CNN & BBC top intnl channel viewership

23 May,2012

By A Correspondent

Findings from both the latest Pan-Asia Pacific Cross-Media survey (PAX) and Europe’s Media and Marketing Survey (EMS) reveal that CNN International reaches more viewers globally than any other international news channel. 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.


Tony Maddox, Executive Vice President of CNN International, 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. Add in our commitment to global business news and our excellent sports and cultural programming and there is a clear, compelling proposition for viewers.”


In addition to CNN International’s leading on-air positioning, the PAX survey shows that CNN International’s leadership also extends to its digital platforms.


The PAX survey also shows that in India, BBC World News 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.


Colin Lawrence, Commercial Director BBC World News said: “BBC World News and 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 Ipsos PAX study surveys international and local media consumption and product consumption among affluent adults and business professionals in the Indian cities of Mumbai, Delhi and Bangalore. The latest survey covers Q1 2011 to Q4 2011.


EMS 2012 examines the media and product consumption habits of affluent Europeans. The latest research was carried out across the full year of 2011. 49 million qualifying adults aged 21 and over, across 21 markets, comprise the EMS universe.


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