New research confirms No. 1 position for news and business brand
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.
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% of PAX respondents across all platforms#, with an even stronger connection with hard-to-reach target groups, such as top management (43% monthly reach). The total brand reach is also 43% greater than the next largest international news brand (BBC), and 2.4 times more than the third placed news and business brand (CNBC).
• CNN is also the outright leader in reaching high income earners*.
• Each week, CNN reaches 55% more international travelers 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% 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%) more daily and 57% more weekly viewers than any other international news or business channel. Across a month, CNN’s leadership remains strong, with 46% 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.”
In the most recent research, CNN also demonstrated its online brand strength, with the results for CNN’s websites scoring well against the competition.
• CNN is the most widely visited international media brand## online, with 71% more monthly users than the next placed brand (BBC.com).
o CNN’s competitive advantage is even stronger among Business Decision Makers (110% more users) and Top Management (93% more).
o While CNN website usage continues to grow year-on-year, the same is not the case for the next ranked media brand (BBC.com).
• CNN# also has the largest user base via mobile devices, with one third (34%) more monthly users than the next placed brand (BBC)#.
• Combining website reach with reach via mobile devices, CNN’s strength on digital platforms is clear, with 48% more users than the next placed brand (BBC)#.
Notes
*Personal monthly income US$10,000+
**Area in which respondents authorize purchase decisions: corporate investment
#Base: 10 PAX markets excluding Tokyo (mobile data not available)
##CNN/CNN Money. Excludes portals and content aggregators
About PAX
The Ipsos PAX survey measures media consumption among the top 22% of society in socio-economic terms across 11 Asia Pacific markets: Australia (Sydney, Melbourne), Bangkok, Hong Kong, India (Delhi, Mumbai, Bangalore) Jakarta, Kuala Lumpur, Manila, Seoul, Singapore, Taipei and Tokyo.
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About CNN International
CNN is the world’s leading global 24-hour news network and one of the world’s most respected and trusted sources for news and information. The CNN brand is available to two billion people via 18 CNN branded TV, internet and mobile services produced by CNN Worldwide, a division of Turner Broadcasting System Inc and a Time Warner company. CNN International is the international directorate of CNN Worldwide and distributes news via 14 services in seven different languages. CNN International can be seen in more than 268 million households and hotel rooms in over 200 countries and territories worldwide, including over 46 million across the Asia Pacific region and online at www.cnn.com/international.