CNN is Channel of Choice for EMEA's Business Travellers and Decision Makers According to Survey

CNN is the top international news channel for monthly and weekly reach amongst elite audiences across Europe, the Middle East and Africa (EMEA) combined, say new results from Synovate’s EMS Survey.

For the first time, the survey has made multi-regional data available, enabling international media owners to analyse combined geographical reach across their core audience feed and advertiser buy. CNN’s leadership across all three regions combined in this survey gives the network’s advertisers independent confirmation that they are placing their money against the number one international news channel across EMEA.

“This realisation of a long-held ambition to create an international currency is a significant marker for advertisers as it now allows us to evaluate campaigns on a multi-regional level. Competition amongst international media owners is undoubtedly fierce with audience reach one of the first considerations of ROI for commercial partners. We’re delighted that the results demonstrate the unwavering strength of the CNN brand across the EMEA footprint”, commented Didier Mormesse, Senior VP, Ad Sales Research and Audience Insight, CNN International.

In monthly cross-media reach (TV + online), CNN maintains its lead over competitors across the EMEA data set, reaching 41.1% of the EMS universe, ahead of BBC World News plus BBC websites (40.0%), Euronews (30.6%) and Sky News (28.3%).

EMS EMEA results also show that CNN is the channel of choice for the business elite leading on all measures for key groups including Business Travellers and Business Decision makers.

“At a time when the geographical spheres of influence are more evenly spread around the region  than ever before, CNN’s pre-eminence across the full regional footprint amongst these audience groups is good news for advertisers wanting to be  in step with this shift”, added Mormesse.

EMS EMEA 2010 comprises EMS Europe 2010, EMS Middle East 2009 (most recent data available) and EMS Africa 2010 combined.

The universe is made up of 50, 847, 000 upscale individuals across the regions (top 13% by income in Europe and the Middle East plus the top 15% by income in Africa).The survey covers 33 countries in total (20 in Europe, 8 in the Middle East and 5 in Africa).