Television

CNN's daily audience base up 35%: Pax Survey

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MUMBAI: Global market research company Synovate Pax's survey results reveal that CNN?s audience growth across the Asia Pacific region out-paced all gains for the news genre, with daily audiences up by a remarkable 35 per cent year-on-year.

Further evidence of CNN?s pre-eminence is supported by results that show, the network is viewed by 14 per cent more people each week, and 16 per cent more each month, than all other news and business channels combined, informs an official release.

This represents the sixth successive set of Pax results to show growth in CNN?s audience, claiming that one which also added 56 per cent more past-week viewers and 65 per cent more past-month viewers than the next placed news channel (BBC World).

Turner International Asia Pacific VP of research Duncan Morris says, ?With the fast pace of globalization more and more people find they need an international perspective so we are absolutely delighted with
this further ringing endorsement of CNN?s newsgathering credentials.?

?Our award winning coverage of global events has clearly resonated with our audience, particularly so as we are watched by 39 per cent more top management each day than any other measured channel.

" The benefits of this audience growth for advertisers are real as, for example, each month CNN now reaches 169,000 (+40per cent) more people planning to buy an LCD or plasma TV than it did a year ago, as well as 479,000 or 23 per cent more car owners,? adds Morris.

The full-year survey results, conducted by Synovate, further reveal almost half (46 per cent) of CNN?s weekly audience view no other news/business channel during the course of a week, and 39 per cent of them remain loyal across a month.

CNN.com remains the leading regional website, visited by 54 per cent more Pax respondents across a month than the next largest broadcaster or publisher?s website.

Pax represents a universe of 14.2 million adults aged 25-64 within 11 Asia Pacific markets, including 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.

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