ems results: cnn leads competitors as number one news brand to reach audiences in the digital age
The EMS (European Media and Marketing Survey) 2007 reveals CNN’s leadership position on three fronts for advertisers wanting to reach the upscale ‘global citizen’ as news consumption adapts to the digital age:
• CNN is the market leader in meeting changing audience consumption habits in the digital age, leading all channels with its monthly combined TV and online reach of 37.9%, which rises to 52.4% in the more upscale EMS Select universe. Additionally, in the inaugural extended 19-country EMS survey, (including CEMS countries for the first time) CNN is also the market leader for combined tv and online monthly reach in both EMS regular and Select universes.
• CNN is the overall first option for reaching the upscale elite, leading all international news channels in all measurements in EMS Select. (CNN reach in EMS Select on a daily, weekly and monthly basis is respectively 6.8%, 25.3% and 47.6% (Euronews 5.0%, 21.0%, 35.7%, BBC World 3.9%, 17.3%, 35.9%).
• CNN continues to be the channel of choice for opinion formers, international decision makers, top management and C suite viewers, and this leadership position is strengthened further when CNN is taken as a combined TV and online proposition: for EMS Select monthly combined reach the CNN brand reaches 56% of CEO/Chairmen, 55% of C suites, 58% of decision makers, and 65.9% of frequent business travellers.
“CNN is well positioned for the digital era. At a time when advertisers are looking for the best multiplatform solution to enable them to tap into audiences not just on TV but also online, CNN leads the way. And we deliver the upscale, frequent travelling, high net worth decision maker, the ‘global citizen’ which is their target audience, better than any competitor” said Jonathan Davies, Executive VP, CNN International Ad Sales.
CNN’s investment in changing audience consumption habits has recently included the launch of a new digital research group and sponsorship of the EMS and PAX digital extensions which are currently being launched, with full data due with EMS 2008. CNN has also committed to new client services in the form of a growing portfolio of Online Consumer Surveys* and the recently launched TASK Group*.
“CNN’s advertisers look at the EMS findings in tandem with other factors such as brand environment, brand reputation, and proven client service, and see the combined value,” added Davies. “We are committed to being the most innovative, client-facing news ad sales team in the business.”
