European Media and Marketing Survey results:
CNN International continues in top spot as the advertising choice to reach Europe’s elite
Monthly leadership position reaffirms the brand’s cross-platform strength
Annual results released today by Synovate of the European Media and Marketing Survey (EMS), the industry benchmark and globally recognised advertising tool, reinforce CNN International’s continued position as the leading commercial news brand in cross-platform reach for both EMS 20 and EMS Select 20.
This new data continues to validate the multi-regional data released by Synovate, in March of this year that showed CNN’s leadership across the EMEA region*.
The latest results demonstrate that CNN International offers the highest monthly combined reach (TV, online and mobile) of all international news brands. CNN’s cross-platform leadership spans key target groups among bothEMSand EMS Select: Business Decision Makers, C-Suite, High Income Earners, Opinion Leaders and Business Travellers.
Jonathan Davies, Executive Vice President, Advertising Sales, CNN International commented: “These results reinforce the benefits for advertisers in choosing CNN for their integrated campaigns. As news consumers’ habits evolve, the CNN brand demonstrates its strength in offering innovative cross-platform advertising solutions that reach an influential, elite audience.”
About the data
CNN remains dominant in reaching over half the elite group of EMS Select respondents on a monthly basis, across TV, online and mobile platforms, combined. EMS Select represents the top 3% of high income earners, frequent flyers and top managers with CNN International reaching 56.4% of this universe, ahead of BBC World News at 52.9%**.
In theEMSuniverse (top 13%) CNN registers the highest monthly levels of cross-platform reach (40%) of its comparative set (and higher than nearest commercial competitor BBC World News 37.7% and Sky News 31.9%).
About CNN’s social media proposition
The results also highlighted that CNN brand users are significantly more likely to use social networks than the average affluent European, with 54% using sites such as Facebook, LinkedIn and Twitter on a weekly basis. According to CNN’s award-winning POWNAR research*** this group, as well as being a sought after upscale audience in term of spending power, is also highly influential in a social media universe, endorsing shared information and therefore, adding further value to advertisers.
“The message is clear: CNN remains the top choice for those media owners wanting to connect their brands to an upscale European audience across all platforms. CNN’s active social network users are thought-leaders and opinion formers who add significant brand endorsement in the social media space”, Davies added.
Note to editors:
* EMS EMEA 2010 combined EMS Europe 2010, EMS Middle East 2009 and EMS Africa 2010 for the first time, and confirmed the CNN brand as top international news channel for monthly and weekly reach.
** bbcworldnews.com doesn’t exist any longer and hasn’t been included in our analysis. The BBC’s combined platform includes BBC World New TV channel, bbc.com and bbc mobile.
*** POWNAR (the power of news and recommendation) was CNN’s inaugural global study into social media recommendation. The global survey, with 2300 respondents, was conducted between June and August 2010 and demonstrated that shared news drives global uplifts in brand metrics.
Contact:
Jane Arnold
CNN International
+44 (0) 207 693 0662