CNN Asia's most effective news and business channel: PAX survey

MUMBAI: The latest Pan Asia Cross Media Survey (PAX 2003/04) results, released on 8 October, says CNN is the leader among international news and business channels in Asia for the eighth consecutive year.

According to the findings of the full-year (July ’03 – June ’04) survey, conducted by Synovate, CNN International is consistently the most effective news and business channel in reaching the top management group and business decision makers, informs an offical release.

According to the finding, CNN attracts 88 per cent more top management than the next most targeted channel. In the broader PAX demographics groups, CNN reaches at least 80 per cent more viewers than any other news channel.

The PAX findings also reveal that CNN’s audiences collectively spent US$5 billion more with their credit/charge cards in the past year than viewers of any other news and business channel.

Turner International Asia Pacific Ltd, vice president, news advertising sales, William Hsu says, “Since the inception of PAX, CNN has been consistently a top performer despite the proliferation of cable and satellite channels over the years. That’s also one of the reasons why CNN is a premium media choice for marketers in reaching these upscale audiences with huge purchasing power.”

“Based on a total of 19,000 interviews, the PAX survey findings bring the relative strengths of regional media brands into sharp focus, with CNN’s leadership of the news and business genre as clear as it has always been. Whatever the demographic group, CNN delivers more viewers than all other regional news and business channels combined,” said Turner International Asia Pacific Ltd. vice president, research, Duncan Morris.

When it comes to international business travellers, PAX 2003/04 reveals CNN reaches twice as many of this hard-to-reach audience as the next most targeted news/business channel.

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