For the third successive time this year alone, an independent industry survey has confirmed CNN International as the leading international news channel.
The latest findings from PAX for the Asia-Pacific market reveal dramatic gains in ‘top management’ viewership, and follow on from impressive results for the channel from the GCMS (Global Capital Markets Survey) 2006 and EMS (European Media & Marketing Survey) Winter results, both from January of this year.
According to PAX, CNN’s audience growth across the Asia Pacific region out-paced all gains for the news genre as a whole, with daily audiences up by a remarkable 35% year-on-year. Further evidence of CNN’s pre-eminence comes in the results that show the network is viewed by 14% more people each week, and 16% more each month, than all other news and business channels combined.
“With the fast pace of globalization more and more people find they need an international perspective to their news and business, and to lead in three consecutive independent surveys is a real endorsement of the value of CNN’s output for the key demographics represented by these surveys”, said Kevin Razvi, executive vice president CNN International Advertising Sales.
“The benefits of this audience growth for advertisers are real as, for example, each month according to these latest PAX findings, CNN now reaches 169,000 (+40%) more people planning to buy an LCD or plasma TV than it did a year ago, as well as 479,000 or 23% more car owners.”
These were the 6th successive set of PAX results to show growth in CNN’s audience, one which also added 56% more past-week viewers and 65% more past-month viewers than the next placed news channel (BBC World). The full-year survey results, conducted by Synovate, further reveal almost half (46%) of CNN’s weekly audience view no other news/business channel during the course of a week, and 39% of them remain loyal across a month. Online, CNN.com remains the leading regional website, visited by 54% more PAX respondents across a month than the next largest broadcaster or publisher’s website.
In January, the GCMS (Global Capital Markets Survey) 2006 found that CNN International was the network of choice for the global financial community, increasing its monthly reach amongst this business elite to 78.7%, representing a nearly 44% higher reach than its nearest competitor.
In the same month, the EMS Winter results saw CNN International continue to rank number one among all international news channels on a daily, weekly and monthly basis, with year on year increases on all these measures.; and within the top demographic of the EMS Select universe (top 3%) CNN performed even more strongly, showing a 13% lead in montly reach over its nearest competitor.
Notes to the Editor:
PAX
PAX represents a universe of 14.2 million adults aged 25-64 within 11 Asia Pacific markets:- Australia (Sydney + Melbourne), Bangkok, Hong Kong, India (Delhi + Mumbai + Bangalore), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei, Tokyo.
These 14.2 million individuals consist of 13.0 million “Affluent Adults”, 3.8 million “Business Decision Makers” and 0.8 million “Top Management”.
With a total sample size of over 20,000, PAX fieldwork takes place continually throughout the year. Results are released each quarter on a rolling 4-quarters basis. The Q1-Q4 2005 period represents the latest PAX data release.
GCMS
The GCMS Survey provides data on TV viewing, website usage and readership among CFOs and senior financial decision makers in the world’s largest organisations, and among top managers of financial institutions, commercial and investment banks. Conducted by Objective Research, with a global universe of 10,597 in 31 countries, the fieldwork was carried out between May and November 2005.
EMS
EMS is the European Media & Marketing Survey released twice a year by the Dutch research consultancy INTERVIEW*NSS in 16 European countries. EMS is a survey of media consumption and lifestyles among the main income earners in the top 20% of households by household income. The EMS universe comprises 40 million adults aged 21 or more. Fieldwork for EMS Winter 2005 covered the period of June 04 and May 05. EMS Select surveys the top 3% of European population, comprising adults 21+, a universe of 8,274,000 individuals, who meet at least one of the following criteria: top managers; frequent flyers with 6+ int'l business airtrips yearly; high income earners with gross personal income of €80K+ yearly, with the same fieldwork period and country spread as EMS.
