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.
