 50-199 employees 200-499 employees 500+ employees
Reach percentage of BNR in specific company sizes
Daily reach of FD among decision makers:
58,500 working in company with 2-49 employees
9,100 working in company with 50-199 employees
4,200 working in company with 200-499 employees
7,400 working in company with 500+ employees
Weekly reach of BNR among decision makers:
89,800 working in company with 2-49 employees
12,800 working in company with 50-199 employees
7,800 working in company with 200-499 employees
9,800 working in company with 500+ employees
Example
FD reaches 23.8% of all decision makers who work in a company with
50-199 employees. This means 9,100 readers per day.
Example
BNR reaches 42.2% of all decision makers who work in a company with
200-499 employees. This means 7,800 decision makers per week.
7
Income
3,5 4,1
16,5
20,8
17,3
11,1
0,0
5,0
10,0
15,0
20,0
25,0
< 33.500 33.501 to
40.000
40.001 to
61.000
61.001 to
97.000
97.001 to
132.000
> 132.001
Profile percentage annual gross household income of
decision makers who listen to BNR
3,5 4,0
15,9
23,4
18,1
11,9
0,0
5,0
10,0
15,0
20,0
25,0
< 33.500 33.501 to
40.000
40.001 to
61.000
61.001 to
97.000
97.001 to
132.000
> 132.001
Profile percentage annual gross household income of
decision makers who read FD
Example
23.4% of decision makers who read FD have a gross household income
of €61,001 - €97,000.
Example
20.8% of decision makers who listen to BNR have a gross household
income of €61,001 - €97,000.
8
6,2
14,1
9,412,4 13,1
11,6
25,8
8,8
0,0
5,0
10,0
15,0
20,0
25,0
30,0
Reach percentage among decision makers
who read FD
9,1
23,4 21,919,5 19,5
13,9
33,5
28,2
0,0
5,0
10,0
15,0
20,0
25,0
30,0
35,0
40,0
Reach percentage among decision makers who listen to BNR
2.000
7.1004.400
16.500
5.3002.900
40.000
2.200
0
5.000
10.000
15.000
20.000
25.000
30.000
35.000
40.000
45.000
Daily reach among decision makers who read FD
3.000
11.900 10.200
26.000
7.8003.500
51.900
7.200
0
10.000
20.000
30.000
40.000
50.000
60.000
Weekly reach among decision makers who listen to BNR
Industry
Example
On a daily basis, FD
reaches 25.8% of all
decision makers who
work in the business
services industry.
This means 40,000
readers per day.
9
105
150
110
131
102
76
92103
125
105
0
20
40
60
80
100
120
140
160
C-level selectivity in companies with 50-199 employees
C-level
10
High selectivity for FD and BNR in
the C-level audience (Managing or
Finance Director).
205177
155
106117
82
112
0
50
100
150
200
250
C-level selectivity in companies with 50-199 employees
166 170163
83
142
97
158
0
20
40
60
80
100
120
140
160
180
C-level selectivity in companies with 500+ employees
66
218
188
111 114
80
48
137153
106
0
50
100
150
200
250
C-level selectivity in companies with 200-499
employees
63
170
119 121115
82
121115
100 101
0
20
40
60
80
100
120
140
160
180
Selectivity of audience of decision makers who book a
return flight outside Europe at least 5x per year
61
229
96
148
113 118
90
133
102
62
0
50
100
150
200
250
Selectivity of audience of decision makers who book a
return flight within Europe at least 5x per year
187214
193
141
166
139
228
0
50
100
150
200
250
Selectivity of audience of decision makers who book
a return flight outside Europe at least 5x per year
309
252
172
134165
180
253
0
50
100
150
200
250
300
350
Selectivity of audience of decision makers who book
a return flight within Europe at least 5x per year
Travel
11
High selectivity for FD and BNR
among the business traveller
audience who travel regularly.
Decision makers who read FD
Interests
35.4% are interested in
science and technology
45.8% are interested in
sports
49.0% are interested in
cooking and food
33.8% are interested in
politics
38.1% are interested in
movies
40.3% are interested in
listening to music
37.4% are interested in
reading books
44.4% are interested in
economics and finance
27.8% are interested in
gadgets and new
technology
24.8% are interested in
automation and computers
56.4% are interested in
holidays and travel
46.7% invest money
12
Decision makers who listen to BNR
Interests
31.1% are interested in
science and technology
45.9% are interested in
sports
44.0% are interested in
cooking and food
31.7% are interested in
politics
33.4% are interested in
movies
41.8% are interested in
listening to music
33.3% are interested in
reading books
31.4% are interested in
economics and finance
26.2% are interested in
gadgets and new
technology
27.0% are interested in
automation and computers
51.4% are interested in
holidays and travel
40.4% invest money
13
Please feel free to contact us
to explore how we can help you.
salessupport@fdmediagroep.nl
+31 (0)20 592 85 85Would you like to reach
decision makers in
the Netherlands?
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