MUMBAI: The 24-hour international English news channel CNN's audience growth across the Asia Pacific region has out-paced all gains for the news genre as a whole, with daily audiences up by a remarkable 35 per cent year-on-year.
In an official statement, the international news channel claims it's pre-eminence comes in the results that show the network is viewed by 14 per cent more people each week, and 16 per cent more each month, than all other news and business channels combined.
These were the sixth successive set of PAX results to show growth in CNN’s audience, one which also added 56 per cent more past-week viewers and 65 per cent more past-month viewers than the next placed news channel (BBC World).
“With the fast pace of globalization more and more people find they need an international perspective so we are absolutely delighted with this further ringing endorsement of CNN’s newsgathering credentials”, said Turner International Asia Pacific VP research Duncan Morris.
“Our award winning coverage of global events has clearly resonated with our audience, particularly so as we are watched by 39 per cent more top management each day than any other measured channel. The benefits of this audience growth for advertisers are real as, for example, each month CNN now reaches 169,000 (+40 per cent) more people planning to buy an LCD or plasma TV than it did a year ago, as well as 479,000 or 23 per cent more car owners,” adds Morris.
The full-year survey results, conducted by Synovate, further reveal that almost half (46 per cent ) of CNN’s weekly audience view no other news/business channel during the course of a week, and 39 per cent of them remain loyal across a month. Online, CNN.com remains the leading regional website, visited by 54 per cent more PAX respondents across a month than the next largest broadcaster or publisher’s website.
CNN International offers comprehensive international and regional news coverage 24 hours a day and provides prime-time morning and evening news and business programming for viewers in the Asia Pacific. Programs including CNN Today, World News Asia, Global Office and popular chat show Talk Asia are broadcast from the network’s regional headquarters in Hong Kong.
PAX represents a universe of 14.2 million adults aged 25-64 within 11 Asia Pacific markets: - Australia (Sydney + Melbourne), Bangkok, Hong Kong, India (Delhi + Mumbai + Bangalore), Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei, Tokyo. These 14.2 million individuals consist of 13.0 million “Affluent Adults”, 3.8 million “Business Decision Makers” and 0.8 million 'top management'.
