CNN celebrates 15 years as top news channel in Asia Pacific

07 May,2013

By A Correspondent


CNN retains its position as the number one news and business brand on all platforms, according to new findings from the latest Pan-Asia Pacific Cross-Media survey (PAX). The research reinforces the network’s undisputed regional leadership in TV, mobile and online – making it 15 consecutive years in the top position.


A release from CNN said the latest PAX results for the period Q1 to Q4 2012 show that CNN is the clear frontrunner among international news and business channels across all metrics. CNN also continues to deliver its brand of quality, engaging and trustworthy news content to an affluent and discerning demographic across Asia Pacific. Highlights of the research include:


The CNN brand reaches 30 percent of PAX respondents across all platforms#, with an even stronger connection with hard-to-reach target groups, such as top management (43 percent monthly reach). The total brand reach is also 43 percent greater than the next largest international news brand (BBC), and 2.4 times more than the third placed news and business brand (CNBC).


Each week, CNN reaches 55 percent more international travellers than the next placed news and business channel.


Within the business community, far more corporate investors watch CNN than any other international news and business channel. CNN alone reaches 79 percent more of these investors each week than the combined audience of the international business/financial news channels.


As a TV news brand, CNN has two-thirds (68 percent) more daily and 57 percent more weekly viewers than any other international news or business channel. Across a month, CNN’s leadership remains strong, with 46 percent more viewers than the next placed TV news brand (BBC World News), and more than twice as many viewers as CNBC.


Duncan Morris, Vice President of Research at Turner International Asia Pacific, said, “What makes these results particularly striking is that CNN has the largest audience base in news, no matter how you look at the data – by platform, target group or reach metric. Since the first PAX results were announced in 1997, CNN has demonstrated that it is consistently successful in delivering quantity, as well as quality, in audience terms.”


The Ipsos PAX survey measures media consumption among the top 22 percent of society in socio-economic terms across 11 Asia Pacific markets: Australia (Sydney, Melbourne), Bangkok, Hong Kong, India (Delhi, Mumbai, Bengaluru) Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei and Tokyo.


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