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MUMBAI:
International news channels BBC World and CNN International continue
to grow in the country. CNN International reaches more viewers globally
than any other international news channel, with findings from both
the latest Pan-Asia Pacific Cross-Media survey (PAX) and Europe’s
Media and Marketing Survey (EMS) reinforcing the network’s
undisputed leadership position. The Pax survey reveals that no international
English news channel reaches more Indian viewers on a monthly basis
than CNN International. In India, CNN International is more of a
daily habit than BBC World News among Business Decision Makers and
Top Management.
The
latest Pax findings for the first to the fourth quarter of 2011
show that CNN International continues to be a leader in the Asia
Pacific region among international news and business channels across
all metrics:
Meanwhile
as far as one of its arch rivals BBC World News is concerned an
Ipsos Pax survey showed that in India, it is the top international
English news channel and the news destination of both the young
and upwardly mobile mid-level corporate managers. BBC World News
was also shown to be the most watched international news channel
for mid-level income earners, women, tech enthusiasts and those
under the age of 30. The channel is also the most watched news channel
amongst key audiences such as potential car buyers, international
travellers and consumer durable owners.
The
latest Pax survey also demonstrated the power of BBC’s integrated
reach across its TV and digital platforms. BBC combined platforms
reach out to more young people, mid management execs, women, potential
car buyers and international fliers as compared to key competitors.
BBC
World News commercial director Colin Lawrence said, “BBC World
News and BBC.com are strongly demonstrating impact to Indian audiences—not
only top management but also those with their careers on the rise.
Our platforms deliver a targeted route to these discerning viewers
and it’s more and more clear that our style of impartial international
news and business coverage is increasingly relevant to viewers and
advertisers across the country.”
The
latest Pax findings also highlighted CNN International’s ability
to reach business leaders and travelers in the Asia Pacific region.
- More
business travelers watch CNN International in a single week than
BBC World News in a month
- Leisure
travelers also have a stronger connection with CNN International,
with 49% more leisure travelers watching CNN International each
week than the next placed news/business channel - CNN International
enjoys a clear audience advantage among key business targets, such
as Business Decision Makers and Top Management (57% and 42% reach
advantage respectively) over the next placed news/business channel
CNN International executive VP Tony Maddox said, “What we are
seeing is that there continues to be a strong appetite for global
news, and that people throughout the world are turning to CNN for
that news – and in great numbers. People want a depth of analysis
and a genuine breadth of coverage, and we provided that throughout
2011 wherever the big stories were breaking, and continue to do
so in 2012. Add in our commitment to global business news and our
excellent sports and cultural programming and there is a clear,
compelling proposition for viewers.”
CNN
in Asia Pacific VP, News ad sales William Hsu said, “Once again,
CNN’s ability to reach this highly-desirable, upscale target
audience is unmatched. There is simply no better platform for advertisers
across the Asia Pacific region, and the caliber of our clients is
testament to our ongoing best-in-class performance here and around
the world.”
In
addition to CNN International’s on-air positioning, the PAX
survey shows that CNN International’s leadership also extends
to its digital platforms.
- Each
month CNN.com/CNNMoney.com reaches 51 per cent more users online
than BBC.com, and more than twice as many (+113 per cent) Top Management
- 95
per cent more business decision Makers visit CNN.com/CNNMoney.com
than the next largest international media site - CNN International’s
multi-platform reach in Asia Pacific is unrivalled among news/business
brands, with the network’s weekly combined TV and digital audiences
54% greater than that of the next largest news/business provider
In
Europe, CNN International achieved a record score in the latest
EMS 2012 research, achieving the best ever score for any news network
in monthly reach, with 36.9 per cent (18 million viewers). Overall,
CNN International is also the number one multi-platform news provider
in Europe, with 47 per cent monthly combined reach across TV, mobile,
and online.
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