CNN stretches reach among the affluent Asians

HONG KONG: CNN is continuing to build cachet among the well heeled Asians. Its audiences earned US$79.9 billion in the past year according to the latest Pan Asia Cross Media Survey (PAX 2002/03).

The results of the full-year survey also show CNN's continued leadership of the news genre for the seventh consecutive year. More viewers tuned in than all other international news and business channels combined.

PAX 2002/03, 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. It attracted 39 per cent more top management in Asia than the next most targeted channel for this elite group. An official release adds that PAX also showed that CNN excels in the broader PAX demographic groups, with no channel reaching more viewers in total than CNN.

Turner International Asia Pacific senior VP ad sales Nick Morgan said, "For the seventh year running, CNN leads the field in reaching this region's most affluent consumers. Synovate's 2003 PAX results underline yet again, that CNN is essential viewing. Busy, successful people who don't have time for television, make time for CNN, in order to stay informed."

Turner International Asia Pacfic's Research VP Duncan Morris added, "Based on the PAX survey findings for the top 10 Asia Pacific markets in income terms, 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. We continue to rely on Synovate's PAX survey for it is thorough and continuous coverage of these difficult-to-reach demographic groups. This is something that other measurement methods are not equipped to do."

CNN also continues to be the channel of choice for frequent business travelers. PAX 2002/03 reveals that CNN is the most effective channel in attracting these hard-to-reach viewers. The new results from PAX show that CNN viewers accounted for 28 per cent more business hotel nights than the next most watched channel.

The survey sample universe consisted of business decision-makers, top management and affluent adults aged between 25 and 64 in the surveyed markets. PAX 2002/03 is the first full year of continuous tracking, providing an annual database updated quarterly to show the trends over time.

Latest Reads
Ogilvy India makes key top-level appointments

MUMBAI: Advertising agency Ogilvy India has announced the appointment of Prem Narayan as its new chief strategy officer and Balagopalan Ganapathy as the new head of planning, Ogilvy Mumbai. Narayan and Ganapathy have started in their respective roles with immediate effect.

MAM Media and Advertising People
SVG Columbus debuts with big wins at IAMAI's 8th India Digital Awards

SVG Columbus has been honoured with 2 Golds and 1 Silver by the Internet & Mobile Association of India (IAMAI) on its debut. For the record, SVG Media was acquired by Dentsu Aegis Network in April 2017. Post the acquisition, SVG Media launched Columbus – an agency focused on Data Driven...

MAM Marketing MAM
81% Indians find ads intrusive: KMB study

MUMBAI: A well-executed multichannel campaign is a thing of beauty. But over one in four of the campaigns we see are not well integrated, and consumers are much more critical than marketers about campaign connectivity. Also, less than half of all campaigns take full advantage of different channels...

MAM Marketing MAM
Vivo YouTube campaign saw better response using Vogon

MUMBAI: Chinese smartphone brand Vivo rolled out a digital campaign - ViewTube, giving a new wave to YouTube’s ongoing TrueView Ads. With the launch of its V7 model, Vivo leveraged Google’s Director Mix tool to launch a campaign that offers a unique creative solution to gauge higher viewer...

MAM Marketing MAM
Big Bazaar launches game to promote R-day sale

MUMBAI: Hypermarket chain from Future Group, Big Bazaar, has created a mobile game to promote its mega property, ‘Big Bazaar Sabse Saste 5 Din’. Designed and executed by L & K Saatchi & Saatchi, Big Bazaar’s innovative deal game is set to transform the shopping experience in India....

MAM Marketing Brands
Inito gives anxious couples hope through its new ad

The desire to have children is something that is harboured by millions of couples. But, in the eagerness to do so, many times this whimsical process ends up becoming strenuous and stressful for many. In order to help beat the woes for many such couples, Inito, a medical technology company, has...

MAM Marketing Brands
Vernacular content consumers to be 2.5 times English by 2021: Deloitte

MUMBAI: Deloitte India has launched the eighth edition of its report on technology, media and telecommunications which predicts major advances in machine learning, voice over LTE (VoLTE) technology services and over-the-top (OTT) platforms, apart from other trends.

MAM Marketing MAM
IAA's new initiative seeks to end rigidity in office timings

A new social initiative titled #WorkToLiveToWork has been undertaken by the International Advertising Association’s (IAA) India chapter with Nandini Dias, managing committee member of IAA and CEO of Lodestar India, at the helm. Dias lost two colleagues in separate accidents related to railways...

MAM Media and Advertising People
PVR promotes cleaner air

MUMBAI: Cinema exhibition company PVR Pictures has launched a new campaign called, #BeTheCommuter with an aim to promote clean air and curb pollution.

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories