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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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