Monday, October 1, 2012

Inaugural Media Survey of Global Affluents (GEMS) confirms CNN reaches more people per month




CNN reaches more upscale consumers across Europe, the Middle East, Africa and Asia, on TV and online than any other international media brand, according to results from the first Media Survey of Global Affluents (GEMS), launched today. The findings are an endorsement of the unwavering global strength of the CNN International brand amongst 69 million affluent individuals across 47 markets.

GEMS represents an alignment of four separate surveys; EMS Europe (21 countries), Middle East (8 countries) and Africa (7 countries) and PAX Asia (11 countries), and allows harmonised reach and frequency analysis of advertising campaigns running across international media.


 “Having a truly international benchmarking currency is the realisation of a development we’ve been advocating for some time and a significant leap forward for international media owners who now have an independent evaluation tool that mirrors how they do business,” says Didier Mormesse, SVP Ad Sales Research and Audience Insight, CNN International.

At 40.8%, CNN’s monthly reach across TV and online combined is decisively ahead of all other global media brands including Discovery (38.2%), National Geographic TV (36.2%) and streaks ahead of rival networks BBC (32%), CNBC (14.2%) and Al Jazeera (10.9%).

“Industry professionals are always searching for the most effective ways to engage with the world’s most influential audience and deliver ROI for their clients. The ability to do multi-region analysis using a single database is critical in today’s competitive global business environment and these results are a definitive endorsement for the power of the CNN brand,” added Jonathan Davies, EVP Ad Sales, CNN International.

CNN’s television reach alone eclipses competitors in monthly (35.5%), weekly (19.2%) and daily (5.9%) reach by some distance. In fact, CNN enjoys a notable advantage over its nearest competitor, BBC World News, in all three measures (monthly reach +44%, weekly reach +43% and daily reach +44%)

Online, CNN is the #1 international media brand across all genres, with 12.6% reach per month ahead of the BBC (11.2%) and National Geographic TV (8.1%).

Within the EMEA dataset 36 markets (including 21 countries across Europe, 8 countries across the Middle East and 7 countries across Africa) the CNN brand continues to enjoy its lead over all other international media brands . CNN’s cross-platform footprint connects with 44.7% of the EMS universe each month, followed by Eurosport (44.6%), Discovery (39.8%), National Geographic TV (38.1%) and, at a distance, international news channels BBC World News (35.8%), Sky News (30.4%), Euronews (27.6%), CNBC (16.4%) and AlJazeera (13.3%).

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