CNN popular among top management group: survey

MUMBAI: The latest Pan Asia Cross Media Survey (PAX 2002/03 suggests that CNN's audiences earned US$79.9 billion in the past year.

According to the study posted on the CNN site, the PAX survey conducted by Synovate from July 2002 to June 2003, reveals that CNN is the leading channel for the top management group and business decision makers. (See graph below). The channel has attracted 39 per cent more top management in Asia than the next most targeted channel for this elite group.

Source: Pax Survey 2002-'03

The result of the full-year survey, released last week, also show CNN's continued leadership of the news genre for the seventh consecutive year, with more viewers tuning in to the channel than all other international news and business channels combined.

The study claims that CNN excels in the broader PAX demographic groups, with no channel reaching more viewers in total. The channel shows 16.3 per cent coverage in 11 Asian markets including Hong Kong, Singapore, Korea, Japan, Taiwan, Malaysia, Philippines, Thailand, Indonesia, Australia and India. In India, the survey covered Mumbai, Delhi and Bangalore. It was noted that the channel is most watched by people with an annual income of 60+ US dollars. (See graph below).

A CNN release quotes Turner International Asia Pacific Inc's senior vice president-news advertising sales, Nick Morgan as saying, "For the seventh year running, CNN leads the field in reaching this region's most affluent consumers. Busy, successful people, who don't have time for television, make time for CNN, in order to stay informed."

According to the Turner International's vice president, research, Duncan Morris, "From the PAX survey, it's clear that CNN remains the most targeted means of reaching a high proportion of the region's more affluent, mobile and successful people."

Source: Pax Survey 2002-'03

CNN also continues to be the channel of choice for frequent business travelers, the release states, highlighting the PAX result which shows that the channel viewers accounted for 28 per cent more business hotel nights than the next most watched channel.

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