| 31 May 2009 |
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EMS Middle East confirms CNN as #1 international TV news channel for the region
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CNN leads on monthly, weekly and daily reach for:
Business travellers, business decision makers & C-suites
Cross-platform audiences
Arab nationals
Audiences on an exclusive basis
CNN is the undisputed leader of all international commercial news channels in the Middle East. Results released today by Synovate's EMS Middle East survey confirm the network is the top choice for advertisers wanting to reach upscale television and online audiences.
The results, which measure daily, weekly and monthly audience reach among the main income earners in the top 13% of households from June to September, rank CNN number one in the Middle East for monthly (21%), weekly (14%) and daily (9%) reach. In monthly reach, CNN has a substantial lead over its rivals, reaching over third more viewers per month (35%) than its nearest commercial competitors (BBC World News; 15.6%, Aljazeera English; 9%, CNBC; 4.8%, Euronews; 3.6%)
"It's great that yet again the survey that sets the currency standard in the global media marketplace positions CNN as number one. Our clear lead over the competition is confirmed, and this speaks volumes for the power of our brand for clients in the region looking to reach a premium global audience," commented Rani R Raad, SVP Ad Sales, CNN International.
CNN also out-performs the competition in cross-platform reach. The network's combined TV and online reach (22.8%) connects with over a quarter more (29%) people per month that its nearest international competitors (BBC World News; 17.7%, Aljazeera English; 10.5%, CNBC; 5.2%, Euronews; 4%)
"Our audiences want to access their news anywhere, anytime. Our lead in cross-platform reach is a testament to our robust, relevant programming on air and online including our new prime time programme line-up as well as popular, long-running shows like Inside the Middle East and Marketplace Middle East that are specific to the region. Our multi-platform offering continues to be compelling for audiences wanting top quality, up-to-the-minute content and for advertisers looking for excellent media solutions with tangible results", added Raad.
CNN is undoubtedly the channel of choice for the business elite in the Middle East. CNN's monthly reach amongst valuable business decision makers (20.1%) is 31% higher than that it's nearest competitor. CNN's monthly reach for business travelers (26.3%) again exceeds its nearest competitor by 34%.
Amongst international TV channels in the Middle East, CNN reaches more Arab nationals than any other. In fact, CNN reaches more than twice as many Arab nationals per month (15.9%) than the nearest competitor (BBC World News; 7.2%).
According to the survey, CNN delivers more exclusive viewers a month than any other international commercial news channel. Moreover, 40% of CNN viewers watch no other international commercial news channel, compared with 36% of Aljazeera English, 31% for Euronews and 26% for BBC World News.
The launch of EMS Middle East 2009 is the first major research study of its kind in the region since the PAX Middle East study in 2006, over three years ago.
The universe for EMS Middle East represents the top 13% of adults in terms of income and as such more aligned with EMS Europe than with the previous PAX ME (top 15-20%)
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For more information, please contact:
MS&L PR, Dubai
Smriti Singh
Tel:+ 971 4 3676156
Fax:+ 971 4 3672615
smriti.singh@dubai.mslpr.com
© Press Release 2009
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